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Reporter’s Diary: Confessions of a shopaholic

10-March-2012
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Reporter’s Diary: Confessions of a shopaholic

The summer heat has hit the city hard; it is time to get the Ray Ban out, apply sunblock lotion and pick the best cotton attire from the closet.

With an agenda of getting this done, I picked up my wallet and marched straight into a Fab India store. I must admit I didn’t feel like leaving the store primarily because the pastel colors gave me warmth and secondly, the Videocon air conditioning was a relief from the scorching heat outside.

As they say, variety is the spice of life; I really felt the need to check a few more stores around to convince myself that I got the best pick. Fortunately, I could find even better fits in the neighboring stores. I couldn’t resist the temptation and picked some more outfits from there too.

I must confess; the reason I picked up whatever came to my mind was the fear of what I call, ‘What if I don’t get my size syndrome?’ In a situation like this, most plump women like me have a tendency to ‘Shop till you drop when you get find clothes that fit perfectly and are comfortable.’ Well that’s how the shopper side in us functions. It is interesting to know how cotton stores give out their communication to our category; they do not emphasis on the fact that they do have ‘XXLs’ instead they beautifully try to convey that elegancy at its best is what they have to offer.

I am writing about the brand communication in a retail set-up because over the last twenty days I have met shopper marketing experts giving insights on shopper’s psychology and behavioral pattern of the brands in this set-up. It is interesting to note there is a science behind this as well. Sandip Tarkas, CEO, Future Media and CEO, Future Telecom, Future Group interestingly mentioned that in a retail space, a consumer is in a consumption frame of mind and that’s the reason why brands can leverage this medium for its communication and engagement.

No wonder I could see Rebecca Bloomwood’s traits in myself when I was out picking up all that I could in my shopping cart. She had a film to project her confessions and I have a reporter’s diary to pen it down. Weekend is here and I wish you all happy shopping in the days ahead.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.