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CHANGE THE

MIND SET

Submitted By:
Group 9
Sarang Gupta 231132
Sayak Ray 231136
Shikhi Mehrotra 231143
Varun Mishra 231170
Raman Bamba 231175
Leconte Robin Thomas Mathieu
FY1502

1. WHAT IS THE
ORIENTATION CHANGE
THAT MANUFACTURERS
HAVE TO BRING ABOUT
WHEN THEY GET INTO
RETAILING?

The customer is the most important aspect of


any business. Timely and efficient service to
the customers is primary.
Customer related questions must be
answered by numbers and not just data.
A clear track must be kept of the exact
number of customers visiting the store and the
number of subsequent purchases made.
Stock availability to customers is high priority.
Customers should not return empty handed.
Retailing does not have large lead time. Shop
assistants must put in their best to converts
potential sales to actual sales.

Businesses should not just concentrate


on profitability and customer satisfaction
should be of primary importance.
Every customer must be treated
differently in terms of buying behaviour
and preferences.
Customer loyalty must be paid attention
to and should be considered important.
Every salesperson should always be
attentive and considerate in dealing with
customers.

2(A).LEARNINGS IN
TERMS OF: SHOPPER
BEHAVIOUR
Every individual buyer has a different connotation for
the word value. It could be
Overall utility.
Brand image.
Cost effectiveness etc.
There is a strong relation between the amount of time
spent in the store and the purchases made in the
store.
As weekends are usually holidays, footfall is higher.
Store browsers are different from actual buyers.
Buyers spend more time.

2(B).LEARNINGS IN
TERMS OF: STORE
LAYOUT AND
Departments/Sections
of complementary
ATMOSPHERICS
products should be connected, a smooth
transformation is required from one
department to another. E.g.- Shirt and trousers
sections should be near each other.
Layout should be such that a customer has to
go through a few sections to reach to the cash
counter.
Proper lighting in each department, make
sure it does not cast shadows. E.g.- Saree
shops have yellow lighting.

2(C).LEARNINGS IN
TERMS OF: ROLE OF
SALES STAFF IN
RETAILING

Should know how to identify a real shopper, then convert his


desire to need and then to wants and finally into purchases.
This can be done by the sales staff being unobtrusive and at
the same time keeping a track of the shoppers.
Interaction between shopper and sales staff is directly
proportional to the length of shopping time. The Visitor
converted to buyer rate depends on sales staff and
merchandise.
Pay attention to details.
The sales staff should have a humble mindset, they should
keep an open mind when listening to the complaints of a
customer.

2(D).LEARNINGS IN
TERMS OF:
MARKETING
METRICS
Redefine performance indicators and control
areas for the retail business.
Monitor the shopping patterns of people in the
first few weeks and dont jump to erroneous
conclusions that are based on poor
understanding.
More emphasis should be paid on soft issues,
humility, loyalty etc.
As a business grows it tests the internalisation
issues of a business.