Magazines Archives - 2009 December

India moves forward to create more customer-friendly retail spaces
Story 9 - Focus

India’s retail spaces are seldom retail-friendly. As a result, the professionally-operated stores are
now focused on shopfitting. Inside Indian stores, shopfitting has almost replaced the old and conventional system of shopbuilding.

This does not mean that the new concept retail designs are generic or mass-produced or that they lack character or personality.

The retail designs are well thought of, and many retail executives believe
they are crucial to creating the multisensory ambience and great atmospherics that they want for their retail outlets.

India has seen a mass customisation of fittings, fixtures and luminaries — all designed to complement the country’s varying real-estate spaces.

Retail design concepts, which are designed, developed and consolidated by Indian retail design companies, have a certain advantage over their foreign competitors. The effective implementation of store roll-out programmes has made Indian-style shopfitting a crucial element — resulting
in most imported retail concepts not faring very well.

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