La voix des consommateurs indiens

Par Ramesh Hariharan, directeur exécutif de 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!

Questions clés pour les détaillants

• Comment se différencier pour rester en tête ?

• Comment attirer les clients et les fidéliser ?

• Comment vendre plus ? Comment mieux vendre ?

Repenser le commerce de détail indien : les entreprises se concentrent sur le consommateur

• Connaissez mieux vos clients que les détaillants concurrents !

• Connaissez leurs activités quotidiennes!

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:

• Sans surveillance

• Dépassé

• Tous se ressemblent

• Agir comme de simples paroles

Un commerce de détail plus efficace en Inde
Les entreprises du marché de la vente au détail en Inde devraient envisager de prendre certaines des mesures suivantes dans l'espoir d'améliorer leur position auprès des consommateurs :

• Mieux comprendre les segments de clientèle du point de vue démographique et comportemental

• Récompenser les clients existants et les fidéliser

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

• Ayez un avantage innovant sur vos concurrents

• 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:
Solutions de connaissances en défusion. Bangalore, Inde. www.defussion.com
Contact : Ramesh Hariharan. [email protected] +91 80 6699 4513.

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