Sensual To Essential-Anusha Mishra-Part - 2

Customer Interaction in
Traditional Lingerie Boutique
anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 47

Fazals, located on Commercial Street, is a lingerie boutique
which is one of the category Fazals own. The other two are
Fazals Sari Lehnega Boutique and Fazals Dress Point. They
are established since years and have a loyal customer base. Format : Traditional Lingerie Boutique
In addition to their loyal customers, Fazals draws new Name of the Shop : UNDERSCENE, FAZALS
clientele too because of good word of mouth and a descent
presence on the Commercial Street. Location : COMMERCIAL STREET, Bangaluru

Customer Interaction - UNDERSCENE, Fazals
A destination for regular customers. Women under “Aunty”

segment are frequent to this store.They are planned
purchasers and come with their daughters who are
generally in the age group of 13-16.
Customers generally walk in the afternoon with other ladies

10
and women with their husbands come on weekends.
9
7
No. Of visits per day
0
Customer segments
visiting the store Belly Busters with HUSBAND
Aunty with DAUGHTER
Chetna and NISHA
(Data collected from staff at the store)

Customer Interaction - UNDERSCENE, Fazals
Merchandise Preferences Lingerie of all ranges from super premium to mid-segment share their space at
Underscene and Fazals.
Super Premium
Brands Super-premium branded lingerie is most preferred by Belly Busters rather than
the Chetna segment as Chetna shops for her super-premium lingerie on her visits
Premium to abroad.
Merchandise
Premium category is percieved as an investment by Aunty.
Mid Segment
Imported Hongkong merchandise is preferred by CHETNA as she is comfortable
Merchandise purchasing it from this store. The level of service remains the same.
Imported
Merchandise
Briefs 3-1 pack

Co-customers and their Interaction : UNDERSCENE
BELLY BUSTERS AUNTY CHETNA
Staff considers her a potential A good persuasion skill can Regarded as a customer.
STAFF BEHAVIOR
customer as she has come with work well for this Her interests are also taken
her husband, the chances of Co-customer. care of.
browsing transforming into
purchase will be high.
SPACE INTERACTION Husband is at ease as there is

seating available. The
merchandise is packed and
stacked to give a comfortable
env.
CHANCES OF CHANGING NO HIGH HIGH

INTO A CUSTOMER
Would not prefer coming Factor : Familiarity Factor: Privacy and Security
alone.

Take Away - UNDERSCENE, Fazals
Shopping baskets with the name of the staff on it
- Personal connect with the customer

- Better handling of the merchandise
- Self initiation of the staff increases
- Comfortable browsing
Self-Sizing Instructions inside the trial room
- NO measurement tape
- Not of much help..but a good start
- The instructions should be more precise and helpful

UNCLUTTERED DISPLAY in the glass box directs towards good

QUALITY and PERSONALIZED service
Billing counter
Medium of division between the different categories is not
only by layout but also by staff presentation
Super-Premium Mid-Segment
Premium Section
Trial room

This factor can trigger feelgood and

footfall into the store. Self-
PRIVACY appreciation starts with knowing
one’s own body type and appreciating
6/10 it. Trial room has a potential but

interaction with staff matters a lot.
SELF
SURPRISE
APPRECIATION
7/10 4/10
Score
SAFETY &
FAMILIARITY
SECURITY
7/10 SPACE &

8/10
COMFORT
Trial pieces pulled out from the
stacked merchandise and unpacked
in front of the client has a positive
affect on the customer. Female staff
7/10 Prime Factor
with one on one assistance eases the
customer. Require immediate attention
(Inferred through observation)

Lingerie Section in a Mall Format

Format : Mall
Name : LIFESTYLE
Location : Koromangala, Bangaluru

Customer Interaction - LIFESTYLE
The participation of the co-customers is high therefore the

number of visits to this store is high. The customer and their
partners are comfortable due to the space and mood.
10 Availability of several super-premium brands makes it a place
where customers can find, try, compare different styles from
9 different brands.
7
0
Youngistan with BOYFRIEND/FRIENDS
Customer segments Belly Busters ALONE or with HUSBAND

visiting the store Aunty with DAUGHTER
Chetna and NISHA

Customer Interaction - LIFESTYLE
YOUNGISTAN BELLY BUSTERS AUNTY CHETNA
This segment visits Lifestyle The display and brand Purchases branded 3-1 pack Planned purchaser
with her boyfriend or friends representatives eases the of briefs. As lingerie falls into Brand loyal and style specific
for purchase. customer. the utility list her involvence Not very experimentative in
Unplanned purchase. Display initiating touch by is very low. terms of trying out new styles
Comfortable environment the customer is a trigger for
and trial rooms are triggers. this customer segment.
Merchandise Preferences
Function Wear The merchandise at Lifestyle can be segregated into - Function Wear, Fashion Wear,
BridalWear and Briefs in 3-1 pack. The function wear section is a basic wear which
ranges from Rs. 399/- to Rs.1699/-. As the brands have arrived in India recently for
the ignorant yet aspiring Indian women, it is very important for the staff to know the
different aspects of the merchandise to suggest the customer accordingly.
Fashion Wear
The Bridal Wear and Fashion Wear are the delight factors for the lingerie section.
The Bridal Wear is preferred by Youngistan whereas the young, peepy Fashion Wear
is preferred by the Belly Busters the most.
Bridal Wear
Multi-brand Lingerie specific section with Brands and Brand Representatives stirs a
lot of comfort level and a modern day shopping experience.
Briefs 3-1 pack Importance in terms of layout, display, service lacks on the ‘Brief’s section’.

Take Away - LIFESTYLE
Brand Identity helps in navigating through the section ..

But not effective while browsing for specific ‘Style’
Brand and Style awareness is low amongst the Indian women, and the
mall format gives them an opportunity to expose themselves to and
experiment with the better quality and fitting lingerie in a comfortable
environement.

Trial room specific to the section for

PRIVACY OF CHOICE and COMFORT
The trial room experience can never be overseen.

Trial rooms can be a store’s footfall driver. Here
although the trial room was shared by the Female
ethnic wear but it was right besides the Lingerie
section.
Ergonomically appropriate display
Fixtures and hangers for Lingerie -

needs rethinking & redesigning
Hangers and fixtures should accentuate the product

and should be easy to handle.
The display should not be above the eye level and not
below the waist.

As the customers visit with their

partners, there is an opportunity to
delight the customers with
surprises they desire to receive.
Surprise could be in terms of PRIVACY
privacy, merchandise, welcome,
display or environement they both
could indulge in.
7/10
SELF
SURPRISE
APPRECIATION
5/10 7/10
Score
SAFETY & As the staff is on rotation basis

FAMILIARITY familiarity with the staff is low.
SECURITY
The space is very open which
7/10 SPACE &

4/10 doesn’t allow a customer to have a
private conversation with the
staff.
COMFORT
7/10 Prime Factor
Require immediate attention

Exclusive Lingerie Store

An exclusive store for lingerie, sleepwear and lounge
wear from the authentic french women wear brand,
Etam.
The store location is not appropriate as Lido Mall has
very less footfalls. The main attraction of this mall is
Fame Lido, the cinema theatre. The communication Format : Exclusive Lingerie Store
strategy adopted to locate Etam in this mall does not Name : ETAM
work. As exclusive lingerie store is a new concept and
market is unaware of it, the brand communication Location : Lido Mall, Bangaluru
strategy plays an important role.

Customer Interaction - ETAM
Etam has to work on its positioning and communication

strategy to have a brand presence amongst the other super-
premium brands like triumph and enamor.
10
Lido mall attracts less footfalls, and no regular customer base
9 for Etam is creating threats for this six month old store in
Bangalore.
8
7
0
Customer segments Youngistan with FRIENDS
visiting the store
Belly Busters ALONE or with HUSBAND
Chetna and NISHA or ALONE

Customer Interaction - ETAM
YOUNGISTAN BELLY BUSTERS CHETNA
The products available here Her need is variety and Etam comes in her brand list
are gratifying for this quality in merchandise. Etam but the store doesn’t make
segment but this segment has provides both, but inefficient her comfortable enough.
alternative options other than communication affects the With no exclusive service and
this store. expectations of the segment. hard to browse merchandise
display, the segment is
dissatisfied.
Merchandise Preferences
Function Wear
ar
Fashion Wear
The footfalls into this exclusive store is very low. The ambience of the store is not
gratifying either. The availability of merchandise at a high price doesn’t justify the
Comfort Wear queries of the customers.
The unexpressive brand representative is a huge dissatisfaction.

Briefs Although Etam stores a huge variety but the display strategy and environment
doesnot pull the customer in.

Unexclusive display at exclusive lingerie store
The printed leaflets distinguishing the different sizes is

inappropriate in an exclusive store as it falls down while
browsing.
Size-wise display is very convenient but customers seek for

variety and comfort.

An opportunity to display style-wise
Etam’s merchandise is designed for different moods and

personas. Style-wise display, if adopted, can contribute to
its brand image.
Lack of surprise element although navigation

through the store is good
Trial room
Store
Billing
Mannequin Mannequin

As the customers visit with their

partners there is an opportunity to
delight the customers with
surprises they desire to receive.
Surprise could be in terms of PRIVACY
privacy, merchandise, welcome,
display or environement they both
could indulge in.
7/10
SELF
SURPRISE
APPRECIATION
5/10 7/10
Score
SAFETY & As the staff is on rotation basis

FAMILIARITY familiarity with the staff is low.
SECURITY
The space is very open which
7/10 SPACE &

4/10 doesn’t allow a customer to have a
private conversation with the
staff.
COMFORT
7/10 Prime Factor
Require immediate attention

TAKE AWAYS
PACKAGING alludes RELIABILITY & BRAND RECALL
PACKAGING
CATALOGUE
Alludes
RELIABILITY
&
BRAND RECALL
Full view of the store in one glance = NO Surprise...NO recall value
Brand No
Full view of No
Loyalty RECALL
the store SURPRISES
diminishing VALUE

TAKE AWAYS
VISIBILITY of merchandise DRIVES the customers IN

Right merchandise
at Drives
right price customer
in
CUSTOMER
in side the
store
Variety
Merchandise
VISIBILITY
Display
PRIVACY has HIERARCHIES
Browsing
Choosing Taking
of Trial Room Billing Privacy
product opinions
Product

TAKE AWAYS
DISPLAY should suggest VARIETY
Customer INSIDE suggests AVAILABILITY of right merchandise at right price
Catalogs talk of SERIOUSNESS
Bridal collection is VISUAL APPEAL for the section
SUBTLENESS of mannequins increase with rise in the exclusivity ladder
Help half given is always of ‘LITTLE HELP’

TAKE AWAYS
No piece for Plus Size Women = Bad experience = WORST word of mouth
Trial room not right next to the section = FRUSTATING to make several rounds
Presentation of Merchandise = RELIABILITY + SERIOUS business
Personal Touch will always matter and is the BEST word of mouth
Fixtures and hangers for Lingerie needs rethinking & redesigning
Ergonomically appropriate display

TAKE AWAYS
CUSTOMER PREFERENCE in terms of RETAIL FORMATS
Enchantic Fazals Lifestyle Etam

Multi Branded Traditional Retail Mall format Exclusive Store
Street Shop Format (Data collected from staff at the store)
Youngistan
Belly Busters
Aunty
Chetna

TAKE AWAYS
u s
rio
Cu -d ate
-to Belly Buster segment desires to purchase
Up
ion
Fash ious merchandise from the Youngistan collection
c
BELLY Co n s and aspires for an exclusive service.
BUSTERS Impulsive
Adv
entu
In r ous
de
pe
nd
en
t
Aw
ar
e
Belly Buster’s CHANGING Preferences
CHOICE CHOICE
OF OF
MERCHANDISE SERVICE
Youngistan Belly Busters Chetna

TREND BUSTERS
TREND BUSTERS
Shop env.
In-shop display Partners
Brand Communication Friends/Peers
Promotion/Discounts Wardrobe
Youngistan
T.V. Soaps/Films
Occasion Belly Busters
Aunty
Magaloue Chetna

TREND BUSTERS
Contrary to the earlier times

partners are taking keen
interest in the choice of
lingerie
Unacquainted Indian women can be
targeted through emotionally
connecting brand communications
which can educate them on their
body types and needs.
Wardrobe revolution, same

Shop environment is drastically
goes for lingerie. Lingerie is
influencing the engagement of
forecasted to be a fad soon
the customer segments.
in India.
For better acceptance in the Indian market

brands can launch around the sale season.
Lingerie purchase on special
occasions is becoming a trend.
Brands can strategize their
communications according to
this trend.

TREND BUSTERS
FASHION INDUSTRY
Rise in demand for designer wear in the middle class segment.

Rise in acceptance of women wearing western wear.
Application of new materials and technology into apparel and lingerie.
FITNESS BOOM
Around 10-15% Indian women are spending on sports wear and younger women in the age
of 18-35 yrs are taking to Yoga.
With Yoga apparels launched by Indus Clothing and retailed at Pantaloons, 'a piece for
Yoga' is the next thing to enter the wardrobe. The fitness conscious Belly Busters are the
customers on the hot seat.
MAGALOGUE
Indian publishing Vogue, Elle, Cosmopolitan, telling tales of how to live a happy day to the
Indian women
Magazines are becoming the fashion Bible
(Facts/figures - India Retail Report, 2007
- Business World, July, 2008
- Economic Times )

TREND BUSTERS
DRESS CODE FOR CORPORATES
Implementation of formal dress code in the corporate offices is a reason behind rise of sale
amongst the 'Youngistan' and 'Belly Busters'.
Frequency of purchase from twice a year to, now, six to eight times has got the brands
continuously design more collections.
The Indian woman is revamping her looks and her life is now full of occasions.
SHIFT IN HANGOUT PLACES
Shift of preferences from movies and cafeterias to pubs…clubs…concerts, the 'youngistan'

segment is looking for one-stop-shop for innerwear solutions and Fashion accessories for quick
makeovers for the dazzling nights.
AFFORDABLE TRAVEL PACKAGES
Giving freedom to explore out of India and an opportunity to celebrate.

Honeymoon packages straightaway demands for Wedding and Honeymoon lingerie. Indians
love to splurge on themselves on such occasions.

TREND BUSTERS
NO SIZE OVER 40
Specialty stores for the 'Plus Size Women Lingerie'

Limited brands….styles…stores available…this is a high potential segment.
TAILORED LINGERIE is another parallel ladder which can be defined in India by the upcoming
brands to create a niche.
SKIN & BEAUTY CARE
Arrival of CLINIQUE, skincare range, into India

Cosmetic and Botox surgery getting popular among the body conscious Indian women
Every trade is emphasizing on grooming
MODERATION OVER
EXPORT & IMPORT TAXES
Chinese merchandise entering Indian grey market with the affordable T-shirt brassier...
MAX and RELIANCE failed to stock the Indian shopping bags with Chinese merchandise as its
not designed for the Indian bodytypes .
Indian Lingerie manufacturers to invest on this segment and should revamp and position in
the Indian market.

Customer Experience Mapping is an effective
tool to understand customer’s needs and desires and how they
percieve a situation as.
Each of the Customer Segments evaluate a store in five

phases:
Store
Perception
In-Store
Perception
Billing
&
Checking out
While
Browsing
Trial
Room
Experience
Sample Size: 5 persons per segment

Method: Interview and Observation in disguise

Store
Customer EXPERIENCE Mapping Perception
+
TOUCH-POINTS
Besides
Exclusivity
Pepe Jeans
maintained
Lacks exclusivity
Very plain Like any other store Not strong enuf
No surprise
PAIN-POINTS
Lacks exclusivity Limited

Difficult to locate
choice
Lacks the spirit
Customers inside the store

also part of window display
-
STORE WINDOW ENTRANCE IN_STORE BRANDING SPREAD
LOCATION DISPLAY DISPLAY OF
MERCHANDISE
Youngistan
Belly Busters
Chetna

In-Store
Customer EXPERIENCE Mapping Perception
+
TOUCH-POINTS
Good quality
at attractive price
Specific Clientele
Very cold
No-eye contact
PAIN-POINTS
Clutter
Un-expressive Exclusive ??
Intimacy
Un-noticed by staff Not specific missing +
co-customers
Door opens
No interaction uncomfortable
outwards Congested
with staff
Un-welcoming
-
WARM CROWD SMELL & SALES REP IN-STORE DISCOUNTS BILLING WAY TO THE
GREETING BACKGROUND PRESENTATION DECOR COUNTER TRIAL ROOM
MUSIC
Youngistan
Belly Busters
Chetna

While
Customer EXPERIENCE Mapping Browsing
+
TOUCH-POINTS
Exclusive styles
superior quality
Unaccessible
PAIN-POINTS
+price hard to Un-interactive

check before + Un-informative
picking out
Styles
not visible
+ size wise No surprise awaits
Nobody to guide
browsing is
+ no self help too
embarrassing Uninvolved
+ pieces kept along the height
- + need to know
size first
(hard to bend & browse) detached
DISPLAY FINDING TRIAL QUALITY PRICE CATALOGS SUGGESTION FROM WAITING

THE SIZE PIECE SALES REP FOR TURN
Youngistan
Belly Busters
Chetna

Trial
Customer EXPERIENCE Mapping Room
Experience
+
TOUCH-POINTS
N.A.
PAIN-POINTS
Only one.. opp.

Doesn’t go with Door,peek-a-boo
the decor Acoustic
Used for privacy not
throwing maintained Un-exciting
Box room merchandse
Unvisible Lighting doesn’t make the skin glow
- Tiring..frustrating not used behind the mirror lighting still looks dark
TRIAL ROOM SEATING HANGERS MIRRORS PRIVACY SMELL LIGHTING ACOUSTIC IN THE PIECE PRICE
ACCESS
Youngistan
Belly Busters
Chetna
Anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 84

Billing
Customer EXPERIENCE Mapping &
Checking out
+
TOUCH-POINTS
PAIN-POINTS
Smile atlast! Same as

Cold entry
Un exclusive Not that gr8!!
Clutter Untidily wrapped
Un-exclusive in a buter-paper
Standing & Billing Bill wrapped &
No personal touch inserted into a card
-
BILLING PACKAGING THANK YOU CHECK OUT SUGGEST
SOMEBODY ELSE
Youngistan
Belly Busters
Chetna

Zaltman Metaphor Elicitation technique
was implemented to understand how the customer evaluate a
space around the following six elements given below.
PRIVACY
SURPRISE
SELF
APPRECIATION
SAFETY &
SECURITY
FAMILIARITY
SPACE &
COMFORT
ZMET uses visual and non-visual ‘images’ gathered by

consumers to elicit and probe the consumers’ thoughts and
feeling about a topic. When augmented by consumers
explanations during careful probing by an interviewer, the
images provide a clear idea of what consumer really think and
feel. During ZMET interview, verbal description of the thoughts
and feelings, represented by the images, help to understand
their meaning.
- ref. ‘How Customers Think - Gerald Zaltman’

DESIRED SPACES by Metaphor Elicitation
Segment:
Youngistan
* Discounts attract
* Attention seeker
* Decision driven by visual appeal
* Attitude commands
* Unconventional
* Indivisualistic
* Decides on her own will

Segment:
Belly Busters
* Indulgence.
* Pampering
* Wants to be at the receiving end
* Long time aspirations to be fulfilled
* Exclusive privacy
* Enveloped...cocooned
* Time out from daily routine

Segment:
Belly Busters
* Going back to the basic necessities
* Prominence of earth, fire , water
* Sharing comfort zone with the partner
* Lights that would accentuate the form
* Privacy
* Comfort seeked away from home

Segment:
Belly Busters
* Comfort matters the most
between people
* ’Desired Surprises’ expected
* Possession of the best
* Partners for sharing
* Relaxation
* Intimacy
* Touch and Light affects mood

Segment:
CHETNA.
* Back to nature with style

* Time for oneself
* Basic rawness
* Spacious
* Well maintained
* Fineness and clarity
* Likes to own rights
* Influential
* Luxuriate

Segment:
CHETNA.
* Bedroom comfort
* Elements of comfort within reach
* Walled
* Full privacy(acoustic/light)
* More concentrated on trial room
* Fineness in finish and texture
* Secretive
Segment:
CHETNA.
* Large space to be comfortable in
* Uncomfortable with her body
* Conscious but comfortable experimenting
* First observes things from a distance before indulging

The ‘ TOUCH POINTS ’

Store
PROPOSED TOUCHPOINTS Perception
- Colors & Symbols

- Open but mystic (deeper tones)
- Entry into a - Visual & Tactile
private zone Stimuli
- Lounge entry... - Smell
+ relaxed and
spirited
TOUCH-POINTS
Should indicate - One stop shop

- spread of for second skin
merchandise - Lingerie sharing
- new arrivals space with
Easy to recall Customers inside intimate gifts...
- quality
& reach vaguely visible ‘Non-lingerie
- exclusivity
+ vicinity - assuring comfort lingerie gifts’
- privacy
of other - mystic (candles, cards,
- style n pose
exclusive bath gels)
PAIN-POINTS
- Mannequins - surprise
stores - privacy - Playful knick-
beyond human in
knacks
a created scenario
-
STORE WINDOW ENTRANCE PRIVACY BRANDING SPREAD
LOCATION DISPLAY OF
MERCHANDISE

In-Store
PROPOSED TOUCHPOINTS Perception
Theme displays Around the

Smell coordinated Spa-like relaxing, - New Arrivals
with theme, eg interactive, - Gift zone
rose/cinnamon- highlighted zones - Take-aways
intimate, with appropriate Uncluttered
Strawberry-fun, merchandise & - Shouldn’t remind
Woody smell-Sound mannequins, of purchase
+ of sea waves-Privacy seating, magazines,
brand aura - Atleast 4 with
TOUCH-POINTS
Staff should separate theme

behave as presentations
a host - Spacious
Brand Projection Treated as the entrance
Trained main merchandise - Shouldn’t be
a box-room
Well-groomed
- Indication of
Expressive
indulgence and
PAIN-POINTS
privacy
-
WARM CROWD SMELL & SALES REP IN-STORE DISCOUNTS BILLING WAY TO THE
GREETING BACKGROUND PRESENTATION DECOR COUNTER TRIAL ROOM
MUSIC

While
PROPOSED TOUCHPOINTS Browsing
- sizing corner (should be

welcoming+friendly+
informative+private+
recommend about styles)- Trial room...attraction
+ a confidence builder + zone of the store
Warm lighting+Surprise
good WOM
element
TOUCH-POINTS
Zones specifying -Interactive catalog

- sizing corner with a swatch to
- style/theme-wise touch & feel the fabric
- packed -A post sale promotion
merchandise - Uncluttered display -Style selection
-Information about
- sizes to be - Price & Size & -lifestyle specific
the R&D behind
pulled out by the Material clearly -knowledge about
staff visible wash n care
PAIN-POINTS
- display always - Fixture for (exclusivity)+fit+

above the waist hanging all sizes fabric+ about
line and just above without clutter the rt. Size wrt styles
the eye level
-
-
DISPLAY FINDING TRIAL QUALITY PRICE CATALOGS SUGGESTION FROM WAITING
THE SIZE PIECE SALES REP FOR TURN

Trial
PROPOSED TOUCHPOINTS Room
Experience
-Well lighted
-Surprise -Customized -Theme tracks -Fragrance
-Visible entry -Basket for the pieces lighting opt. to be selected by emanate (entry)
-Easy to move in -Hangers at the back (Bedroom to customer*(brand& &disipate (exit)
-Higher privacy of door (not daylight lighting) collection
-Should make the representation) -Mood-scents
+ zone
-Shouldn't disturb
disturbing the view
in the mirror) Indian skin glow -Sound control by -Aroma therapy
the browsing pattern -In coordination -Lighting accentuate staff
TOUCH-POINTS
of others with the basket body form
-Back-front, full view

-NO Mirror on the
wall facing the door -Co-customers participation
-Thematic - Half Mirror for to be valued
-Large & Plus-Size women -Acoustic privacy
comforting - Rounded corners/
(Women prefer motif-etched/mosaic
PAIN-POINTS
sitting & appeal/etc.

changing ) - Access behind
-Opposite to mirror
entrance
-
TRIAL ROOM SEATING HANGERS MIRRORS PRIVACY SMELL LIGHTING ACOUSTIC IN THE PIECE PRICE

Billing
PROPOSED TOUCHPOINTS &
Checking out
-Should be neat, -Packaging which

strong branding, stay longer as a
-surprise giveaways: lingerie kit
catalog, aroma sachets,
thematic giveaways,
eg. Playful knickknacks
+ -Wash & care
instructions
TOUCH-POINTS
-eco-friendly materials
-Checkout should
be refreshing
-Entrance & exit
-Privacy separate
-Neat wrapping -Less dramatic
- -Brand smell
PAIN-POINTS
-
BILLING PACKAGING THANK YOU CHECK OUT

Bibliography
Books:
Gerald, Zaltman, How Customers Think: Essential

Insights into Mind of the Market, 2003
Husband, Paul and Radha Chadha, The Cult of the Luxury

Brands, 2006
Lindstrom, Martin, Brand Sense, 2003
Gobe, Marc, Emotional Branding, 2005
Journals:
Economic Times
Business World
India Retail Report, 2007
Indian Organized Retail, 2005-2007
Business Standard
Websites:
www.google.com
www.fibre2fashion.com
www.blackbookmag.com
www.economist.com
www.bamagazine.com
www.reuters.com
www.guardian.co.uk
www.prminds.com
www.financialexpress.com
Www.businessworldindia.com
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Customer Interaction in

Traditional Lingerie Boutique

anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 47

anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 48

A destination for regular customers. Women under “Aunty”

Customers generally walk in the afternoon with other ladies

anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 49

Briefs 3-1 pack

anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 50

BELLY BUSTERS AUNTY CHETNA

SPACE INTERACTION Husband is at ease as there is

CHANCES OF CHANGING NO HIGH HIGH

anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 51

Shopping baskets with the name of the staff on it

- Personal connect with the customer

Self-Sizing Instructions inside the trial room

anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 52

UNCLUTTERED DISPLAY in the glass box directs towards good

anusha mishra strategic design management, nid, 2006-08 frdc, bangalore 53

This factor can trigger feelgood and

6/10 it. Trial room has a potential but

7/10 SPACE &

(Inferred through observation)

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Lingerie Section in a Mall Format

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The participation of the co-customers is high therefore the

Customer segments Belly Busters ALONE or with HUSBAND

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YOUNGISTAN BELLY BUSTERS AUNTY CHETNA

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Brand Identity helps in navigating through the section ..

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Trial room specific to the section for

The trial room experience can never be overseen.

Ergonomically appropriate display

Fixtures and hangers for Lingerie -

Hangers and fixtures should accentuate the product

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As the customers visit with their

SAFETY & As the staff is on rotation basis

7/10 SPACE &

7/10 Prime Factor

Require immediate attention

(Inferred through observation)

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Exclusive Lingerie Store

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Etam has to work on its positioning and communication

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YOUNGISTAN BELLY BUSTERS CHETNA

The unexpressive brand representative is a huge dissatisfaction.

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Unexclusive display at exclusive lingerie store

The printed leaflets distinguishing the different sizes is

Size-wise display is very convenient but customers seek for

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An opportunity to display style-wise

Etam’s merchandise is designed for different moods and

Lack of surprise element although navigation

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