Mall Talk Issue July - 01 - Scai.in

S CA IIssue-06 l Vol-04 l July 2013had the other one. Since I needed a matching one and I had already gone to a couple of stores belonging to thesame brand, when I found it I did not think twice. Since it was sandwiched between sales the price on the cataloguewas about 40 per cent less than on the computer inventory. But I bought it,” says Mridul Garg, a Pune-basedshopper.The same is the case with highly fashion conscious shoppers who will not be caught in last season's clothes. Eventhey shop during sales.“I have friends who shop anytime, more or less. In their wardrobe thereis always room for jeans and t-shirts. So sales are a good time to stockup on those. But my colleagues and friends are very fashion conscious.If they want to go cheap, they actually pore over fashion magazines andcreate that look by visiting export special shops and the like. But theyknow instantly when someone wears the last season's dress thisseason,” says Kapoor talking about her friends in Delhi and Mumbai.Wish lists are many. Creativity is usually appreciated but, so is clarity.Shoppers notice when retailers take care to stock up and not finisheverything on the first few days. “In Delhi and Mumbai I have seenshops where retailers change the stock through the sales period, so it's rewarding to go again and again. On theother hand, we notice if there is only some rundown stuff available,” says Jain.Garg agrees. He appreciates the chance of real, focused shopping, but with extras. “Service staff that is trained towork with the extra stress during sales is a boon. Whether it is at the shop itself or at the mall level, we alwaysnotice that someone is courteous and helpful during the rush,” he says.Clearly, sales work for the shopper and retailers!INDUSTRY TALKBijou Kurien, President & Chief Executive-Lifestyle, Reliance Retail Limitedon “Impact Of Sales On Mall Rentals”Bijou Kurien,President & Chief ExecutiveLifestyle, Reliance Retail LimitedInternationally, the sales seasons are more pronounced with four distinct seasons, prior tothe introduction of the new season's merchandise. In addition to this, depending onspecific festival and anniversary days, many retailers also hold special sales for Mother'sday, Father's day and Valentine's Day.In India, January-February EOSS is more region-specific because of the higher proportionof winter wear which goes on sale. The North and East tend to benefit from sales duringthis period.However, the July-August EOSS is more national in terms of impact. For every retailer, theannual revenue comprises periods of full price sale along with seasons of discounted sales.Mall with rentals normally average the sales during these different periods. Hence, the impact on mall rentalsbecause focussed sales effort is not very high.BackNext