Growth of Retailing in Indian Markets

A. INTRODUCTION
Due to the competitive environment of retailing, it is not important to just sell the products to the customers but over and above a retailer has to be able to provide something extra which directly and/or indirectly enhances the shopping experience of the customer. Today's customer has the technology, the choice, and the inclination to construct personal assortments. Customers entering a retail store have a set of expectations and the store has to consistently exceed them, not just meet them. This can be achieved by creating an integrated shopping experience by understanding their shopping behavior. The "push"� model of consumer marketing and interaction is being replaced with a "pull"� model, in which consumers customise the purchasing space to meet their own needs.

B. TRADITIONAL RETAILING
Traditional retailing concepts considered retailing merely as a business, with choosing a product assortment that would possibly attract the largest group of customers and ma...