Recently I had seen a new TV advert in Indian channel and it has caught my eye. This Ad is about a major telecommunication comapny "Idea". There are some details in the Advert which catches the way Indian middle class does shopping even today. Let me explain the Ad first...There is this Indian middle class couple which is looking at washing machines in store and approached by this salesman (played by Idea Brand Ambassdor \'Abhisekh Bachhan\') , just before he approaches the couple, wife instructs the husband to be quiet, how many times we have seen that around us... and then some key elements of Indian shopping, asking for discount on Retail price..and when the response is negative, asking to keep it aside with intent to come back.. this is so common and expected that India middle class consumer will go around at least 3 shops before finding the right price, especially for white goods, big electrical items where the choices are too many and hardly any differentiation.. nothing new so far.. what happens after that is eye catching, salesman, takes out the phone, scans the bar code and do the internet search to find the prices around the areas.. now , apart from the technology part, there are some messages for Indian retailers..
1. Knowing the fact that Indian shopper is driven by price for commodity items, Retailer should train their sales staff to be consultant to shopper , even if it means some of the shoppers go somewhere else to buy, but they will remember the experience. they will come back for something else, knowing that they will get good advise, most times they will end up buying from you..as they did in the ad..
2. Enable sales staff with market information, what are the competitors prices? they may be few Rs cheaper but if your sales staff knows this, you can throw in extra (e.g. free warranty etc) to still make it appealing.
I have seen many supermarket in UK benchmarking their prices against the Giant Tesco, all products matching Tesco prices are tagged accordingly. it save the customer 2 things, time to search himself and also the peace of mind that he will not be missing lowest prices..
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