What are shoppers really looking for?

Retailers are under the impression that shoppers want a good shopping atmosphere, convenient store locations, sufficient sales help, helpful and knowledgeable sales staff and good levels of customer service. However, recent studies polling shoppers, has revealed that there is a real requirement for special promotions and sales, better quality merchandise, great value, efficient return policies and continuous brand reliability.

Nothing will turn a shopper off more than rude or pushy salespeople, long lines at the checkout and unpriced items. Do shoppers complain about these problems? Answer – No. It is too much hassle, and with the lack of available time they can’t be bothered, they don’t know who to complain to or they feel that no matter what they say, the problem will not be resolved.

Ishwar Chugani
Executive Director
Giordano Middle East 

"We need to be doing things differently, rather than doing different things".

The father of Taoism, Lao-Tzu is credited with saying ‘when you are content to be simply yourself and don’t compare or compete, everybody will respect you.’

The world of apparel retailing is incredibly competitive, with customers becoming more and more disillusioned with the various lines, styles and brands available.

To be successful, the retail offering should be relevant, functional and affordable. Customers don’t buy from a company; they buy regularly from someone they can trust, someone knowledgeable, someone who delivers what is promised. While a number of customers can spend hours rummaging through rails looking for that individual item, most people don’t have the luxury of time anymore, and turn to familiar outlets, where they know that what they are looking for can be found quickly and affordably.

A majority of global customers are cost and time conscious. It is rare that you will find a customer who thinks of cost as no obstacle, never mind time. If you want repeat custom, make your customers shopping experience an enjoyable one. Gone are the days when we could divide our time into two separate categories “work” and “leisure”. The 21st century shopper generally believes they’ve lost eight to ten leisure hours per week over the past decade.

While shoppers are looking for more expedient ways to spend their time they are also looking to get the most from their wardrobe, being able to wear their clothes in a number of combinations, yet still maintain an individual style. In order to reach your customers most basic needs you need to be doing things differently, rather than doing different things.

Ishwar Chugani
Executive Director

Giordano Middle East

The three things a great retailer will do

Identify what’s important – identify what’s important to your customer, what’s important in that moment.

Make it obvious - Once you’ve identified what’s important you make it obvious.
Old is new again – trends come back but with a twist.

And, think customer first at all times!

This will drive everything you do – you have to be in service to the customer – what’s important to the customer? What does the customer want? What does the customer want to buy? How does the customer like to buy it? How does the customer like to see it?

This is what you have to ask yourself over and over again – what is important?

Ask yourself these three questions when you first reach the office in the morning:

What is important? – Identify it.
How do I make it obvious? – What’s my strategy in making it obvious?
How do I make old new again? – Because I know that the newest craze isn’t necessarily going to be the winning ticket.

Think customer first – when you start from this place, you will see the answers and you will see how simple it is. Customers want you to do the thinking for them – that’s part of your service.

And that’s what we do here at Giordano - we do the thinking for them – make it simple, and as easy as possible.

How do we make it easier? How do we make it more obvious? How do we service the customer better with our product?

We innovate – within our domain – through style, colour and details – the potential is infinite.

Ishwar Chugani
Executive Director
Giordano Middle East

Brand Value

Creating a strong set of values around a brand denotes good value for a quality product. From the consumer’s point of view, acceptance of a product that is backed by good value becomes easy.

“The power of branding lies in the minds of the customer.” And companies have to use the power of branding to distinguish itself from the competition and also show customers that it is better than the others. Creating this differentiation is all the more significant in today’s marketplace where we have more choices of products with so many different brands. Differentiation is the key to win customers away from other brands. Two brands that have been able to achieve this differentiation with remarkable effects are Starbucks and Barista. Both have created differentiation with the social experience they offer customers through the ambience and comfort created in every outlet.

In the end, brands don’t just happen; they are created, nurtured and maintained. A brand once created has value.

Ishwar Chugani
Executive Director
Giordano Middle East