Dalai Lama said..

Shopping is the
museum of the 21st Century......
But..
Before we explore this
museum.............
 Lets find out more about

Shop

Shopper
Shopping
 Shop

A shop is a world of its own. It is a society defined as:

Sum of human conditions and activity regarded as a whole
functioning interdependently
Customs and organisation of an ordered community
Companionship and
An association of persons united by a common interest or aim.
A shop is all of it
An entity different from the outside world
Each one having its own language and code of conduct.
Why the Science of shopping is very important force in
todays retail environment:
.Commercial messages no longer come in highly
concentrated and reliable form due to too much of
clutter in mass media.
.There is erosion of the influence of brand names.
.The standard tools of marketing now no longer
work anywhere near as well as they used to.
.Now days, many purchasing decisions are made on
the shop floor itself.(nearly 65%, POPAI research)
.Shoppers are exposed to impressions and
information they acquire in stores, rather than just
relying on brand-name loyalty or advertising to tell
them what to buy.
Shopping means different things to different people at
different times.
People use shopping as therapy, reward, bribery,
pastime, as a way to kill time, as entertainment, and as
a form of education too.
Apart from that, shopping takes completely different
dimensions when it comes to the differentiation
between shopping habits and behaviour of men and
women.
As men and women (and relations between them)
change, their shopping behaviours also change which
will have huge implications for the business. The other
great distinction is of age. Children, old people, middle
aged and young adults, all shop differently
 Gender Differences in Shopping

Men are from MARS... !!

Women are from VENUS.....

How true is this?
Research also shows that 65 % of male shoppers who tried
something on bought it as against 25 % of female
shoppers.
Almost 86% of women looked at price tags when they
shop, while only 72% of men did. Some most noticeable
features in men who shop are:
They normally succumb to the demands of their
kids.
They almost always pay and take pride in that.
They like shopping for cars, electronic and
computer hardware items.
They seek information but hate to ask for it.
Common features of women indulging in shopping
are:
They are more demanding articulate, fussy
and take more time in shopping.
They become absorbed in shopping and
there are psychological and emotional aspects
to shopping that are absent in men.
They have different approach to the hi-tech
product. Instead of blinded by the technical
specifications, women look for the benefits
that can be derived out of that attribute.
Underhill's Surveillance Findings
65 per cent of men who try on jeans buy
them - 25 per cent of women do
86 per cent of women check price tags
while shopping - 72 per cent of men do
two-thirds of supermarket purchases are
unplanned
men are more likely to cave in to kids'
pleas for impulse items

Paco Underhill, Why we buy

What do shoppers love:
To touch, mirrors discovery, talking, recognition
and bargains.

What do they tend to hate:

Too many mirrors,
lines, asking dumb questions,
out of stock goods,
obscure price tags,
intimidating service.
 A new
perspective
Shop as a Social Construct
 Structure
Society
Constituents
Interaction
Implications
 Society
Sum of human conditions and activity
regarded as a whole functioning
interdependently
Customs and organisation of an ordered
community
Companionship, Company
An association of persons united by a
common interest or aim
 Manifestation in Retailing
Tangible:
The Larger Social System
Format
Type of Merchandise
Visual Merchandising & Other POP Communication
Salespersons
Other Customers and Accompanying Persons
Other Facilities
 Manifestation in Retailing

Intangible:
Processes
Language & Code of Conduct
Ambience / Atmospherics
 Type of Merchandise
Determines the Search Process and hence
the interaction with the shop
Low Involvement
Medium Involvement
High Involvement
 Sinha-Uniyal, 2001

ng
Shopping
withShoppi

Experience
Experience
mentwith

Variety
Variety
Involvement
Involve

Convenience
Convenience

Benefit
BenefitSought
Soughtfrom
fromthe
theStore
Store
Visual Merchandising & Other POP
Communication
Create the mood
Determine Movements
Make Shopping Easier
 I made my way through the crammed maze
to the portable CD section, in a small section
of the store, and looked at the selection they
had on offer. This on the whole was very
limited and to be honest it looked as if it had
just been thrown onto the chipboard
shelves. Straight away, I knew I wasnt
going to purchase anything here.
Walking through the doors of this shop was
really like stepping out onto a building site I
glanced at the barren rails and quickly
realised that I was wasting my time here.
 Salespersons
Last Mile Connectivity
Gender Issues (Cosmetic Shops)
Behaviour (Product Centric)
Knowledge (Limited)
Customer Orientation (Absent?)
Role in the new Self-Service Stores (Should
I help or not?)
Make or Break the Store
We eventually reach Shoppers Stop, which
is probably my favourite shopping
destination and where I buy most of my
clothes I feel more comfortable as I
browse through the selection of clothing
within this environment, as the sales person
never seems to take much notice of you,
however doing so in a nice way. Due to this
comfortable feeling, I tend to take more
time to browse and to try on clothes.
(male, 22)
Other Customers/ Persons Present
Make the Crowd
Create a sense of Belongingness
Birds of the Same Feathers Shop At one
place
The shop is bunged, hordes of people
everywhere, hot and sweaty and hard to
move. The truth be told, there were only
about 40 people in the store but as the store
layout is so appalling in the shop this is
what it felt like. Whoever designed the
aisles really needs a good beating!!
Looking at the crowds that were
swarming through the store, I knew
that this was not the place for me.
What could I do? I spent two minutes
in the store and then had to get the hell
out of the place before someone ran
over the top of me in a panic to reach
the counter.
They say good things come in small
packages, but when you find yourself in
what feels like a herd of cattle and behaves
in a similar fashion, somehow those words
of wisdom lose their value and provide no
consolation whatsoever. However, Ive
discovered a wonderful defense mechanism
when I find myself in a situation where
crowds are inevitable. I define it as the art
of shoving, and find it very effective
indeed!
 Other Facilities
Changing Rooms / Wash Rooms
Carts
Carry Bags
Gift Packs
Telephone
Crche
Parking
Our trip begins with a bee-line to American
Madness, one of two retail outlets where I
prefer to buy jeans and whose plastic bags
are cool to be seen with. I have found
these bags also come in handy in times of
sheer desperation, when I have found
myself in not so cool shops such as
Chicago and Playgirl, as I can disguise my
purchase in a trendier bag and just hope
nobody I know has seen me coming out of
the shop.
 Processes
Involvement of Customers
Choosing
Ordering
Payment
Role of Technology
Malayalam Manorama(vending/dispensers)
Colour-World
Scanning
Language & Code of Conduct
Language
Verbal
Non-Verbal
Unwritten Rules
Listening Post
No Squatting
Pitch of Voice
Use of Hands - Left / right
Bargaining
After what seemed like ages queuing I finally got
served. Trust me to get the unpleasant assistant. There
was no greeting whatsoever. NEXT, was all she
roared. No smile or cheerful look, just a grumpy little
worker who could not bother herself to even try to
look pleasant, even if she did not feel it. I got my
Chicken Sandwich meal and strawberry milkshake,
some of which was dripping down the side of the cup,
in a not so pleasant or polite manner. I really felt like
telling the grump where to shove her food, but I was
that hungry and it smelt quite nice, I could not wait to
scoff it down. I therefore bit my tongue and counted to
ten as I waited for my change.
 Atmospheric
AURA
Lighting: Bright / Dim, White / Yellow
Music:
Smell: Product and Scent
Colour
Layout
There is Something in the Air
As I walked through the door I felt
immediately suffocated by the strong smell
of perfume which greeted my arrival. On
any normal day this would have been
enough to put me back out of the shop.
However, perfume was the sole reason that I
had gone into the shop, as this was my
intended present for my sister.
 Language / Merchandise
Traditions
Salespersons
VM

The Social
Constructs
Techology / of a Store
Process
Atmospherics

Customers
 Thus
Every shop is different, even when part of a
chain or with a similar positioning as the
people that visit the stores are different
Socio/eco - Culturally
A Challenge Very Unique to Multi-racial
societies due to heterogeneity
Thanks

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