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Retailers Must Understand Consumer Behaviour

Roca India managing director KE Ranganathan was in New Delhi a couple of days back to launch the artistically designed bathroom collection Artitude (Art+Attitude). In an exclusive interaction with Sourcing Hardware, he shared his advisory to channel partners for achieving retail excellence

Renovation

Timely renovation of retail outlets is extremely important. Take the example of the finest hotels. They compulsorily renovate their interiors every five years or so to provide a pleasant experience to their customers. After all, today, retail is all about customer experience. I often use this analogy to get across my point to Roca channel partners. You should renovate your outlets and upgrade your displays every three years, I tell them.

Digital Database

Retailers must embrace modern mechanisms to reach out to their clients. To begin with, they must create a digital database of their customers. Roca launches innovative products regularly and provides a lot of content in the form of images and specifications. Retailers will be able to share this info with their old and prospective customers quickly if they have a digital database.

CRM Approach

Retailers must aim to understand consumer behaviour. They should adopt a customer relationship management (CRM) approach to grow their business, and place customers at the centre of their operations. They must have details of their past purchases, important dates, milestones, interests, relation with specifiers and influencers, etc. All this data will help them give timely importance to each of their clients and ensure customer satisfaction.

Watch this space for more insights from KE Ranganathan.

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