Shoppability in the Indian context

Abstract

Retail consists of the sale of goods or merchandise from a fixed location, such as a department store,boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser.The ultimate goal of retailing is to bring together supply and demand, to provide consumers with aselection of goods and services that satisfy their needs profitably. Over the years, the retailers havedeveloped sophisticated logistical systems to streamline product distribution, manage inventory, allocate shelf space efficiently, and replenish stocks on a just-in-time basis. However on the demandside retailers continue to have difficulty creating shopping environments that engage consumers’needs and convert these desires to purchases thus increasing their planned sales. It is also importantfor the retailers to estimate and improve the sales on the basis of consumers’ unplanned purchases.Shoppability is the ability of the retail environment to translate consumer demand into purchase.While the experience is different in every store, the result is the same for every shopper i.e.,customer delight. The sole purpose of this concept is to improve consumers’ accessibility toproducts, increase their efficiency in shopping and hence increase their convenience. Hence, themain indicators of Shoppability are consumer engagement and purchase conversion.But what kind of store features indicates high Shoppability? One of the most striking features is theattractive appearance of stores. They have the ability to engage shoppers by making a connectionwith the salient and latent needs that drive purchase. The store layouts, fixtures, lighting, andmerchandising all call the customer’s attention to the products and their benefits, while reinforcingthe retailer’s brand identity. And the stores keep the experience fresh by providing a steady streamof innovations — new goods and services, promotions, and special events — to delight shoppers.A second trait of such stores is their visual simplicity and transparency. A transparent store is onethat is easy to navigate. Visual clutter is minimized. A transparent store is one that feels familiar andcomfortable. Products are organized in ways that make sense. The store layout and productpresentation are consistent with expectations.A third trait is that the best stores provide a convenient and enjoyable shopping experience.Shoppers can enter the store, pick up what they need, and check out in a reasonable amount oftime. Destination categories and promoted items are easily accessible and complementary productsare located nearby. The stores deliver an acceptable level of comfort even during the busiestshopping days.