Mr Biyani, head of the Future Group, India's largest retailer, realised the decor was intimidating and alienating the middle-class Indian consumers who were more used to crowded bazaars and shops.
“You need hustle and bustle,” says Mr Biyani. “The Indian model of shopping is theatrical. There is buzz and haggling. If you have wide aisles you have a problem.”
Mr Biyani's Big Bazaar “hypermarket” stores, which are India's closest equivalent to Wal-Mart, are clean, air-conditioned and well lit. But they have deliberately narrow aisles and overflowing display bins that simulate the feel of open-air markets common in India.
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