Contributed by Richa Kapoor
"Be everywhere, do everything, and never fail to astonish the customer"
Retail in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. Today the customer experience is fragmented. Prices, inventory, promotions and policies often differ between channels. Yet, customers want a seamless shopping experience across all channels. They want to order products online but return them to the store. They want to browse products in the store, yet order online, from a kiosk or a catalog. They want prices, return policies and promotions to be consistent across all channels.
To meet the demands of today's consumers, a solid understanding of "the customer experience" is necessary. Consumers today expect their favorite retailers to offer "experience" along with good service and a good product.
The old saying, "You never get a second chance to make the first impression," most definitely rings true in retailing. Whatever advertising and promotion precedes it, the in-store experience is where it all comes together. Creating a friendly, comfortable and professional retail environment will sets a retailer apart from the box stores.
