Die Stimme der indischen Verbraucher

Von Ramesh Hariharan, Geschäftsführer von Defussion Knowledge Solutions

Today’s organized retail sector in India is valued at $7 billion, and within 3 years (by the year 2010) the figure shall be 3.5 times as large at $25 billion. Many Indian and foreign companies are eyeing a piece of the pie in the overall market, and are already investing heavily in infrastructure and brand building. The consumer of today has many choices as far as brands are concerned, and their choices on which retail stores to choose are increasing day by day.

More often than not, the retailers in India fail to understand the customer because of the rat race they are in. They tend to ignore the customer servicing, which could be detrimental in the long term. Yet unbeknownst to many retailers, the impact of a company’s customer service will likely be visible in the near future. To stay ahead of the competition, retailers in India need to know their consumers better and should keep them from day one!

Wichtige Fragen für Einzelhändler

• Wie können Sie sich differenzieren, um die Nase vorn zu behalten?

• Wie gewinnt man Kunden und hält sie?

• Wie kann man mehr verkaufen? Wie kann man besser verkaufen?

Neuüberlegungen für den indischen Einzelhandel: Der Fokus der Unternehmen liegt auf dem Verbraucher

• Kennen Sie Ihre Kunden besser als konkurrierende Einzelhändler!

• Kennen Sie ihre täglichen Aktivitäten!

At the same time, understanding the Indian consumer is one of the most difficult aspects of retailing. One tool used is feedback (comment cards) forms. Even though it tries to understand the consumer, more often than not, it offers little value to companies, because most feedback forms are:

• Unbeaufsichtigt

• Veraltet

• Alle sehen gleich aus

• Handeln als bloßes Lippenbekenntnis

Effektiverer Einzelhandel in Indien
Um ihre Position beim Verbraucher zu stärken, sollten Unternehmen im indischen Einzelhandelsmarkt folgende Maßnahmen in Erwägung ziehen:

• Kundensegmente aus demografischer und verhaltensbezogener Sicht besser verstehen

• Belohnen Sie bestehende Kunden und bauen Sie Loyalität auf

• Create fresh selling, up-selling and cross-selling opportunities

• Verschaffen Sie sich einen Innovationsvorsprung gegenüber Ihren Mitbewerbern

• Give a fresh perspective on customer understanding

Understanding consumers (and their competitors’ customers) and catering to their needs has yet to become popular in India. Those retailers who bring in a fresh perspective to customer servicing in the Indian context and those who act along those lines can increase their chances of becoming future leaders. To reach such a position, they need to understand their customers on a daily basis and should hold on to them.

Contributing Company:
Defussion Knowledge Solutions. Bangalore, Indien. www.defussion.com
Kontakt: Ramesh Hariharan. [email protected] +91 80 6699 4513.

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