In current times consumer needs are evolving. There is a need for retailers and manufacturers to meet consumer demands. New age hybrid consumption and free trade policy across the spectrum has increased competition in the markets. There is a need to maintain consumer patronage in order to address this issue. It has been observed that there is a need to maintain heritage, unique organizational culture and at the same time meet consumer requirements. New age consumers are leaning towards hybrid consumption patterns. This unique situation needs to be addressed. There is a need to create innovative urban brand management plan that is an eclectic mixture of culture and commerce.
It has been found that modern day retail spaces need to create a number of positive cues in order for the customer to feel comfortable. It has been found that only when the consumer feels comfortable they will relate to the place. This will aid in the growth of the intangible asset of the retail space.
It was found that in the case of Fortram and Masan there were a number of positive cues like holiday atmosphere that was visual aesthetically pleasing. There were niche places for the consumers to have conversations. There was also presence of spa, gentlemen restroom that allowed the consumers to feel comfortable. The spatial arrangement of the place was manoeuvred in a way that the consumers can relax and at the same time sense high quality of the products.
Elimination of negative ideologies and connotation was important in order to make the consumer feel comfortable. There were a number of areas for the consumers to relax. They had the space to connect and also secluded areas for the consumers to revitalize them.
It was found on analysis that the company had found ways to eliminate negative cues. The ambience of the place ensured that there was a overall presence of positive vibrations of the place.
It is important for the consumers to feel connected and reflect on the heritage of a place or a brand. This enables customer patronage.
It was found from this analysis that the company had found ways to connect with consumers. There is a very long line of heritage and culture associated with this brand. The owner used to serve the Queen and started this shop to sell the used candles. It was found that they had unique memorabilia in remembrance of this aspect. The Queen tea gives immediate impact of high quality and prestige associated for the product. This enables the consumers to feel empowered and at the same feel privileged to drink the tea consumed by the Queen herself. This is a unique take in order to connect with the consumers.