Destination Customer

"May I help you" or "Saheeb kai davoo", these may be the common words that you must be coming across when you is out for shopping. This means today "you" as a customer are very important for the shopkeeper and will offer his product or services along with the required information and free advice. Everybody is looking towards you "The Customer" and is willing you to do all those things which will keep you happy (make you spend).

Today the, world is coming to India to find customers for their offerings and is largely successful in doing so. The credit may be given to the growing economy, slowing of other economies, exchange rates, government regulations or due to the 50% of the young Indian population who are below 25 years. Today's retails are no longer segregate "their customers" as people who shop in modern format outlets or utilize the utility value of the nearby Kirana shops. They target everybody to goes out for shopping, may be for catering to their basic needs or for fulfilling their desires. Retailers today are focusing on the pocket share of customers instead of just focusing on the footfalls.

Fulfilling customer's desires is the main objective of all the retailers. These desires may be their own "the always wanted" kinds or may be those that influence their lives directly or indirectly giving an emotional touch to their experience and expectations. It may be 'Yuvi' for his 6-balls, 6-sixes shocker or may be its 'Sania Mirza' famous for her straight shots on the field and on media as well.

The story may be anything, but one thing is clear that the modern retailers and the 'Beniyas' can co-exist in a country like India to serve different customers by providing the required utility value and catering to their desires.

"Food for Thought": The many many Panwalas which are spread across the country in the nooks and corners selling everything from postcards to imported chocolates are part & parcel of a common man's life. If these panwalas are converted into an organized form, then they along with providing providing products and services to the customer will also serve as customers touch points and would be a big boon to the company.

So, the Globas, the Lifestyles, the Big Bazaars, the Pantaloons, the Shopperstopps, the Food Bazaars, the Central Malls, the Subikshahs, the Apna Bazaars, the In-Orbits, the Inoxes of the world, need to understand the 'INDIANS' and also bring about the required changes in their formats and this will take the wave of the organized retail to a different level altogether a To Destination Customer.





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Chaitanya Damle

I am the free bird in a cage with a dream to expand the cage to fit the entire world in or to shrink the entire world to fit in it.

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