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Design for Retail Experience
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argnaveen@gmail.com |
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Experience Design Strategies for Hyper Marts in India
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Guide Shimul Mehta Vyas |
Sponsonr Partially Sponsored by Bharati Wal-Mart, India
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My diploma project involved designing experience strategies for the hyper-marts in India. India's retail industry is growing and it is predicted that the organized retail in India would grow to 16% by 2012. Hyper-marts are fast growing and this is evident with Wal-Mart's entry into retail business through a JV with Bharti retail. Such moves are threatening the growth of traditional retailers. Hyper-marts presently operating in India are by and large an operational adaptation of the foreign setup. In India the foreign setup are though being adopted but tailor made to suit Indian environment by reducing the box size, functions etc without considering the macro level customer behavior such where they shop, what is the size of the shop, value perceptions etc. The design opportunities were in understanding the traditional retail in India as well as the hyper-mart model and adopt the best of both formats and design a new business model that could solve the above mentioned problems.
This project derived insights from both traditional retailers and the organized retail sector. The derivatives were put up in an experience design perspective and were expected to benefit both traditional retailers as well as the organized retail brand. The project also looked at the way traditional formats worked and the experience they provided to a customer. This was taken into consideration for the final design proposal. |
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