Welcome, Guest [Sign In]

June 2007 - Strategy Magazine
Upfront

A Toronto passage to india

by Annette Bourdeau
page 9

With Wal-Mart expected to set up shop in India next year, retailers there are working to secure consumer loyalty before the giant arrives. Mumbai-based chain Spencer's Retail, which has 125 locations, turned to Toronto's own Perennial to improve its retail experience.

"We found out very quickly that Indians are very similar to Canadians - they don't have a lot of time, and their middle market is growing," explains Tara O'Neill, director, environments at Perennial. The agency focused on making the shopping experience a fun family excursion for weekends, and is looking at adding music, books and cafes to the stores.

Perennial, which doesn't have an office in India, landed the job through Spencer's director of marketing Nandini Sethuraman, formerly Ikea Canada's marketing manager, who was impressed by Perennial's work on Loblaw's stores.

O'Neill says the firm was careful to stay true to current Indian culture, which she describes as "taking the best of the Western world but maintaining Indian values." For signage, Perennial chose the font Amorinda because it's reminiscent of an Indian ink and paintbrush character. Bright colours inspired by saris dominate the redesign.

Quick Search