©Apeejay Journal of Management & Technology

Vol. 15, Number 1 & 2, January & July 2020, 44-56

Innovative Practices in Retail: A Game Changer

Pooja Khanna*

Abstract
Retail, India’s fastest growing sector is moving on a new path – innovation. Both technological and non-technological innovations
are increasing, thus, creating new business models. This paper aims to focus on the growth of retail in a growing economy
like India, changing trends and new innovations in Retail. The paper reflects initiatives taken by various organisations and
government in different sectors and highlights the type of activities that are executed. The purpose of the paper is to develop
a more complete understanding of the innovative practices that retailers are undertaking to meet the demands of the highly
aware customers in today’s technological era. The paper describes number of ways in which retailers are trying to create
value, that extend beyond the practices being offered by traditional retailing. Innovations in retail practices are critical for
building sustainable advantage in a marketplace which is highly unpredictable and dynamic. An attempt has been made to
explore and analyse the innovative practices in different sectors by citing examples from retail industry. In doing so, this
paper provides a starting point for academic research in this domain, thus offering retailing managers and researchers guidelines
for new practices in retail.
Key Words: Retail, Innovation, Growth, Organisations, Technology

Introduction
Indian Retail sector has grown by leaps and bounds in the last decade. Retailing is in a state of permanent
change and the pace has been accelerating over the last couple of years. Retailers represent the touch points
for the customers and hence are in a better position to meet their expectations. What was once considered to
be a simple way of doing business or marketing has now transformed in to a highly sophisticated act of
marketing and management. This transformation in the act of doing business has paved way for innovations
in retail. Retailers today are trying to shift their focus from merely selling products to engaging and empowering
customers with a view to create an everlasting experience for their customers. As a result, retailers think of
creating new ways to interact with their customers so as to create a Unique Selling Proposition that gives
them a competitive edge. For instance, some retailers practice mass customization technologies while others
effectively use technology in order to streamline the Supply chain.
Retail innovation is all about change that provides tangible value to customers. This value is added because
it provides something new that others are not providing. Innovation in retail is a two-way street, besides
providing value to customers it also benefits retailers. Retailers may get higher sales, business growth and
competitive advantage over rivals in some cases. Modern retailers are adopting the strategies of retail innovation
to connect with the shoppers wherever they go. Retailers are trying their level best to transform in every
sector, be it customer service, grocery shopping, to online shopping. Customer experience is now at the
forefront of how companies plan and strategize in the marketplace. Retailing firms are making best use of
technology to differentiate their brand.

*Assitant Professor, School of Management Studies, Apeejay Institute of Management & Engineering Technical Campus, Jalandhar,
Punjab. Email Id: pooja.bhandari@learn.apeejay.edu
2020 Apeejay Journal of Management & Technology 45

The focus of retail innovations is more on changing business needs, processes and consumer behaviours and
less on more installations. Innovation from a retailer’s perspective serves to bring measurable benefits to
various stakeholders. Over the past few years, retailer’s attitude towards innovation has attained maturity
and they approach innovation as consumer-centric (https://www.i-scoop.eu/retail-innovation/).
The entire retailing sector has been divided into organized and unorganized sectors. It has emerged as a fast
paced sector due to the entry of several new players. Indian retail market is expected to become the world’s
fastest growing e-commerce because of the huge investment and the growth in number of internet users.
The e-commerce market in India is expected to grow to more than US $ 100 billion by 2020 from US $ 3.5
billion in 2014 (https://en.wikipedia.org/wiki/Retailing_in_India).
Retail sector can be broadly classified into two categories namely- organised and unorganised retail.
 Organized retail - Organised traders/retailers – have a license for trading activities and are registered
to pay taxes to the government.
 Unorganized retail – consists of unauthorized small shops - conventional Kirana shops, general stores,
corner shops among various other small retail outlets - but are the radiating force of Indian retail
industry.
Key drivers of Retail Industry in India - Demand and Supply Drivers, shown in Table 1.
Table 1. Table showing key drivers of the Indian retail industry

Demand Drivers Supply Drivers

Rising Income Levels New Entrants
Increased Urbanisation Expansion Plans of Existing Players
Growing aspiration Levels Infrastructure addition
and appetite to experiment
Credit Availability Emergence of new categories

Source: http://www.ibef.org/industry/retail-india.aspx
Sector’s High Growth Potential is Attracting Investors
 Indian retail sector grew at 8% between 2007-2011, with organized retail growing at more than three
times the pace of unorganized. Going forward, this trend is expected to continue, with organized
retail penetration set to increase to 14% by 2021.With the recent opening up of FDI in retail, the
growth in Organized Retail is expected to accelerate further.
 India has occupied a remarkable position in global retail rankings; the country has high market potential,
low economic risk, and moderate political risk.
 India has bagged eleventh rank in market potential, (after United States, China, Canada, UK, Brazil,
Germany, Austria and Mexico).
 India’s net retail sales are quite significant among emerging and developed nations; the country is
ranked third (after China and Brazil)
 Overall, given its high growth potential, India compares favourably with global peers among foreign
investors.
46 Pooja Khanna January & July

 With investment of around US$ 511.76 billion, the first half of 2016 witnessed the highest annual
private equity (PE) in the retail sector, since 2008.
(Source: https://www.ibef.org/industry/retail-india.aspx)
The Boston Consulting Group and Retailers Association of India published a report titled, ‘Retail
2020: Retrospect, Reinvent, Rewrite’, highlighting that India’s retail market is expected to nearly
double to US$ 1 trillion by 2020 from US$ 600 billion in 2015, driven by income growth, urbanisation
and attitudinal shifts. Figure 1 and Figure 2 depict the growth rate of organised retail in India.
Figure 2. Overall Retail Growth in India

Source: CRISIL Research

Notes: CAGR –Compound Annual Growth Rate
Figure 2. Organised Retail Growth in India

Source: CRISIL Research

Notes: ORP – Organised Retail Penetration (Percent)
2020 Apeejay Journal of Management & Technology 47

Table 2. Key Drivers of the Indian Retail Sector

Emergence of nuclear families

An increase in double - income households trend
Large working population
Reasonable Real estate Prices
Increase in disposable income and customer aspiration
Demand as well as increase in expenditure for luxury items
Growing preference for branded products
Growing liberalization of the FDI policy in the past decade
Increasing Urbanisation
Rising affluence and Consumers
Source: http://info.shine.com/industry/retail/7.html

Review of Literature
Most of the extant literature on retailing and retailing innovations is in the context of developed or mature
markets (Goldman, Ramaswami and Krider 2002; Kacker 1988). In general, the discussion highlights the
relevance of a contingency perspective for studying innovations in retailing (Chesbrough , H. 2002). In his
influential article on the Wheel of Retailing, Hollander (1960) pointed out that new types of retailing follow
evolutionary paths, and discussed the possibility of a “natural law of retailing” in the evolution of innovations
in retailing. (Zott and Amit 2010) have acknowledged the importance of conceptualizing business models as
integrated systems and have characterized them using prototypical design themes which detail these systems’
dominant value drivers. They suggest a ‘NICE’ framework –novelty, lock-in, complementarities, and efficiency.
Retailing activities refer to acquiring, stocking, displaying and exchanging goods and services that fulfil the
customer experience. The specific choice of activities, their structure and sequencing within processes will
be guided by the store format adopted.
Past research has outlined the role of such activities, for example those related to (virtual) store design and
atmosphere (Worrall, S., & Newman, A. 2015). Other research works have shed light on less visible retailing
activities, (Chesbrough, H. 2007). Business model innovation: It’s not just about technology anymore but
there are many other ways to innovation). Some studies have addressed how retailers can design their activities
within a certain retail format such that the level of customer engagement is enhanced, for example by
strengthening customer-brand identification (Chesbrough, H. 2002).Worrall, S., & Newman, A. (2015) noted
that distribution describes all the logistics involved in delivering a company’s products or services to the
right place, at the right time, for the lowest cost. Reynolds and Hristov (2007), in a study highlighted the
characteristics and areas of innovation in retail. The mediating role of innovation was explored by Medina
and Rufin (2009). They analysed retailers to be co-innovators in their supply chain and they also suggested
that the performance of the market is very strongly influenced by innovation.
More focused studies on innovation were done by Vernuccio (2010), which addressed functional areas such
as retail planning, format and product development, promotion and logistics. A study on Innovation in green
product development was done by Wong (2012), which affirmed a mediating role of green innovation on
48 Pooja Khanna January & July

retailer’s competitive advantage. Another study by Grayson (2011) posited innovation to be embedded in
sustainable practices as a process that adds strategic value among all the stakeholders.
Pantano and Vannucci (2019), investigated the level of diffusion of digital technologies to understand the
effective response of retailers. Results of the study revealed posited the actual innovation diffusion and the
main digital technologies that are adopted by various categories of retail. Pantano etal. (2017), gave a detailed
study about the various innovative forces fuelling the retailing sector. Focus of the study was on the evaluations
of innovation levels with the help of classification and analysis of patented innovations. Bodolica etal. (2019),
made an attempt to explore the innovation drivers and trends in retail industry with reference to the Gulf
Region. The study highlights the constantly increasing importance that innovation is expected to play in the
performance of retail organisations.

Need of the Study

With the advent of more and more products on internet, consumers have become more vigilant of the changing
business environment. Innovation is an important aspect in today’s dynamic business scenario and retail plays
a very important role in that. It becomes imperative for the marketers to cater to the changing needs and
demands of the customers, failing which they may not be able to survive in today’s competitive world. There
have been studies on innovations that are both conceptual and empirical. Aim of this paper is to study the
innovations in various sectors of retail. This paper highlights the innovations and changing trends in retail
sector. These trends are responsive to the stages of development of specific markets and how the innovations
in retailing have helped or help in creating value to give the marketers a competitive edge.

Research Methodology
The data studied for writing this paper was secondary data. On-line journals, research papers, various web-
sites were studied, in order to know the innovative practices in retail in various organisations. Annual reports
were studied for this purpose. Corporate websites, various prestigious journals and newspaper and online
articles have been referred to with regard to innovations in their respective sector. The study further helped
to identify the various initiatives taken by the different organisations and government in order to give a new
face to the retail sector. The paper provides a framework for the new practices in retail.

Discussion
With the change in the tastes and preferences of customers, market scenario has also changed. Today’s market
scenario is altogether different from what it used to be decades ago. Innovation, the key driver of retail in
India, is allowing it to reach global standards. Retailers believe Retail to be the most important industry that
needs to pursue innovation. They work on the Mantra – ‘Tomorrow belongs to the consumers’. (Source:
RAI-Booz Retailers Survey 2013 (410 respondents), Booz & Company Analysis).Innovation plays a very
significant role for the growth of Retail Sector. It is very much imperative for Retailers to think of new ideas
to survive the tough competition and stay ahead of the competitors. Innovative retailers very smartly translate
a simple idea into profitable business. Innovations from a retailer’s perspective means to bridge the gap
2020 Apeejay Journal of Management & Technology 49

between consumer’s expectations and what is delivered to them. Thus, bringing a paradigm shift in the minds
of consumer.

Degree of Innovation
• New- Development and continuous innovation of new concepts. Targeted to specific local consumer
segments.
• Adapt - Adoption of existing concepts with important adaptations tailored to meet local customer
needs.
• Adopt - Adoption of already existing global retail innovations or adoption of successful models from
other sectors.
Truly innovative retailers are able to leverage their capabilities to develop innovations that deliver significant
impacts. Being innovative leads to Unique Consumer Value Proposition that leads to customer delight. A
realistic and balanced approach to innovation can help retailers transform challenges into opportunities for
profitable growth (Figure 3).
Various approaches that can lead to remarkable innovation are –
 Retailers should execute well on small ideas while evaluating the big bets.
 An Adapt Model works as well as new and path breaking ideas.
 Efforts focused on the supply-side can also deliver consumer and business impact.
 Continuous and evolving innovation is key to sustain value.
Identify an unmet need
Figure 3. An Equation for Innovation

Source:http://www.nielsen.com/content/dam/nielsenglobal/sk/docs/2014/india-breakthrough-innovation%20-report-nielsen.pdf
Investment Scenario in major companies
The way people shop is changing every day. Hence, companies are making constant efforts towards innovation.
Revolution in digital world and innovations in delivery and data have made the retail landscape evolve like
never before. Some of the companies that have invested and are planning to invest in innovation are depicted
in Table 3 and 4.
50 Pooja Khanna January & July

Table 3. Major Investments in Innovations

Company Investment
Paytm To set up 30,000-50,000 retail outlets where consumers can load cash on their
digital wallets. Also looking forward to enrol retailers- mostly kirana stores
– as merchants for accepting digital payments.
MobiKwik (Mobile Wallet Company) Earlier, this year it rolled out the first of its kind instant credit product called
‘Boost’ that ensures loan disbursal in 90 seconds.
DataWind partnered with Home Shop18 Under this partnership, they would jointly launch special sales programme
across broadcast, mobile and internet media to provide greater access to the
latter’s tablet range.
Fashion and You Opened three distribution hubs in Surat, Mumbai and Bengaluru to accelerate
deliveries
Lulu Group (Abu-Dhabi based) Plans to invest Rs.2,500 Crore (US$ 402.0 million) in a fruit and vegetable
processing Unit, an integrated meat processing unit and a modern Shopping
Mall in Hyderabad, Telangana
Aditya Birla Retail (fourth –largest Acquired total hypermarkets owned by Jubilant Retail.
supermarket retailer in the country)
Flipkart To strengthen its advertising segment, acquired mobile ad network AdiQuity
– that has a history of mobile innovations and valuable experience in the ad
space
Sbarro ( US-based Pizza chain) Plans an almost threefold increase in its store count from the current17 to 50
over the next two years through multiple business models.
Amazon (World’s largest online retailer) Readying a US$ 5.0 billion war chest to make India its biggest market outside
the US.
Wal-Mart India Pvt. Ltd. Plans to open 500 new stores in India in the next 10-15 years.
Tesco (British Retail Major) Invested Rs. 850 crore in multi brand retail treading by forming an equal
joint venture with Tata Group company Trent: to form the joint venture, Tesco
purchased 50 percent stake in Trent Hypermarket Ltd (THL). THL operates
the Star Bazaar retail in India.

Source- http://www.ibef.org/industry/retail-india.aspx

Table 4. Some successful Examples of ‘Game Changing’ Innovations

Food and Grocery

Mc Donald’s Acquire voice recognition startup Apprente that would create voice based platforms
for complex, multilingual, multi accent and multi item conversational ordering.
Uber Eats Announced plans to test drone deliveries to speed up delivery timings in congested
cities
Amazon With Online grocery innovation, amazon also offers its own cashier less convenience
store, Amazon Go – where customers can grab their items and leave
Big Bazar Developed ‘bazaar’ centric format to attract midmarket consumers; created mega
promotion days to drive consumption occasions
Spencer’s Curated categories of beauty, gourmet food and liquor in a hyper-market format to
capture higher market share
2020 Apeejay Journal of Management & Technology 51

Walmart Created ‘Mera Kirana’ model shop at cash & carry stores to educate kirana owners
in best practices and drive customer stickiness
Apparel& Departmental Store
Fab India Developed market for mainly ethnic / handloom / rural products via a co-ownership
business model with artisans / suppliers and social capitalism
Shoppers Stop Pioneered a very successful retail loyalty program; developed in-house training (Baby
Kangaroo program)to provide career growth to staff across levels
WestSide Established large format departmental stores with 90% plus Private Label sales
Mom & Me Introduced a one-stop-shop for maternity and child care at competitive prices in India
Raymond Pioneered the branded apparel retail space; launched “made-to-measure” and
successfully challenged the paradigm that customization is expensive
United Colors Of Benetton Differentiated product offering and retail stores for men, women and kids in India as
opposed to global focus on women’s wear
Marks & Spencer Build digital customer experiences to sell products both online and in storeProduct
innovation with features suitable to India (fresh feet socks, dry guard shirts, light
and soft thermals, etc.)
Footwear
Metro Enabled stock visibility at store level for suppliers so as to optimize shipment planning
Jeweller & Watches
Titan Developed organized retail in watches and upgraded the retail experience through
‘World of Titan’; pioneered exchange programs in India
Tanishq Developed organized retail in jewellery through gold purity checking machines in
retail stores, to educate customers and build trust around branded Jewellery
Reliance Jewels Hedging for customers – protect gold rate so that customers enjoy benefit of lowest
gold rate prevailing on date of booking or on date of purchase
Kalyan Jewellers Acquires customers via direct and micro marketing through churches and marriage
halls; offers them a personalized and differentiated shopping experience
Pharmacy & Wellness
Guardian Pharmacy Strong private label in OTC products and nutraceuticals in a segment dominated by
prescription drugs
Lawrence & Mayo Standardized customer service in retail showrooms pan India selling multi-brand
eyewear
Food Services
Café Coffee day Ownership of entire supply chain (coffee, coffee machines, furniture, etc.) to drive
economies of scale
McDonald Ownership of entire supply chain (coffee, coffee machines, furniture, etc.) to drive
economies of scale
Domino’s Pizza Product innovation, 30-minute delivery guarantee and employee engagement and
empowerment
Rural Retail Rural shopping mall where farmers can sell their produce and buy almost everything
(cosmetics, garments, electronics, appliances and even tractors)
Home Appliances
Philips Pioneered Philips Light Lounges – an experience zone which gives customers a ‘see,
touch and feel’ experience of lighting concepts and caters to evolving lifestyles
52 Pooja Khanna January & July

Online Retail
Flipkart, Myntra Amongst the retailers to introduce Cash on Delivery, propelling online product sales
in India
LensKart Introduced the Virtual Mirror concept in eyewear to assist decision making online
HomeShop 18 Led development of home shopping channel in India and now cover 3,000 cities and
towns; amongst the retailers to introduce Cash on Delivery

Source -http://www.rasci.in/downloads/2013/Successful_Innovations_Indian_Retail_2013.pdf

Government Initiatives
Various initiatives taken by the Government of India to enhance the standard of retail industry in India (Table 5).
Table 5. Initiatives by Government

Company Plans
IKEA ( World’s largest furniture retailer) Bought its first piece of land in India in Hyderabad, the joint capital
of Telangana and Andhra Pradesh, for building a retail store.IKEA’s
retail outlets have a standard design and each location entails an
investment of around 500-600 crore (US$ 80.4-96.5 million)

Source -http://www.ibef.org/industry/retail-india.aspx

 The Government of India has accepted the changes proposed by Rajya Sabha to the bill introducing
Goods and Services Tax (GST). Implementation of GST shall enable easier movement of goods across
the country, hence improving retail operations Pan India.
 The Government has approved a proposal - portfolio investment up to 49 per cent will not require
government approval nor will it have to comply with sectoral conditions as long as it does not result
in a transfer of ownership and/or control of Indian entities to foreigners. As a result, foreign investments
are expected to be increase, especially in the attractive retail sector.
Table 4. Latest Innovation in Retail
Organization Innovation Impact
Starbucks Opened a digitally enhanced coffee shop in London, Customers can order wherever and whatever they want
where everything is visible in the store to the to through their handheld devices. Staff provides table
customers. All the processes, starting from the way service and uses tablets to take customer orders.The
coffee is made, how food is prepared and presented. coffee shop also allows customers to use its new
Mobile Order and Pay.
Adidas Launched Body Scanner – “Bodykinectizer” to scan It helps customers to dress their body virtually whether
a customer’s shape and size and then assist the in home or at shop.In addition Adidas have also
customers to demonstrate how the range of clothes trialled “Cyber FIT” which is an interactive fitting
would look good on them. room which provides product details as well as
Pizza Hut product reco mmendations. A 3D environment
automatically puts the customer into a virtual world
directly linked to the product the customer brought
into the fitting room.
Introduces the world’s first sub conscious menu, which 98% success rate for recommending pizzas to
uses the eye tracking software to assess where the customers as per their taste and they relished.
customer is looking on the menu and then applying
mathematical algorithm to figure out which pizza
would be most suited to their tastes.
Source: http://retail-innovation.com/
2020 Apeejay Journal of Management & Technology 53

Key Areas for Retail Innovations

Research and Discussion with Indian retailers have highlighted five key areas - how to make Innovation
successful
1. Leadership and Resourcing – Visible commitment and explicit support from senior leadership is
essential as it sets the right context and vision and removes barriers to implementation.
2. Culture – Aligning organization culture and innovation strategy can help achieve superior objectives.
3. Capabilities – It is critical to build a set of priority capabilities aligned to the innovation strategy is
critical.
4. Direct Consumer Interaction – In order to develop innovations that have maximum impact, Listening
to customers is essential.
5. Process Discipline – A well structured and phased that leads from innovation strategy to implementation
is essential.
While retailers should explore ways to develop new innovations, the potential of existing innovations should
not be ignored. Innovation in Indian Retail has highlighted that success is not linked to the originality of
innovation but in the ability to tailor an innovation to address consumer needs, which is evident from many
innovations in global retailers. (http://www.economywatch.com/business-and-economy/indian-retail-industry-
size.html)
A balanced and a realistic approach to innovation can help retailers transform challenges into opportunities
for “profitable growth”. It is easy to implement small and simple ideas which can have real impact on consumers
and economics. Simultaneously, investment in big bets also needs to be pursued.
Research shows that spending more money does not ensure better innovation. Visible commitment and explicit
support from senior management is imperative for bringing ingenuinity in innovation. Care has to be taken
regarding the investment areas. Retailers should invest in building supporting attributes – pride in the company’s
products and services; being open to new ideas, flexible approach and ability to take risks. Emphasis on
customer service by listening to customers helps develop innovations that have maximum impact and
sustainability. A disciplined process ought to extend from innovation strategy to implementation. To ensure
compliance and decision making supporting metrics need to be developed and utilized.

Conclusion and Implications

This research contributes to both the practitioner and academic understanding of innovation. Organised Retail
is emerging as the new phenomenon in India and despite the slump, the market is growing exponentially.
Economic growth brings more of India’s people into the consuming classes and organized retail lures more
and more existing shoppers. This is also supported by the study of Ramaswami and Krider (2002). Hence
innovative practices in retail are certainly going to add value to the products and services simultaneously
giving them a competitive edge. Discussion also reveals that retailers focus on more innovation than on
novelty, as they want engagement with their customers rather than just offering them novelty as posited by
Medina and Rufin (2009). Retailers see innovation through a ‘retail lense’ and hence think of coming up
with different innovations in different sectors. Retailers are more concerned about the area of application of
the innovation.
54 Pooja Khanna January & July

Managers see innovation as something that would give them returns in the long run. Consumer markets in
emerging market economies like India are growing rapidly owing to robust economic growth. India’s modern
consumption level is set to double within five years to US$ 1.5 trillion from the present level of US$ 750
billion (http://ficci.in/sector/33/Project_docs/Sector-prof.pdf). The growing middle class is an important factor
contributing to the growth of retail in India. By 2030, it is estimated that 91 million households will be
‘middle class’, up from 21 million today. Also by 2030, 570 million people are expected to live in cities,
nearly twice the population of the United States today (https://www.amazon.in/gp/aw/review/B00NF8764W/
R2L0YUQF1KTLZ6).
Thus, with tremendous potential and huge population, India is set for high growth in consumer expenditure.
With India’s large ‘young’ population and high domestic consumption, the macro trends for the sector look
favourable.

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