Mobility in retail in-store applications

Richa Tewari

Retail Marketing, April 2009 batch

Retail Mobility refers to the collection of real time accurate data at any point of store activity and gaining access to task related information at the work location point. As a result of this technology, more staff is available on the shop floor between customers instead of performing heavy backend work.  The consumer perception of store service assumes a marked impact by concentrating staff availability in customer facing locations. This is mainly achieved using some form of hand-held computing device which is used to implement a process in software at the point of activity or location of work.

Retail mobility technological solutions include a variety of single application devices, stand alone technology, wirelessly connected multi-tasking computer platform with printing and automatic data capture (bar-code, RFID) capability.

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I'm just a passer-byer!!

Our first week in Singapore saw us traversing the malls and stores at Orchard Street trying to get a flavour of a retail world that has seen it all - growth, maturity to a current attempt at rejunevation. Having said that, one has to agree that the shopping streets of Singapore exude a certain spirit, something missing from the large shopping spaces of Dubai.

The difference though is not just of size, but also the shopping experience. Walk into store here, there are a host of smiling faces waiting to greet you and serve your needs. More importantly, the smiling faces are equally equipped with a sound knowledge of the product in question, a stark difference from their Indian and Arab counterparts who appear to be part of a mere position filing exercise.

Interestingly, even this experience varies between stores. We happened to visit some of the high end stores Like Tiffany & Co., Mont Blanc and Louis Vuitton in the upmarket Ngee Ann City. Given our sling bags and casual clothing, it wasn't hard for a seasoned salesman to to guage out shopping intentions. Yet some of them were more than willing to answer our curious queries, while others were skeptical about their wasting their time. An interesting point made by our retail faculty was that we weren't the first such casual information seeking visitors. Everyday, these stores encounter many such 'non-buyers', some out for pleasing their eyes and other students and professionals for store comparison; which may be one of the reasons behind the reluctance and sometimes blunt refusal of stores to entertain such folks. But does this defy the core of all our theories of customer service? Is the store experience or even delight meant just for the sure shot buyer - maybe a food for thought!!

Retail Marketing - An exciting world

Varun Sankar

Retail Management

December 08

Hey guys!!! To introduce myself as a Retailer would be just like a business card to the unknown. I am entering a world, that I have craven for, only armed with the zeal and wide eyes of a child taking his first steps.

Retailing – It’s an amazing concept that has evolved over the years. Tested over time Buying and selling of goods must have a past that I am unaware of but I can just assume that must have its roots even prior to the barter trade. Concepts evolved over hundreds of years would hence require more than just a lifetime to learn.

It is just fascinating how making goods available to the customer in a way replete with making him buy, would seem so complex that requires more than just an MBA course that would make us more than just an average Retailer.

Our study in the next few months would entail just that, making us smart retailers! Is retailing just about how stores are designed, studying the various formats of stores? Understanding why you and I buy and where? Is it learning about the various success stories that made the Walmarts, Metros and Carrefours of the world? Folks, it is much more, and I m dying to learn and share much more.

Thanks to the college that apart from just classroom study, we have a fascinating class mix of students providing ample scope to learn with and from everyone concerned. Another part of the jigsaw is an exposure to the Retail havens of Singapore and Dubai. There are also two batches in Singapore now to boost. We just formed the Retail Club to have a better coherence between the junior-senior link and enhance a learn-together environment.

This is just the beginning. An intense learning awaits us and I promise to update you on all the interesting news and learning that drives us into a world full of opportunities’ in three of the world’s most promising regions of South East Asia, Middle east,  India and beyond, there are not just hurdles and challenges but more than a lifetime of learning to go.