Young Designers 2010

 
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Naveen G
Design for Retail Experience | PGDPD
argnaveen@gmail.com
 
Experience Design Strategies for Hyper Marts in India
 
Guide Shimul Mehta Vyas
Sponsonr Partially Sponsored by Bharati Wal-Mart, India
Keywords
> Hyper-marts
> Retail
> Experience design
> Customer behavior
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.
Interdisciplinary Design
DRE | 12
SDM | 13
Design for Retail Experience
Abhijit Mandal
Anshu George
Gokul K
Jalpa Vyas
Krishna Mohan B.R.
Mukta Limaye
Naveen G
Parul Agarwal
Radhika Prasad
Raghunath Rajaram
Sohini Dey
Supriya Sahai
Communication Design
AFD | 24
ED | 05
FVC | 16
GD | 18
I.T. Integrated Design
DDE | 09
IDD | 01
IID | 11
NMD | 10
SUID | 01
Industrial Design
CGD | 09
FID | 17
PD | 15
TGD | 08
Tr AD | 08
Textile Design
ADM | 14
LAD | 09
TD | 13
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