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In a retail outlet, footfall is the shopper’s mechanism of non assisted magnetism; conversion comes from the foreplay between the merchandise and shopper. With organised retail comprising just 3% of India’s retailing today, the whole world is looking at how to glamorize it to entice a billion plus people to spend. There are just a handful of global brands that have the capacity to pull in shoppers by their brand power. Product at the retail’s entrance could be a low priced piece of the core product, or some accessory that has a token price. Foreplay starts here where products look like vibrant offers.
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