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Paco Underhill at 16th CII Brand Conclave, Kolkata

By Nabamita Chatterjee | November 21, 2017

Organised retail is a tool of social change and India must embrace it as much as possible, recently opined Paco Underhill, the famous retail guru and brand futurist on his India tour at the 16th CII Brand Conclave in Kolkata

Paco Underhill, the behavioural researcher, retail consultant and the author of bestselling books like Why We Buy: The Science of Shopping and What Women Want, and the founder of Envirosell, a New York-based retail and marketing consultancy, was the esteemed speaker for the 16th CII Brand Conclave held in Kolkata recently. In the masterclass attended by the brand marketers, the session focused on vital topics Why Consumers Buy – The Science of Buying, where Paco mentioned about understanding consumer minds, insights into consumer behaviour and what propels buying.

Paco particularly focused on the Global Retail Practices mentioning case studies from different brands especially from China and Brazil as he believes that for a country like India where the money is in the hands of the youth, the retail models for this country should be countries like the above and not America. Different sectors covered in the sessions included FMCG, Fashion Retail, Financial Services, Consumer Durables, Jewellery and Watches as such.  

Paco opined that in this developing customer and business climate it is very important for us to look at the mistakes and failures and pay due attention to them.  It is absolutely pertinent to examine the Biological Constants of how we perceive and process information as who we sell to, and what we sell, is changing, in every sector from electronics to cars to hotel rooms. The sessions focused on how to set up the prerequisite for a superior synthesis of art and science in how brands are built and presented at the retail channels for their set of clientele. Paco said that as the change is the only constant, thus how a store looked like in 2011 and how it should be in 2017 should be different and we must see it by judging the influence of time, the role of women as potential buyers and the impact of digital technology in our lives. 

Do check out the coming edition of Point-of-Purchase for more observations by Paco Underhill on the retail challenges which India needs to fight on!!

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