In the ever-evolving retail landscape, understanding the distribution and classification of shops selling consumer electronics and appliances is crucial for businesses aiming to strategize and optimize their market presence. Our client, a major consultant, sought to update their Universe Database with timely and accurate data, focusing on both urban and rural retail shops. This case study delves into the methodology, findings, and implications of the extensive retail census conducted across 19 states, covering 3000 Class 5 & 6 towns and villages.

Objective

The primary goal of this study was to meticulously update the client's Universe Database, ensuring both timeliness and accuracy. The three pivotal components of the study included:

• Identifying the location of retail shops according to official administrative regions.

• Classifying retail shops based on the client’s standard classification.

• Recording product groups and other pertinent details of the retail shops, adhering to the client’s standard coding.

Methodology

To achieve the objectives, a robust methodology was employed, involving a team of over 300 investigators and team leaders. The study spanned across 19 states, meticulously covering 3000 Class 5 & 6 towns and villages. The investigators utilized PC-Tabs for the IT Retail Census, mapping a comprehensive range of products including durable products, mobile handsets, cameras, IT products, small domestic appliances, network service providers, and SIM card specialists.

Key Findings

The retail census yielded a wealth of data, providing a granular view of the retail landscape. Below are the key findings:

Geographical Distribution: The study revealed a diverse distribution of retail shops across urban and rural areas. In urban regions, there was a higher concentration of shops selling IT products and mobile handsets, while rural areas had a substantial presence of shops dealing in small and major domestic appliances.

Retail Shop Classification: Retail shops were classified according to the client’s standard classification, ensuring consistency and ease of analysis. The classification helped in identifying the market leaders, niche players, and emerging entities in various product categories.

Product Group Mapping: The census provided detailed insights into the product groups carried by the retail shops. Durable products and small domestic appliances were found to have a ubiquitous presence, while specialized products like cameras and IT products were more prevalent in urban centers.

Market Presence in Towns and Villages: The study underscored the significant presence of retail shops in both towns and villages, highlighting the penetration of consumer electronics and appliances in rural areas. This is indicative of the growing demand and accessibility of these products across different geographies.

Durable Products Sales: Durable products emerged as a dominant category, with substantial sales recorded across various regions. The urban centers, in particular, showed a strong affinity for high-end durable products.

Mobile Handsets and Camera Sales: Mobile handsets witnessed prolific sales, especially in urban areas, driven by the increasing adoption of smartphones. Camera sales, although niche, showed promising trends in specific urban pockets.

IT Products Market: The IT products market was predominantly concentrated in urban regions, with a wide array of products available. The census data is instrumental for manufacturers and retailers in strategizing their product placement and inventory management.

Small Domestic Appliances Sales: Small domestic appliances showed a consistent sales pattern across both urban and rural areas, reflecting their essential nature in households.

Network Service Providers and SIM Card Specialists: The study also mapped the presence of network service providers and SIM card specialists, providing valuable insights for telecom companies to optimize their distribution and service networks.

Implications

The comprehensive data garnered from the retail census offers a plethora of implications for various stakeholders:

• Manufacturers: Understanding the distribution and sales patterns enables manufacturers to tailor their product offerings and marketing strategies to different regions.

• Retailers: Retailers can optimize their inventory and product assortment based on the demand patterns observed in the study.

• Policy Makers: The geographical distribution data can aid policy makers in formulating policies that foster equitable access to consumer electronics and appliances.

• Consumers: Ultimately, the study contributes to a more competitive and diverse market, benefiting consumers through better choices and availability.

Conclusion

The retail census conducted by the major consultant has provided invaluable insights into the universe of retail shops dealing in consumer electronics and appliances. The meticulous classification, product mapping, and geographical distribution data serve as a cornerstone for strategic decision-making, ensuring that businesses are well-equipped to navigate the dynamic retail landscape. As the market continues to evolve, this study stands as a testament to the power of data-driven insights in driving growth and innovation.