インドの消費者の声

Defussion Knowledge Solutionsのエグゼクティブディレクター、ラメシュ・ハリハラン

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!

小売業者にとって重要な質問

• どのように差別化を図って先頭に立つか?

• 顧客を引き付け、維持するにはどうすればよいでしょうか?

• もっと売るにはどうすればいいでしょうか? もっとうまく売るにはどうすればいいでしょうか?

インドの小売業の再考：企業の消費者重視

• 競合する小売業者よりも顧客をよく理解しましょう。

• 彼らの日々の活動を知ろう！

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:

• 無人

• 時代遅れ

• どれも同じに見える

• 単なる口先だけの行為

インドにおけるより効果的な小売業
インドの小売市場の企業は、消費者に対する地位を強化するために、以下のいくつかの対策を検討する必要があります。

• 人口統計と行動の観点から顧客セグメントをより深く理解する

• 既存顧客に報酬を与え、忠誠心を高める

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

• 競合他社に対して革新的な優位性を持つ

• 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。インド、バンガロール。www.defussion.com
連絡先: Ramesh Hariharan。 お問い合わせ +91 80 6699 4513.

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