Shopping is a favourite activity with young & old today. But was it always like this & what does the future hold? Find out……

A few years ago, shopping was a necessary activity that was best planned for weekends, and more often than not postponed till there was no option. Typically the concerns were related to quality and price. Buying decisions were based on ‘Word of mouth’ and getting ‘good deals’. A shopping list was drawn up, and a fairly elaborate planning process followed, that usually included a visit to the relative living closest to the market. The shoppers were quite sure of what they wanted, pretty much sure of their budget, and more or less sure of where to get what they wanted. The process was not always enjoyable, very often marred by an altercation between shopper and seller, usually the result of one-upmanship in the bargaining process.

Cut to India 2005…. the scene could not be more drastically different. In many cases an absolute opposite of the earlier experience. The “ mall-crawl” of today is hardly an activity that is planned. If anything, it’s delightful uncertainty is the very reason for it soon becoming India’s favourite pastime. One could start a “mall-crawl” for as mundane a reason as having to park a car. Of course there are the “addicts” who simply are “hooked” onto the experience. Either way, the shopper does not have a well thought out shopping list, does not have a very well defined budget, does not have a very firm fix on where to get what they want, and definitely does not know which is the best option from the plethora of brands vying for their attention. As regards the altercation of yore!! It’s history!.. Today’s consumer is not a king, but a baby being pampered, and spoilt. The good news is that he is loving it…the bad news, is that like any pampered baby, he is becoming more demanding.

The question now is how did we reach this stage in the first place? In Bangalore, one vividly remembers the day Shoppers Stop opened its doors. There was a stampede on Magrath Road. Today, Shoppers Stop is part of the huge Garuda Mall…and one recently attended a presentation of a mall planned which when ready will be ten times the size of Garuda…. this time not in Bangalore. One doubts that even Shoppers Stop had envisaged what they were starting.

So we sort of know where it originated… but where is it going?? That is an answer only a stouthearted punter will attempt. The latest figure one came across was that the size of India’s retail market is estimated to be USD 20 billion. What it actually means, only the author is capable of defining, but to us laymen it very simply means...HUGE!! Frankly it’s so huge, that one is awestruck by its potential.

Are we prepared to address a potential of such magnitude?? Most developers, and retailers are attempting an answer. The developers, by making bigger malls, and the retailers by trying to fill the space generated as a result of this development. As one writes there are about 50 malls under development across the country, planned for opening in the next 18-24 months. All have the same standard formula…car parking…retail stores…food court…multiplex…Almost like the success formula of a bollywood blockbuster. And all of them are bursting at the seams with shoppers. So the formula seems to be working! But a look behind the clutter, reveals that all’s not well with everyone. While some are laughing their way to the bank, there are others who are floundering after the initial spurt of business. Unfortunately, even the successful ones are not quite sure why they are succeeding. A very worrying situation at best. Especially when one is gearing up to address the enormous potential presenting itself.

Our experience is that there is little or no consumer involvement in the entire process. No one is asking the consumer anything!! And that is dangerous… investment in retail without a well-orchestrated consumer involvement process is a risky business to say the least.

Behind the Brand is an initiative that is intended to link the developers, and retailers to the end customers. It can therefore be used by developers to interact with leading brands, to understand their requirements from infrastructure, by leading brands to interact with consumers to share information, and to ask for feedback, and by consumers to ask questions that they often want answers to, but have not had a forum to ask
them in.

We look forward to making this column an interactive space for all of us to share. You may send in your views, questions, specific feedback, or even experiences with specific brands. We in turn shall feature this information through articles, interviews or even panel discussions to which you could be invited. So write in and lets have some fun!! Ciao!

ARUN D’SILVA, an alumnus of XLRI has been in Indian industry for over 25 years. His firm, Retail Interface, is fast becoming India’s leading retail services firm. His clients include some of the leading brands in the country,& he is also the coordinator of the Brand Owners Forum, which currently comprises of over 20 of the country’s most visible brands. e-mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it \n This e-mail address is being protected from spam bots, you need JavaScript enabled to view it "

Issue BG55 Oct05

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