Alchemy of footfall to conversion with ZAP young generation for Allen Solly retail

Transcription

1 C A S E S T U D Y Alchemy of footfall to conversion with ZAP young generation for Allen Solly retail 01 Shining Consulting

2 In a retail, footfall is the shopper s mechanism of non assisted magnetism; conversion comes from the foreplay between the merchandise and shopper. With organised retail comprising just 3% of India s retailing today, the whole world is looking at how to glamorize it to entice a billion plus people to spend. There are just a handful of global brands that have the capacity to pull in shoppers by their brand power. But that is not at all enough to get the footfall required to run different categories of organized retail in India. 02 Shining Consulting:

3 Footfall Some outstanding global examples 19th century Camden in London Upto the 19th century, London s Camden town was not a fashionable locality, it had heavy factories and habitation. In 1973, Camden canal market was transformed into a stylish open market selling all the hip, up-to-the-minute knick-knacks, modish gear and trendy things-to-do, attracting young and funky visitors all week. Indian organized retail requires the façade to be like Camden. Different categories have different defined purchase cycles: for example, FMCG is day, week, monthly driven; automobiles have a purchase cycle of 3, 5, 7 years; for consumer electronics it s 3 to 5 years, and for fashion the purchase cycle is 6 to 12 times a year. The strategic brand promoter can totally control the purchase cycle of any category. Retail facade at Camden today pulls in the impulsive buyer Shining Consulting:

4 Footfall crisis in India It s not easy for organized retail to take India s unstructured human ocean from footfall to conversion. Too many signs, colours and symbols contribute to the cacophony in the marketplace. We have seen this upside down billboard on a main road for 3 months Any brand can put up its billboard in front of mom&pop stores. Often new products are introduced but the old illuminated billboard remains on top. International brands fall prey to such situations too. You require a unique approach that breaks all disturbing factors to grab your relevant shopper s attention in this jungle. Sometimes billboards gets washed out in the rain and sun, often the illumination lights are not lit, an electric transformer on the road hides them.. Façade: Most shoppers enter an organised retail with an impulse mindset, apart from the need based product they come to buy. If your store signage has some impulse exposure shoppers will step in. A roadside quick print service store with sophisticated American machines, exposes its totally washed out billboard. Indian retail facade in prime area: Doesn t address impulse purchase Retail façade marketing is the most crucial factor in India. Retailers spend heavily for a prime place but fail to make a hypnotic façade to facilitate footfall. 04 Shining Consulting:

5 Previous situation of Allen Solly facade The façade of the Allen Solly retail stores was highly need based with no sense of appeal to instantly attract impulse customers, make them curious and change their mentality into a shopping mode. The static façade failed to attract regular footfall despite the stores being in the prime locations. The absence of the dynamism in the façade that s regularly changed has a big power to increase footfall. The absence of the provocative character of the façade failed to appeal instantly to the impulse customers, make them curious and change their mentality into a shopping mode. Shining Consulting:

6 New Allen Solly facade The new Allen Solly façade was recreated with a new provocative appeal that ensured conversion of the impulse customers, by making them curious and changing their mentality into a shopping mode. From formal to 7 occasions of wear We recommended addressing Indian youth, 23 to 28- years-olds who comprise the biggest community of the world, and creating 7 shopping zones with 7 different occasions of wear such as sports, casual, party, semiformal, festive, formal and corporate. To activate this concept in the façade we used 3 big size scrolling panels that demonstrate the variety available in each occasion to increase footfall. New Allen Solly store on Chruch Street, Bangalore 06 Shining Consulting:

7 Conversion Crisis in conversion Merchandize display: Conversion is like a jackpot, you may or may not get a share of the shopper s wallet. That s why there has to be a difference between dumped stock and In-store price segmentation: Most retails in India do not divide the store into 3 price layers, entry, mid and high price. As mass scale shoppers still come in an impulse motif with no clear idea of what they want to buy, if they see high or mid priced items at the retail s entry, conversion will never happen. HIGH PRICE artistic magnification of product display in the store. Shoppers do not buy on seeing a large pile of merchandize in a premium retail. In-store dumped stock display ENTRY PRICE MID PRICE Shining Consulting:

8 Product at the retail s entrance could be a low priced piece of the core product, or some accessory that has a token price. This area needs attractive displays, with a variety of merchandise of different pricing. Foreplay starts here where products look like vibrant offers. Mannequin: In low profile fashion stores in India, there are several mannequins hanging here and there without being customized as part of the selling proposition design. New Allen Solly inside store Instead they love the foreplay of being in front of well displayed merchandize, considering its touch and feel, examining its inherent qualities and benefits. This example below of our design of mannequins with dynamic expressions for Allen Solly store reflects the different occasions of wear for men and women Stop image: To empower different occasions, it requires strong visual impact which can be flexibly changed from time to time to bring newness in the merchandize. Visual merchandise: The design has to be akin to an aquarium of whirling fish. From zone to zone the shopper can be given a different ambience to whirl in. 08 Shining Consulting:

9 Lighting: Lighting at the retail is a crucial element that can change the perception of the merchandise. Flood lighting gives a discount retail appearance, while theatre-stage lighting focuses on the active actor on the stage. To sell premium value products, the retail requires theatre-stage lighting on the merchandize. Lights should not hit the shopper who, like the audience, would be intimidated; instead the actor, which is merchandize here, should get the prominence. Of course this definition changes when the shopper comes in front of the trial room or any mirror in the store. Then the shopper becomes the actor who needs prominence. Lighting inside Allen Solly store Shining Consulting:

10 The more they whirl inside the retail, the more time will they spend, and spending time is another sign that will lead to conversion. 100% movable visual merchandize: All the visual merchandize in the store have to be totally movable to give flexibility for changing the store plan at any time. 10 Shining Consulting:

11 Strategic racks: As per the average height of Indian people, the hand movement reaches up 3.5 feet. In a 6 ft height rack, it is totally useless to put merchandize in the bottom 2 feet as it is below eye level. Doing so would merely make it look like a stock yard. Displaying merchandize above 6 feet is not friendly for shoppers to see and handle easily. Illustrating mix-and-match product variety: In front of every occasion of wear, LCD screens demonstrate the mixand-match criteria of the variety in each occasion. This helps the shopper make up his/her mind. Totally movable independent racks with flexible shelf arrangement design Intangible ambience: Music is needed as an intangible marketing tool. Playing jazz, rock or blues in a very traditional shopping area is a dramatic mistake. Our research reveals that different types of music are required for the morning, afternoon and evening as temperaments differ at those times. If you know your target shopper, music has huge power in the foreplay between the merchandise and shopper. Morning That s why the bottom 2 feet can be used as in-store inventory with different stop images pasted on it to illustrate the variety of merchandize inside these drawers. Afternoon Evening In-store display with inventary facility and space for stop image of the mechandise Shining Consulting:

12 Alchemy of footfall to conversion requires high convergence of multi knowledge such as end-customer understanding, branding, catchment science, architectural and engineering proficiency with high sense of visual expertise. These are the 15 key areas which require micro detail work to get quick ROI in retailing irrespective of the retail category. These are all frontline activities for retail business. Negligence of any one of these areas can create deficiency in ROI. Shining way of driving footfall to conversion for fashion retail 14. Positioning 13. Activation shopper shopper connect connect with with CRM CRM design design 12. In-store CRM design & training 15. Communication 11. Visual merchandise 10. Store ambience & environment with lighting, floor & wall 2. Product strategy 1. Leading concept which can express product character to retail identity to communication 9. Façade 3. Pricing 8. Retail identity 4. Target customer 7. Branding 5. Location strategy 6. Planogram So don t wait for retail footfall and conversion to happen by chance. There is a science here that needs to be addressed as a core subject of Quick ROI Retailing. 12 Shining Consulting: Copyright of all logos and images belong to the respective Cos.