Shopping Experience

Topics: Retailing, Customer, ITC Limited Pages: 17 (4577 words) Published: May 14, 2013

I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I am highly indebted to my mentor, Mr. Asim Mitra for guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. I would like to express my gratitude towards my parents & member of ITC WILLS LIFESTYLE for their kind co-operation and encouragement which help me in completion of this project. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

Retail companies have a marvellous machine for creating a “shopping experience”: the store. But wanting to create a shopping experience is not enough. The customer always has some sort of in-store shopping experience but not necessarily positive. The key lies in giving this experience a meaning, i.e. performing a certain “score” that customers and employees can relate to, a “score” that makes the store unique and preferred by its shoppers for non-traditional reasons. You always feel something when you go shopping. You might, for example, feel excited, bored, surprised or confused, or like a person, a customer or a “number”, or feel that you’re being served, ignored, understood or pressured, etc. In other words, retail companies always provide a certain “shopping experience” Today, retailers face a “world of extremes” characterized by unprecedented complexity, intense competition and marketplace polarization. Customer expectations for what constitutes a satisfying shopping experience continue to rise. Burdened by different priorities, many retailers have lost focus on the total retail experience and as a result customer satisfaction is down. What must retailers do to differentiate themselves in the marketplace and regain their focus on the customer? How can retailers create a more pleasurable and highly satisfying shopping experience that will meet the needs and demands of today’s customers? The answer lies in delivering a customer-centric store experience that is supported by customer-centricity embedded throughout the retailer’s organization A shop is a “selling machine”, and a big “communication machine” too. It is a really privileged machine because it can use all the human senses. That really is “multimedia”. When someone uses a multimedia resource (meaning a video with sound: i.e. two senses), I think this is “low-media”, since stores can use up to five sences. If used together, the results are extraordinary and synaesthesia can even happen: the scent of a refreshing perfume or faint image. Thus, this project contains all the elements that determine the shopping experience of customers in WILLS LIFESTYLE store. It is an empirical study stating the views of customers on different perspectives like the range, taste, preference, staffs, quality, satisfaction, and so on. A proper analysis is also done about the views, so as to see the position of the store in respect of the customers.

Customers and their expectations
Customers are people who buy products and services from other people (usually companies of one sort or another). What customers think and feel about a company and/or its products is a key aspect of business success. Attitudes are shaped by experience of the product, the opinions of friends, direct dealings with the company, and the advertising and other representations of the company. Irrespective of whether a business' customers are consumers or organisations, it is the job of marketers to understand the needs of their customers. In doing so they can develop goods or services which meet their needs more precisely than their competitors. The problem is that the process of buying a product...
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