New concepts and themes to attract buyers

Next time around you happen visit a familiar store in your vicinity, there is every chance that a karaoke show or dance competition are on with an idea of making you to linger around. If not, your little child may coax you to enter a tantalizing toy store that lets ‘customer’s try out select toys even whether you buy them or not. Also, you may notice stores that encourage you to be part of carnivals.

Next time around you happen visit a familiar store in your vicinity, there is every chance that a karaoke show or dance competition are on with an idea of making you to linger around. If not, your little child may coax you to enter a tantalizing toy store that lets ‘customer’s try out select toys even whether you buy them or not. Also, you may notice stores that encourage you to be part of carnivals.

These are tricks that retailers are trying out to fight the apparent effect slowdown in an endeavor to boost sales. They are traversing the attention-grabbing sale posters and neon signs so as to look at newer and more ingenious methods to not only improve footfalls but also to ensure the people remain in the stores for a longer period of time. A news report in The DNA studies the rationale of the new marketing mix.

Writer Nupur Anand mentions that store owner realize that longer a shopper stays in the store, the better the chances that he or she will buy something. Quoting Biren Vaidya, managing director of Rose group of companies, which include Watches and More, the article points out how the new store concepts have become absolutely necessary to woo shoppers. He avers, “Times have changed and therefore, the conventional form of retailing needs to go. We need to welcome the consumers and give them a reason to walk into the store.”

According to retail marketing experts, such events are seen more in categories that are perceived discretionary and more impulsive in nature. The idea is clearly if ones loiters around for a while in a store, one is more likely to be tempted by its displays.”

Experts point out that several retailers have also started doing away with doors at the start of the store, to encourage more walk-ins. In this whole endeavor, India’s thriving gifting industry can play its part, too. It can come up with innovative ideas so as to capitalize on the retailers’ relationship-building thrust, as is evident.

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