Page 80 - Images Retail January 2018

THOUGHT LEADERSHIP

Kiran Komatla, Anil Menon, Sukanto Aich, Sandeep Mistry,
Burger King Trent Hypermarket Ltd Philips Lighting Aditya Birla Fashion and Retail Ltd
and guide you to where it is to be one our most dull stores advancement, but also in concept of a ‘constant moving
being sold.” “We are trying to and it had completely turned terms of trained staff and queue’ was something
lure new technology-oriented around after the lighting updated POS machines. retailers in India needed to
Millennials and giving them and ambience was changed. Kiran Komatla said that to apply. “Customers should
convenient buying solutions Another store which we make sure that the last mile get the feeling that the
through lighting, so Lighting have opened in Bengaluru is was seamless for customers, queue they are waiting in at
is a very exciting fi eld right looking so amazing with all Burger King promises them the checkout is constantly
now,” he added. the lighting that people are a 2-minute checkout time – moving and is organized. Th is
Kunal Mehta, Head IT, just being lured inside.” from the time they bill to the is very important in multiple
Raymond Lifestyle Business Komal Komatla added, time they get the products in line scenario, for it’s human
said that from an experience “Another part of lighting, their hand. tendency to feel that the other
perspective, lighting played which is extremely important, Talking about Trent, line is moving faster, which
a very important role in is digital experience– a larger Anil Menon said: “One big in turn leads to a lot of queue
their stores. “When you sell display with HD and extra HD challenge the grocery sector jumping leading to chaos.”
apparel, you want clothes visuals showing how food is faces is that of multiple
to look good, the colour prepared. All of this makes for MRPs fl oating in the market. WHAT’S NEXT IN IN-
and fabric to show up good customer connect.” A consumer picks up 45 STORE EXPERIENCES?
prominently. Th is is where Sukanto Aich said, “Th ere products, out of which 40 Inox’s Jitender Verma
lighting and ambience comes are other things to be careful are scanned but for fi ve, the explained that for them,
into play,” he said. of. Lighting which looks cashier has to run to the creating offl ine experiences
Inox’s Jitender Verma fantastic during the night backend to ensure he has inside cinema halls was very
added,“Lighting is part of wouldn’t look that great in the correct price and enter important. “People come with
the design from the time a the day. To overcome these the details manually, then children, a very rich target
store is conceptualised on challenges, we are providing chalk it up to bad consumer audience for us. Families
the drawing board. From new age lights. For example, experience. Apart from sometimes have to wait 20-25
a cinema perspective, we to Raymond, we have given this, our staff also needs to minutes for a fi lm to start
really need to take care of lighting options in the trial incorporate promotional once they buy tickets. Th is is
the customer experience in room so when a customer work at the checkout points, the time for us to lure them
terms of designing ambience tries on a shirt, he can see how which makes it complicated,” into in-cinema playzones (in
and lighting. You are going to it will look when he wears it to said Anil Menon of Trent. our lobbies). We have also
spend up to three hours with work in the day, and then in a Self-checkouts, the experts used online to create offl ine
us in Inox. We need you to be diff erent light, can see what it agreed were not in the near digital experiences – for
away from the hustle bustle or would look like in the evening future for India. example we have LEDs with
the real world, be comfortable in party lighting.” Vikram Idnani of Reliance interactive digital displays
and happy in a soothing Ameesha Prabhu thought Retail said, “I have done a self- where kids can explore
atmosphere– both for the eyes this concept of occasion checkout at a Walmart store and play with animals like
and the mind.” lighting was very important in USA, but I had to weigh the dinosaurs and dolphins.
Talking about his personal in the cosmetic industry groceries myself and had to Once children are hooked, we
experience in the space of for makeup tends to look make sure that I selected the hope they will come back to
lighting, Sandeep Mistry, completely diff erent in right product code when I us the next time they think of
Head IT, Aditya Birla diff erent lighting conditions. was weighing them. In India, going to watch a movie. We
Fashion and Retail Ltd said, consumers are used to getting are also experimenting a lot
“We opened a new store some CHALLENGES AT assistance, so self-checkouts with multiple food counters,
months ago and we saw a CHECKOUT POINT are a far cry. Retailers can do a self-service option, a fast-
44 percent jump just after Th e checkout experience in self-checkouts in the fashion forward counter and have
renovation. Th e result was India is pretty sad– not just and lifestyle arenas.” even installed food kiosks,” he
overwhelming for this used in terms of technological He also said that the concluded.

80 | IMAGES RETAIL | JANUARY 2018