[Sigia-l] "Messy" design, Indian style

[Paola Kathuria]

[After writing this message, I read the whole WSJ article and
 a bit more about Mr Biyani's shops. The article is likely
 referring to the "Big Bazaar" shops. I found an article which
 said that some wealthy people send their servants to shop for
 them and that clothes are presented in their up-market Pantaloon
 shops. Pics at the end. My message is a tad black and white but
 hopefully still relevant.]

Ziya Oz wrote:
> Here's a WSJ article on Indian supermarket design with insights on Western
> vs. Indian approaches:
> 
> Americans and Europeans might like to shop in pristine and quiet stores
> where products are carefully arranged. But when Mr. Biyani tried that in
> Western-style supermarkets he opened in India six years ago, too many
> customers walked down the wide aisles, past neatly stocked shelves and out
> the door without buying.

I don't think that this phenomenon is to do with culture
but to do with giving an impression of wealth, and also
about psychology.

Consider a cashmere jumper folded on a shelf vs. hanging
off a rail: the folded jumper will be seen as more precious
and fragile, not to be spoilt or demeaned by hanging amongst
a gaggle of other clothes. And one hanging on a rail will be
seen as being better than one in a bargain bit.

I bet that if someone did an experiment, people (of ALL
classes) would guess a higher value for the folded item
compared to the same hung item, and both more than when
it's in a bargain bin.

Having to negotiate clothes folded neatly onto shelves
is also NOT a practical way to shop and I very rarely
look at clothes *only* presented this way.

1) decide whether a folded item is a display item

2) find the size you want by going through the pile, making
   sure the ones on top don't tumble off

3) take one and shake to unfold and hold it against you

4) spend minutes trying to fold it as neatly as you find it

5) put it back on the pile, hoping that a staff member
   isn't frowning at you because you messed up the pile

If the item's hung on a rail, you just remove it from the
rail and hold it against you.

> Mr. Biyani doesn't allow haggling, but having
> damaged as well as good quality produce in the same box gives customers a
> chance to choose and think they are getting a better deal. "They should get
> a sense of victory," he says.

Yes, I agree about the victory but, again, I don't think
it's about class. I know that when one is newly wealthy,
that, giving a choice, they'd go for the more expensive
item as a matter of pride but I don't think that this
buying state lasts forever.

I have a permanent sale in my online jewellery shop for
a small selection of items. Most visitors visit the sale
and all kinds of people buy sale items.

Big Bazaar:
http://www.flickr.com/photos/balu/349070896/
http://www.flickr.com/photos/balu/350604257/
http://www.flickr.com/photos/amit_gupta/63834168/

Pantaloons:
http://www.flickr.com/photos/satmandu/920239822/
http://www.flickr.com/photos/satmandu/919386473/


Paola
--
http://www.paolability.com/