Wednesday, September 06, 2006

Organized retailers following kirana strategies

According to The Economic Times:

Several organized retailers have started using the kirana store strategy to achieve greater sales by focusing on the local area for customers. Food retailers such as Trumart, Spencers Daily, Spinich, Vishal, D Mart are positioning themselves as upscale versions of local kirana stores but with modern supply chain efficiencies, and are taking orders on the phone for home deliveries.

Interestingly, most of these stores had earlier selected non-residential locations such as malls, but suffered due to low conversion rates. It was found that while most consumers willingly travel greater distances to malls to make furniture, apparel, toys or home furnishings purchases, for food and grocery items customers preferred neighborhood stores.

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