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Retail Environment |
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Average
size of retail area available is < 250 sqft. |
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Multiple
brands vying for shelf, display & storage space. |
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Acute
visual clutter of POSM e.g. posters, danglers, buntings of various
brands. |
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Retail
trade ignorant and unexposed to the principles, concepts & trends
of merchandising. |
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Competitive
Environment |
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Dominant
retail presence aimed at promoting P4 and pre-empting AMD. |
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Innovative
POS display schemes: Mystery Shopper etc. |
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Use
of imported, high quality POSM. |
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Logitech
providing standard display racks. |
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Microtek
, Iomega, Canon, Seagate, Epson, etc. add to the retail clutter
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Retail Initiative Retail channel partner priorities. |
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Initiated
retail research to study and understand |
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Consumer
footfalls & behavior at the retail. |
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Sales
patterns and brand priorities. |
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Impact
of POS merchandising. |
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Retailscape
conducted the retail research by visiting 80 outlets across 6 cities.
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Key
Retail Learnings |
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Dedicated
Retail outlets are a costly and unviable proposition because : |
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Consumers
need choice of brands to make purchase decisions. |
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Consumers
willing to buy assembled PCs, as long as essential components were
of reputed brands. |
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Retailer
backlash against dedicated stores. |
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Retailers
willing to learn and be trained in modern retail merchandising and
retailing concepts from experts. |
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Top
Retailers eager to participate with Samsung multi brand initiative,
if presence is customized to their needs. |
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Flagship
Stores with dedicated Samsung Shop-in-Shops to set benchmarks for
the computer retail industry. |
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Samsung
senior management initiative to break the clutter and redefine brand
visibility at retail. |
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Re-allocation
of budgets in favor of permanent, customized, innovative & high impact
merchandising. |
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Retail
communications to focus on consumer benefits, product features & lifestyle
imagery. |
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Shift
of focus from reactive to proactive merchandising : |
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Samsung
to set benchmarks for itself rather than focus on countering competition.
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Seek
first mover advantage through innovation. |
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Samsung
Retail Initiative: Shop in Shop Concept |
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SIS
Concept aimed at addressing all key retail issues and critical priorities.
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Align
retail partners and seek their buy-in and financial commitment for
participation. |
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SIS
Design Strategy : |
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Futuristic,
Modern, Classy: use of brushed steel & glass. |
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Functional,
Sturdy, Modular, Ease of installation . |
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Branding
Elements to focus on products & lifestyle. |
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Identify
& customize additional branding opportunities in key retail to
have dominant presence. |
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Brand
Shop-in-shops as Samsung Digital Arena. |
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Samsung
Digital Arena: Outlet Identification |
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Outlet
Selection Criteria: Visited 80 outlets across 6 cities. |
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Outlet
Selection Criteria based on : |
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Availability
of prime retail space. |
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Location
of outlet in the IT cluster market: high dealer & customer walk-ins
. |
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Location
of outlet as a stand alone retail point with high customer walk-ins.
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Shop-in-shop
concept & designs were shown to selected retail partners and formally
ratified through Samsung Retail Agreements. |
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Samsung
Digital Arena: Location:Shop-in-shops |
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Location
of Shop-in-shop within the outlet: Selected prime location within
retail outlet, depending on shop layout & space availability.
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‘L’
shaped formation in large outlets. |
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Location
of shop-in-shop early & prominent in traffic flow. |
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Most
visible & prominent location in the outlet. |
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Shop
in-shop location to factor in space requirements for display and demonstration
of a live BUPC set. |
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TFT,
Laser printer, OMD, HDD, Mouse, Keyboard to be on display, along with
brochures & promotional offers. |
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Samsung:
Shop-in-shop Designs |
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Outlet:
Compucity - Pune
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Samsung
Shop-in-shop: Nemi Computer - Pune
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Decision-Making
Space & Reinforcement Space |
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A
well segregated and dedicated space for Samsung products helps create
a visually appealing experience for the customer. |
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All
Samsung products being available in one location helps create a one
stop shop for customers. |
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Availability
of product brochures and visual information about the brand encourages
customer to buy the product. |
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Opportunity
area branding helps to reinforce the brand in the eyes of the customer.
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Using
retail space effectively helps maximize brand visibility and increases
trust in the brand. |
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Permanent
Branding |
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Samsung:
Merchandising |
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Identified
& analyzed 2,000 outlets in 32 cities. |
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Weekly
visits at the retail outlets for POS installation, refurbishment &
maintain focus. |
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Installation
of merchandising materials, customized to the retail space available
and outlet requirements. |
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Dealer
Record Cards (DRCs) maintained to monitor the merchandising process
at the retail and MIS reports. |
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