PART -2
LECTUTER- ASST PROF TAMOGHNA
MANDAL
AMITY UNIVERSITY KOLKATA
MODULES
Weightage (%)
Module I: RETAIL MANAGEMENT
Retailing & Retailer defined, Indian Retailing-Changing Phases,
20%
Module II: RETAIL FORMATS
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Evolution of retail format
Classification of various retails format,
Purpose of retails format
Elements of Retail mix (Types of merchandise offered, Variety and assortment of merchandise, and Price strategy followed, Level of
Customer service.
Types of retails format based on Price range, ownership, product assortment, amount of service.
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20%
Module III: LOCATION PARAMETERS FOR RETAIL STORES
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Types of retail locations.
Their features, advantages & disadvantages,
Location decisions for new and existing stores
Location and retail strategy
Unplanned retail location,
20%
Module IV: MULTICHANNEL RETAIL FORMATS
Types of multichannel retailing
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Brick-and-mortar
Direct-to-consumer e-commerce
Social media channels
Telephone orders
Online marketplaces
Catalog Channel
Multichannel vs. omnichannel retailing
20%
Module V: INTERNATIONAL RETAILING
•
Entry strategies, International Brand & retailers, Retail Market Strategy
20%
QUICK OVERVIEW
• Retail industry is one of the largest in India.
Biggest in employment
• Growth came in 1990.
• Corporate entry- tata, Piramal's Raheja’s ITC
• Reliance ,Aditya Birla, Godrej, Mahindra,
Future value Retail
• Channel distribution of retailers
Keys trends of retail rise
• 5th Largest global destination
• Disposable income on rise
• Exposure to genZ
• Digital payments
• Efficient environment
• Supply chain
• Omni channel retailing
• Economic growth
• brand consciousness
• increasing use of digital payments
• and a growing demand for convenient and
• fast delivery options across various retail formats
Defining generations age
and names
The Greatest Generation (GI Generation)
Born 1901–1927
The Silent Generation
Born 1928–1945
Baby Boom Generation
Born 1946–1964
Generation X
Born 1965–1980
Millennial Generation or Generation Y
Born 1981–1996
Generation Z or iGen
Born 1997–2010
Generation Alpha
Born 2010-2024
Generation Beta
Born 2025-2039
• Factors behind changes of
Indian retail Industy
• Economic Environment
• Consumerism
• Brand profusion
• Availability of Real Estate
• rapid shift towards online shopping
• increased adoption of technology like AI and machine learning
• growing focus on personalization
• expansion into Tier 2 cities
• and a growing emphasis on omnichannel retail experiences
Breaking the bulk
Providing product mix & line &
assortment
• Sephora is a French multinational retailer of personal care and
beauty products, offering nearly 340 brands alongside its
own private label, the Sephora Collection. Its product range
includes cosmetics, skincare, fragrance, nail color, beauty
tools, body products, and hair care items.(product line)
• The company was founded in Limoges, France in 1969 and is
currently based in Neuilly-sur-Seine, France.
• Since 1996, Sephora has been owned by
the luxury conglomerate LVMH.
Product mix
Benefits of retailing
• Breaking the bulk
• Providing assortment
• Holding inventory
• Providing after sales services
• Providing information
CONGLOMERATION OF LVHM
• LVMH Moët Hennessy Louis Vuitton SE (LVMH) is a
multinational luxury goods conglomerate that specializes
in: wines and spirits, fashion and leather goods, perfumes and
cosmetics, watches and jewelry, and selective retailing.
• LVMH is the world's largest luxury goods group and is
headquartered in Paris, France. It was formed in 1987 when
Louis Vuitton merged with Moët Hennessy, which was itself a
merger between Moët & Chandon and Hennessy. LVMH owns
75 luxury brands, including: Louis Vuitton, Christian Dior, and
Tiffany & Co
Unorganised retail industry
• Run locally by the owner or caretaker of a shop.
• Lacks technical & accounting standardization.
• Supply chain & sourcing are also done locally to meet local needs.
• Limited Profit.
• Limited customers
• Limited Investment
Organised retail sector
• Customers interacted with professionals and not with just one single person - the
owner.
• An important point here is that customers' requirements are catered to by trained
staff.
• Organized retailing is characterized by comfort, style and speed.
• Has a accounting transparency (with proper usage of MIS and accounting
standards).
• Organized Supply Chain Management with centralized quality control and sourcing
(certain parts can be locally made)
Geo targeting advertisement
• Geotargeting is a type of advertising strategy in which location
data is used to engage an ideal audience with a personalized
message that is relevant to their preferences. Location data
allows you to direct people to products or services in their
immediate vicinity, increasing their purchasing proclivity
• When geotargeting, you can divide your audiences into
different categories, for example, audience targeting, location
targeting, and weather targeting:
• For example, a car repair shop or auto dealership might run a
geotargeting advertising campaign to show a certain ad to people
who are within 10 miles of the shop’s location.
• Geotargeting advertising is even more specific.
• When consumers opt-in to location services for apps on their phones
(such as a retail or restaurant app), geotargeting advertising lets you
show ads based on their actual location.
• For example, if you run a quick service restaurant or clothing store,
you can show ads to target consumers who are close to the premises
and encourage them to visit.
• In a nutshell, geotargeting helps advertisers create more relevant,
targeted promotions for consumers, resulting in increased
engagement.
Geofencing Marketing
• Send timely, relevant messages to your potential customers
when they enter a predefined location or geographic area.
Mapsted’s mobile geofencing marketing platform can help you
reach your marketing goals in a variety of ways. Since our
geofencing technology doesn’t require using beacons, Wi-Fi, or
additional external hardware, it works anywhere.
Geo fencing advertising
HYPER LOCAL BUSINESS MODEL
• The term ‘Hyperlocal’ refers to ‘a small geographical area’.
Hyperlocal delivery model is when delivery of products is done
within a particular geographical area. The pick up location from
where the order is packed and the customer’s address should
lie within the same pincode.
• This kind of delivery model works mostly in cases of groceries,
medicines, regular household items, food delivery and even
services such as plumbers, electricians, carpenters etc. The
USP of hyperlocal e-commerce businesses lies in their ability to
deliver products and services at unbelievably fast speed.
Hyper local ..the hype…
• The latest buzzword in the e-commerce space is a hyperlocal system. Grocery
delivery, ordering food, house care, personal care services, etc. have taken
another dimension altogether ever since the popularity of hyperlocal ecommerce platforms rose.
https://cedcommerce.com/blog/what-is-a-hyperlocal-delivery-model-and-howdoes-it-work
Key Trends for Retail Rise
• Rising popularity of hyper local
services(https://mapsted.com/blog/the-perks-of-usinggeotargeting-technology)
• https://www.feedough.com/hyperlocal-businessmodel/
Indian retail, landscape
• Indian organized retail landscape consists of
the following retail format
• A. Supermarket– large self-service outlets
(Tesco ,Asda, Spencers)
• B. Hyper market- smaller than supermarket
(smart bazar)
• C. Specialty Store- specific product (specialty
stores are retail businesses that focus on specific product
categories,
• D. Cash and Carry- B2B focused retail for
EXERCISE
• Discuss the role of a hyperlocal delivery model during
Covid-19 and how it gained popularity in the next few years
.
• Discuss and explain or make a PPT presentation on geo
marketing and geo fencing citing example
• https://blog.gwi.com/marketing/retail-trends/
• https://www.indifi.com/blog/top-3-trends-changing-retailindustry/
• KEY WORDS- GEN-Z, SEPHORA, PHYTIGAL RETAIL,
BABY BOOMERS
Key drivers of the retail
industry
• Growth of nuclear family (opposite of extended)
and working population leading to increasing
disposable income
• Liberalization of FDI for both single brand or
multiple brand retailing.
• Growth of Urbanization
• Increased wealth
• Untapped rural sector
• Growing customer aspiration and preferences
Major Challenges
• Lack of adequate infrastructure
• Lack of attractive retail space
• Lack of skilled manpower
END OF MODULE --1
SUMMARY OF MODULE 1
• Summary of Retail Industry in India
• Key trends of Retail Rise in India
• Factors for Changing phases of Retail Industry
• Benefits of retail Industry (details)
• Organized and unorganized Sector
• Geo- targeting and Geo- fencing
• Hyper local business Model
• Indian retail landscape
• Key Drivers to Retail Industry
• Major Challenges
https://walton.uark.edu/insights/evolution-of-retail-formats-enhancingcustomer-experience.php