Retailing is considered the last stage of moving goods or services to consumers. The document discusses the evolution of retailing in India from weekly markets and village fairs to modern hypermarkets and shopping malls. It also outlines the 7 Ps of services - product, price, place, promotion, people, processes, and physical evidence - as they relate to apparel retailing specifically. Key factors like location, parking, in-store experiences, loyalty programs, and store appearance are important considerations for retailers.

1. Retailing: A Service Perspective

2. WHAT IS RETAIL? Retail - derived from the French word retaillier , which means to cut off a piece or to break bulk. Retailer - defined as a dealer or a trader who sells goods in small quantities or who repeats or relates Retailing - considered as the last stage in the movement of goods or services to the consumer.

3. India Perspective “ Indian retailing is the least competitive and least saturated of all global market.”

4. Evolution of Indian Retail Weekly Markets Village Fairs Melas Convenience Stores Mom and Pop/Kiranas PDS Outlets Khadi Stores Cooperatives Exclusive Brand Outlets Hyper/Super Markets Department Stores Shopping Malls Traditional/Pervasive Reach Government Supported Historic/Rural Reach Modern Formats/ International Source of Entertainment Neighborhood Stores/Convenience Availability/ Low Costs / Distribution Shopping Experience/Efficiency

5. 7 P’s of Services

6. 1st P: PRODUCT Product- refers to the merchandise i.e. the range of clothes. supplementary services -include a component of fashion, life style and Ambient shopping as an addition to the core product. Today, customers buy experiences and not brands or products.

7. 2nd P : PRICING Cost plus price and Percentage method pricing: Most widely used technique to price apparels. ex:- COLOR PLUS and IN-HOUSE brands like those of SHOPPER’S STOP or WESTSIDE use this technique.

8. 2nd P : PRICING (contd.) Perceived value pricing: This technique of pricing apparel is mostly followed in high value-high involvement apparels as these have to be premium priced to avoid a perception gap. ex:- Designer Wear, Bridal Wear

9. 3rd P : PLACE Apparel Retailing Business is driven by one crucial factor: Location Approachable Parking

10. 4th P: PROMOTION Print medium. Loyalty programs In-store Visual merchandising

11. Offers & Promotions (Shoppers Stop) Being a First Citizen is about much more than just earning Reward Points because there are numerous offers and discounts open to our First Citizens! In fact, every year, Shoppers' Stop organizes a shopping festival that's open exclusively to its First Citizens. These festivals have already seen our First Citizens win exquisitely crafted Mont blanc pens and diamond pendants from Carbon

12. 5th P: PEOPLE Every second a customer spends inside the store has to be viewed as Moment of Truth “ People” is that aspect of the marketing mix which adds tangibility to the service of creating an experience

13. 6th P: PROCESSES

14. 7th P : PHYSICAL EVIDENCE Managing Appearance of the building & Location Maintaining Temperature , Music, Lighting and Fragrance inside the store Availability of services like Prams, Wheel Chair ,Valet Parking etc Stylish Stocking of Merchandise