Elementary Queries

What is Retail?

Retail is the art, science and commerce of selling to the end customer.

That sounds very simple doesn’t it? But did you notice I said selling to the end-customer and not just selling?

Now suddenly does it take on a different hue?

Selling can be to anyone. To a distributor or dealer, to a shopkeeper or to a company.
It’s only when you are selling directly to the end customer or consumer does selling become Retail.

You might right now be feeling like saying but ‘that’s elementary by dear Priyanka’.
But hang on a minute isn’t it true that at times the simplest of truths are overlooked in an attempt to get at more complicated and seemingly enormous falsehoods?

So no harm in reiterating the obvious. Infact for those who wish to be or are already linked to the retail scene in any manner I would suggest that this be a mantra they repeat before, during and after every meeting and brainstorming session.

“Retail is the art, science and commerce of selling to the end consumer.”

The reason for being so emphatic about this point is the utter neglect or convenient slotting into stereotypes I witness at every meeting of that one person who is pivotal to the entire retail exercise “THE CUSTOMER”

He/she is nicely fitted into an existing matrix which on the basis of annual income, ownership of a car or AC and age claims to be able to access his/her innermost desires and thoughts.

Now how smart is that?

We are a country of billion plus and growing, then how difficult is it for those racking (as well as wrecking) their brains inside closed rooms is it, to just walk out and speak to a few flesh & blood customers and understand what it is that they really seek in a brand?

The Indian customer has always been quirky; I have personally known people who would preserve Shoppers Stop plastic bags only to be able to carry the merchandise they picked up at Sarojini Nagar’s export reject markets in them.

What’s the point you ask?

The point was the impression it made on the neighbours who assumed the frequent shopping trips were to Shoppers Stop.

The same girl who uses nothing but L`oreal products for her skin and hair also regularly eats pani-pooris at the neighbourhood chaat stall.

The Aunty who pours Ayur shampoo into the empty Sunsilk bottle is known to many. So is the uncleji who keeps Four Square cigarettes in a pack of Marlboros.

And I have met a plumber whose latest mobile phone with touchscreen put me in great discomfort as I tried my best to keep my plain Jane Nokia 6300 out of sight.


So coming back to the root point…please, please go out spend time in the shops, markets and malls….see how buying decisions are made or rejected and talk with the customers. At the risk of never being hired again may I say that the shop floor executive of a brand maybe able to give you more insights on how to successfully reach out to the customer than the GM –Marketing for the same brand.