Service orientation in retailing has come to the fore with the emergence of organized retailing, and has spread its roots to traditional formats as well. The changing expectations of consumers have necessitated that services are effectively planned and executed. Today, successful retailers know that the demand for their merchandise is not just price elastic, as economists would like to believe, but also service elastic. Accordingly, service orientation should be integrated into all aspects of retailing. The goal should not only be customer satisfaction, but also customer delight.

Retailing, being one of the fastest growing sectors in India, has started recognizing the importance of service initiatives. Today, more than their products, the retail stores are known for their service standards and people like to shop with a retail store which delivers goods along with better services. Service standards are directly linked to the store or channel selection, loyalty and fulfillment. The changing expectations of consumers require services to be effectively planned and executed. A classic example is that of the e-retailer amazon.com, that has made itself successful through quick delivery and enhanced range of merchandise offered.

These days, retail shopping experience is more than negotiating one's way through the store, website or catalog, selecting the merchandise and paying for it. In fact, it is essentially about services. If proper attention is not given to this aspect, the customer becomes a transient customer or a temporary customer, and loyalty suffers. Customer service cannot happen all by itself, but must be integrated into all aspects of retailing. Thus, successful retailers know that the demand for their merchandise is not just price elastic, as economists would believe, but also service elastic.

Marketing Mastermind Magazine, Service Orientation, Retail Shopping, Customer Service, Visual Merchandising, Pre-Transaction Services, Gift Wrapping, National Handloom Corporation, Customer Dissatisfaction, Communication Programs, Customer Expectations.