In-Store Asia 2011 concludes with VM&RD Retail Design Awards

In-Store Asia 2011 themed at 'Insight before Activity' provides a common platform that encourages knowledge and business transactions between the various interest groups such as brand marketers, retailers, retail solution providers, POP/signage producers and design agencies in the country. VM&RD Retail Design Awards were presented in the evening after two days of conference which included detailed presentations by prominent industry leaders.

The second day out of the three day exhibition began with a presentation from Damodar Mall, Director, Food Strategy, Future Group on "Insights into the Indian shopper and her approach to the food category'. He gave interesting examples that have been implemented at the Future Group for a better understanding. Elena Maurer, Director, Key Account Development, LIGANOVA discussed at length on the topic, "A multi-category perspective on VM in India viz-à-viz markets in Europe'.

Maurer said, "Our eyes only perceive for ten seconds. So how do you make your product stand out from the clutter? You have to reinforce the values of your brand at Point of Sale. Visual Merchandising is basically the heart of the brand. 80 per cent purchases are done through emotional rationale. A marketer must understand this."

Next was the presentation by Ankur Shiv Bhandari, MD & Head, Kantar Retail India on the topic, "Importance of Insight in winning modern trade challenges'. He said, "Digital empowered, solution seeking shoppers are changing the way we need to engage." With examples from Tesco, Nestle and Coke, he explained how these companies have done engagement programmes.

Shubhranshu Singh, National Head Customer Marketing & Key Accounts, Diageo India gave an extensive talk on "The Wine & Spirits retail in India and the shopper marketing opportunity for brands.' Singh said, "Point of sale, purposefully constraints what you can show. Therefore it is antiseptic at this point of time. Over the counter shops, the salesman is the only person who can influence a buyer's decision." He further added that there are challenges like what if the consumer drops a bottle, and all spirits are mostly expensive. These issues are still to be addressed. He stressed on the fact that this sector requires impactful visibility with right range and better shopper engagement.

"The evolution of the Indian cellular phone shopper and its influence on the evolution of Nokia store formats' was the topic on which Shankar Subramanian, Head Retail Channel, Nokia India spoke on. He gave pointers on the retail formats in India that reflect consumer insight.

Rishi Vasudeva, Business Head, Arvind Lifestyle Brands Ltd presented on "Understanding the changing Indian lifestyle shopper and delivering to their expectations at retail'. He discussed the top trends in the market which includes recognizing new shopper, increasing need for self service, rush for brands, convenience, mass customization and the like.

"Building a category using retail ' the XBOX experience' was presented by Jaspreet Bindra, Regional Director Entertainment & Devices Division, Microsoft Corporation (India) Pvt. Ltd.

He compared the industry to show business and gave analogies from that field. He gave extensive examples about Microsoft and how they implemented through training.

The session was concluded by Harish Bijoor, Chairman ' Steering Committee In ' Store Asia 2011. Bijoor highlighted the insights that were pointed out in the two day conference briefly and with witty remarks.

The exhibition continues till 3rd February 2011 which is the third and final day. | By Janees Antoo [janees(at)adgully.com]