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Retail Strategy in India – I

Retail strategy is a process of defining the direction and scope of a retail firm over the long-term, which achieves advantage for the firm through its configuration of resources within a challenging environment, to meet the needs of market and to fulfil stakeholder expectations. Before developing the strategies it is vital to visit various aspects of strategies. So in order to understand the relevant aspects, the different strategies are handled (of this series of blogs) at different sections to make it easy for a retailer to understand better and develop strategies from time to time. This blog contains the first section which deals with concepts like vision, mission, store differentiating strategies, retail growth and expansion strategies.

a. Strategies to develop vision:

Many retailers do develop a vision before venturing into retail business, so that the direction of the company is set in order to achieve profit maximization and efficiency. Some of the questions answered for setting directions are:

• 1.Why am I in business?
• 2. Who do I serve?
• 3. How big is my market?
• 4. What is my purpose?

b. Strategies to develop mission:

After setting vision, retailers do develop mission at different stages in order to achieve the vision. For example, what are the accomplishments needed to be made during the next planning period (2-3 years usually) in order to get closer to the vision.

c. Store differentiating strategies:

After setting mission, it is important to position retailer as “unique” in the market. Some of the marketing techniques like segmentation strategy, positioning etc are found beneficial to establish strong identity in a specific market. Using these strategies, a retailer differentiates himself from the competition and establishes an image that is unique. For example, the strategy of Big Bazaar™ is to position itself as the best, cheap and quality products provider among the competitors in the market.

d. Retail growth and expansion strategies:

Growth is an inevitable desire of a retail business. In the present retail environment, it is harder than ever to grow by rolling out more stores and more SKUs. So, planned or purposeful growth requires a framework for thinking about growth opportunities like optimizing, expanding and redefining the business. It requires a process to investigate, generate, evaluate, and initiate growth opportunities.

Some of the aspects which require undergoing above said process are:

• 1. Developing stratergies by integrating with economic indicators like GDP, disposable income, population, consumer preferences, and demand.
• 2. Identification of existing growth patterns that we can position towards it.
• 3. Evaluation of unmet needs of the consumer, market, channel, accounts that are not being pursued by competitors.
• 4. Internal or business model barriers that are preventing potential growth.

By defining these specific directions, it helps a retailer to develop strategies which are justifiable, realistic and sets a retailer on right path to achieve vision of the company.

“Vision without action is a dream. Action without vision is simply passing the time. Action with vision is making a positive difference.” - Joel Barker

Contd…..

Jethendra. B. K
Retail Consultant

CustoLogix Solutions

CustoLogix with its experience on retail strategy consulting, help the retailers across globe to develop strategies on sales units and profits. To know more about retail strategy consulting opportunities please visit CustoLogix at www.custologix.com/service

About the Author

Retail Consultant,
Lead Business Analyst

Do I need to hire models to show my clothing on my retail website?

After I set up my retail website and purchase the products; how does one go about showing the clothing, etc. on the site?

I don't think you 'need' to hire models, it's just an option. Just remember if you're going to have people wearing the clothes, make sure they look good in them. I'm sure you could have family or friends do it for fun... but it's about selling the product, so choose people who will wear the clothes well.

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