Understanding a little about the current Indian retail scenario. Understanding the buying process and cues to identify different types of shoppers in the store.

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Retail
Technologies,
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Indian
Retail
Scenario
Understanding
the
Shopper

2. 2
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
Overview
A Typical Shopping Journey
Retail Scenario - World & India
Types of Shoppers - Purchase Decision Influencers
Two Interesting Categories

3. 3
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
Overview
A Typical Shopping Journey
Retail Scenario - World & India
Types of Shoppers - Purchase Decision Influencers
Two Interesting Categories

4. 4
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
Growth
of
Organized
Retail
With
consolida5on
of
produc5on
and
democra5za5on
of
consump5on,
organized
retail
is
growing
8%
45%
11%
80%
75%
32%
36%
37%
33%
1%
While frontier markets are right-sizing themselves, organized retail in emerging
markets are growing at an average of 25% y-o-y
PwC
Global
Retail
Trends
2012
Report

5. 5
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
India’s
Organized
Retail
Market
Growing
at
27%
y-­‐o-­‐y,
India’s
organized
retail
market
currently
stands
at
8%,
with
apparel
the
largest
category
$518 BN 7%
Indian Retail
Food & Grocery
11%
Apparel
33%
Mobile & Telecom
11%
Food Service
7%
Jewellery
6%
Consumer Electronics
8%
Footwear
4%
Others
20%
Organized Indian Retail
Urbanization of Villages & Towns Rising Incomes Exposure through Technology
Availability of Choices Younger Population
IBEF
-­‐
India
Retail
2013
Report

6. 6
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
India’s
E-­‐Commerce
Market
Online
retail
is
s5ll
a
very
small
por5on
of
retail
in
India
Offline, 98%
Online, 2%
# Mobile Phones Purchased (2013)
Offline,
99.8%
Online,
0.2%
Jewelry Sales $ (2013)
Offline, 93%
Online, 7%
# Books Sold (2013)
Offline, 99%
Online, 1%
Fashion + Footwear Sales $ (2013)
Accel
Partners
-­‐
India
Ecommerce
2014
Report

7. 7
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
Overview
A Typical Shopping Journey
Retail Scenario - World & India
Types of Shoppers - Purchase Decision Influencers
Two Interesting Categories

8. 8
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
A
Typical
Shopping
Journey
1. CREATING THE NEED
2. SELECTING THE CHANNEL / BRAND
3. PRODUCT DISCOVERY
4. DECISION MAKING
5. TRANSACTION
6. AFTER-TASTE

9. 9
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
A
Typical
Shopping
Journey
1. CREATING THE NEED
2. SELECTING THE CHANNEL / BRAND
3. PRODUCT DISCOVERY
4. DECISION MAKING
5. TRANSACTION
6. AFTER-TASTE
Marketing
Sales / Store-
Operations

10. 10
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
Overview
A Typical Shopping Journey
Retail Scenario - World & India
Types of Shoppers - Purchase Decision Influencers
Two Interesting Categories

11. 11
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
The
Bargain
Hunter
Most Time Spent During:
Product Discovery
Interaction With Sales Associate:
Negligible
Purchase Decision Influencer:
Price - Promotion
Frequency of Purchase:
Regular
Brand Loyalty:
Low
How to Reel ‘em In:
Something on discount always

12. 12
©
2014
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Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
The
Man
on
a
Mission
Most Time Spent During:
Decision Making
Interaction With Sales Associate:
Pointed Pertinent Questions
Purchase Decision Influencer:
Personalization
Frequency of Purchase:
Only need based
Brand Loyalty:
Medium
How to Reel ‘em In:
Cater well to the Target Customer

13. 13
©
2014
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Retail
Technologies.
Confiden5al
document,
not
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circula5on.
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rights
reserved.
The
Impulse
Buyer
Most Time Spent During:
Product Discovery
Interaction With Sales Associate:
Sometimes need a small nudge
Purchase Decision Influencer:
Societal Acceptance of Purchase
Frequency of Purchase:
Low
Brand Loyalty:
Low
How to Reel ‘em In:
Emotional Appeal

14. 14
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2014
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Retail
Technologies.
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document,
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circula5on.
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rights
reserved.
The
Researcher
Most Time Spent During:
Decision Making
Interaction With Sales Associate:
A LOT! They better be well-informed
Purchase Decision Influencer:
Complete Comfort with Purchase
Frequency of Purchase:
Low
Brand Loyalty:
High
How to Reel ‘em In:
Help them with product information

15. 15
©
2014
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Retail
Technologies.
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document,
not
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circula5on.
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rights
reserved.
The
Fashionista
Most Time Spent During:
Product Discovery
Interaction With Sales Associate:
Mainly for product discovery
Purchase Decision Influencer:
Trendiness
Frequency of Purchase:
High
Brand Loyalty:
High
How to Reel ‘em In:
Be Trendy Frequently

16. 16
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2014
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Retail
Technologies.
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document,
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The
Loyalist
Most Time Spent During:
Decision Making
Interaction With Sales Associate:
Personalization Queries
Purchase Decision Influencer:
Personalization
Frequency of Purchase:
Regular
Brand Loyalty:
Very High
How to Reel ‘em In:
Always have something for them

17. 17
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
Overview
A Typical Shopping Journey
Retail Scenario - World & India
Types of Shoppers - Purchase Decision Influencers
Two Interesting Categories

18. 18
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
for
circula5on.
All
rights
reserved.
The
Working
Woman
111%
Rise in urban women
income 2001 - 2010
20%
Rise in women
employment 2010 - 2012
30%
Growth of Women’s
Western Apparel Market
Rs. 78,500 Cr
Women’s Western
Wear Market

19. 19
©
2014
Shopsense
Retail
Technologies.
Confiden5al
document,
not
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circula5on.
All
rights
reserved.
The
Male
Fashionista
Brand Awareness is the
main driver
Men are more Brand
Loyal than Women
In-store Experience not
Avoided Anymore

20. Mumbai
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