19.05.12
When 19-year-old Naina walked into a leading lifestyle retail store, she had planned to buy one pair of her favourite brand of jeans. Half-an-hour later, she walked out with two pairs of jeans, three Tees and a belt.
A similar experience is recounted by a 62-year-old Swami who went to his neighbourhood supermarket to pick up some groceries. His basket soon filled up with at least five items he did not plan to buy.
Cashing in on the ‘unplanned purchase' mindset of the modern Indian consumer, retail players are now training their frontline sales staff in ‘cross-selling' (selling related items) and up-selling (selling items of a higher value).
Mr Bijou Kurien, President and CEO, Lifestyle at Reliance Retail, says that cross-selling and up-selling are KRAs (key result areas) for frontline sales staff. “This is part of the training programme in any retail company. It's clear that consumption will drive growth.
Source: Hindu Business Line