La voce dei consumatori indiani

Di Ramesh Hariharan, direttore esecutivo di 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!

Domande chiave per i rivenditori

• Come differenziarsi per stare al passo?

• Come attirare i clienti e trattenerli?

• Come vendere di più? Come vendere meglio?

Ripensare la vendita al dettaglio indiana: l'attenzione delle aziende al consumatore

• Conosci i tuoi clienti meglio dei rivenditori concorrenti!

• Conosci le loro attività quotidiane!

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:

• Incustodito

• Obsoleto

• Sembrano tutti uguali

• Agisci come un mero servizio formale

Vendita al dettaglio più efficace in India
Le aziende nel mercato della vendita al dettaglio in India dovrebbero prendere in considerazione alcune delle seguenti azioni nella speranza di migliorare la loro posizione presso i consumatori:

• Comprendi meglio i segmenti di clientela dal punto di vista demografico e comportamentale

• Premia i clienti esistenti e fidelizzali

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

• Avere un vantaggio innovativo rispetto ai tuoi concorrenti

• 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:
Soluzioni di conoscenza della defusione. Bangalore, India. www.defusion.com
Contatto: Ramesh Hariharan. [email protected] +91 80 6699 4513.

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