New Delhi: Poor selling skills and a shopper-unfriendly retail environment are hitting sales of consumer electronics and IT products in India. According to a study, “Are You Being Sold,’’ conducted by Grass Roots Plc, a UK-based company that helps brands improve their performance, electronics majors are losing up to Rs84 lakh per store annually in terms of missed sales opportunities.
“The biggest challenge in India is that the shopkeepers fail to understand the opportunity each consumer represents,” Stephen Hibberd, regional director Asia, Grass Roots said. “As a result, there is a huge opportunity cost involved.”
The study, which covers the performance and behaviour of information technology hardware and software as well as consumer durable resellers in seven countries in the Asia-Pacific region, studied 14 multinational brands across India, Singapore, China, Australia, Thailand, South Korea and Indonesia with the help of 1,400 mystery shoppers.