Insync’s Customisation for Designers & Retailers

INSYNC for Designers

Our wide array of display systems have been specifically designed to stimulate creativity and bolster innovation while addressing the most challenging retail design projects. Whether it is affixing on concrete pillar, mounting on glass, inlaying onto a wooden panel, hanging from a ceiling or a free standing mid floor unit; you will find it quickly through our ‘Shop Fittings Assistants’.

For a greater understanding of our product applications, please refer to our ‘Projects’ link to access numerous successful client site case studies. It showcases a multitude of ways, retailers and designers have chosen to apply our solutions to derive optimum value and enhance their retail display ambiences across a plethora of merchandise categories.

You can also subscribe to our product manual that addresses the needs of your creative team and also provides a detailed roadmap for your draftsmen.

 

INSYNC for Retailers

To address a retailers need to open a new store or execute a quick make over INSYNC’s arsenal features a comprehensive range of shop fitting systems and components, that have been developed by a team of  engineers and retail designers, with over 2 decades of experience.

Products and services provided by INSYNC are a culmination of the know how gathered during the execution of over 40000 retail projects and are optimised to save retailers time and money.

Our projects page will assist you in deriving inspiration from the execution of our shop fittings at various client sites across a plethora of retail categories,

Our ‘Shop Fitting Assistant’ will help you find a solution best suited to your retail category, application and load requirements.

Noted Architect, Mr. Kapil Samant (FITCH) recommends the use of INSYNC’s fitting products.

“We have extensively specified and used INSYNC standard retail systems in our retail design projects. I find the products to be of comparable quality to best of the global products with a laser focus on being value for money. Apart from the standard systems, team at FITCH takes a lot of comfort in turning to Safe Enterprises to seek engineering counsel while designing bespoke fixtures. The redesign of Nature’s Baskets retail identity, where the fixture concept had to be designed from scratch, is a good example one such recent collaboration with Safe enterprise. Although FITCH design team set very demanding aesthetic standards, engineering expertise underpinned by the development brass at Safe made development cycle fruitful and effortless – and in the end delivered a fantastic result.”

 

 

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Selling Effortlessly

A common formula for profitability is to be able to sell more with minimum stock carrying & with the least amount of time & effort. Internationally followed and practiced this formula is the only sure shot way to scaling up the retail operations without really scaling down on profits. The big question is what is this formula?

A very simple answer to a seemingly complex issue is improving in store display:  

Streamlining in store stocks, by increasing the effectiveness of the merchandize display

The myth prevalent in the Indian trading mindset is ‘more stocks mean more sale‘; although that might not be completely incorrect, it is surely impractical to implement in a retail environment. More stock would amount to more sales, if the consumer could see more merchandize.   The consumer buys what pleases his taste, to decide what fits into his taste preferences he needs to see more product options.

The typical retail store is build more like a ware house rather than a shopping platform. With its tall racks full of merchandise cramped tightly, not giving the customer a chance to see more than the colours is what the retailers have to offer. A salesman standing behind a counter top would show the customer merchandize he feels would suit the customers need rather than the customer choosing to see what he wants to see.  After a long and painstaking process the customer would see may be half of the products on 1 rack of 1 wall in the store. So even though the customer spends more time in the store, he doesn’t see too many options. Reducing the ratio between time spend and sale.

In contrast to that, a customer walking into a modern retail format applied by international brand outlets, has a completely self serving experience – Clothes displayed face out or shoulder out, so as to maximize the visibility of designs and patterns combined with shelves carrying stocks of different sizes of each design or pattern. The customer is at the liberty of choosing his merchandize, pick the product in his size or ask for assistance from a sales staff in the store. Pricing is tagged onto the merchandize and discounts if any are stated in some form or another close to the merchandize. He has the time and liberty to move around the store exploring every corner if he chooses to. He picks the merchandize of his choice and price point. Thus the customer spends less time in the store, has the chance to see more options and spends very little time with the in store staff.

The traditional retailer does not offer the customer freedom to shop & thus reduces the options of merchandize he sees in the store and that too in spite of spending more time & effort on each individual customer.

What is the solution?

            The difference between the 2 models is their strategy towards display. While the modern retailer concentrates on creating a display that provides an interactive & convenient shopping experience, which involves less sales effort; the traditional retailer builds his store to stock more he spends more time trying to sell to the customer and has less success with it, because the customer spends more time in the store but sees less, resulting into lesser sale. So the simple solution is improving the displays to make them more interactive & more convenient for the customer. Giving them more options to choose from and doing so while reducing the actual inventory carried by the store.

The other noticeable difference lies in the stores look & feel, where highly cluttered solid wood racks full of merchandize are bolted to the walls of traditional retail stores giving the store a warehouse effect, the modern retail environment is adorned by light weight displays, made from various materials and finishes that can be moved almost effortlessly giving the store owners the flexibility to create different looking environments without any extra cost. Dynamic environments create freshness and make the same merchandize look new thus assisting the merchandize appeal and improve the stores over all look and feel & sales figures.

So the solution to increase sales with reduced efforts & cost is to spend your resources on improving your stores overall efficiency, by improving your display rather than increasing your shelf space, and investing in more stock than needed.

Huzefa Merchant, Managing Director, Insync Retail Project Management Pvt. Ltd and CEO, Safe Group

Huzefa Merchant, Managing Director, Insync Retail Project Management Pvt. Ltd and CEO, Safe Group

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Three Challenges for the Visual Merchandising industry

Understanding the macro perspective of the retailers needs is one thing and devising solutions for specific retailers needs is quite the other.     

India’s diversity is its strength, but is the most challenging facet, both for marketers as well as planners or designers. State in India is it’s own nation and every street corner a city or region in themselves. Consumers preferences change not from state to state but from town to town.

1. Scalability

Colour preferences, style statements, merchandise design are all as varied as the languages & dialects in India.

This, puts forth a very significant challenge in front of designers, specially ones that intend to spread their routs through the country, scalability and expertise both together are extremely difficult. A  national level design firm would have to have domain expertise in the tastes and preferences of all areas of the country, which is a pretty tall ask. So a national firm with high levels of domain expertise might also have the chance of an oversight in the little nuances pertaining to a specific area which might be the difference between a ‘great design’ & a ‘good design’.  

2. Skilled supply chain

The retail industry is a fast growing sector in India, to support this growth there is a huge reservoir of funds and knowledge flowing from both within & outside the nation. But the same does not apply for the retail support industry, this is a largely unorganized segment and there are only a handful of companies in India which can supply and service retail support tools like, lighting, POP, display fixtures etc nationwide.

The local carpenters and fabricators, lack the knowledge, skill or technology to design or manufacture these tools at par with international standards. This has led to a lack of standardization, which in turn cause quality, delivery, pricing and a host of other issues during a store start up.

Foreign imports are expensive and out of reach for most retailers awing to their size, the ones that do have the volumes, soon realize that they have a large chunk of their resource blocked in imports and that this blockage is more expensive than they initially bargained for.

3. Education amongst the retailers

Indian mind set is not tuned to paying for service or even being able to gauge the inert value of the service industry like design, they would pay for things that they can touch and feel or stock like their merchandise because they believe ‘we can see it’ stock is an asset in the balance sheet, the same does not apply for design services. The fact that investing in planning could be saving them tons of money has not set into their minds yet. Changing this mindset is going to be the biggest challenge for the VM industry.

Huzefa Merchant, Managing Director, Insync Retail Project Management Pvt. Ltd and CEO, Safe Group

Huzefa Merchant, Managing Director, Insync Retail Project Management Pvt. Ltd and CEO, Safe Group

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Bridging The Need Gap

Safe Enterprises, established in 1991 is one of the pioneers in the retail fixture segment, providing bespoke retail fixtures to a changing market. The management launched Insync, in 2010, to keep up with new age retailer demands and offer readily available, innovative display solutions. While Safe Enterprises offers bespoke solutions and caters to projects, Insync creates a gamut of readily available fixtures that facilitate retailers and architects to create the store identity they wish.

Insync leveraged the knowledge and know-how of the years of experience under Safe Enterprises to create solutions based on the question: What does a retail space really need?

A retailer wants a good, effective product which he can rely upon, which increases the efficiency of his display, which he can source in a short period of time, and which is cost effective. At the same time, an architect wants a product that is aesthetically designed and can fit into various design identities. Complementing each other in their operations, Safe Enterprises provides bespoke retail fixtures for retail roll outs & custom projects by architects or retail designers, while Insync provides value engineering, research and development, and standard components that can be used within a design brief, enabling residential and commercial designers to be better equipped to engage in retail design.

Dedicated to developing and designing shop fitting components, the business model for Insync includes assisting OEM’s like Safe Enterprises, as well as a chain of resellers across the country. Not all retail customers know exactly which product they need. Other than just keeping stock, the franchises and dealerships are trained to be consultants on the products that are offered. Noticing that several clients depend on local carpenters and fabricators, Insync’s research estimated that the client spends twice the value of the product and service put together. A small retail format takes, on an average, 60 days to set up, while a larger format would take about 90 days. The lost opportunity cost in such scenarios is higher than the cost of their fixtures itself, considering that the small and large format spaces could be furnished in less than 7 and 30 days respectively. Insync recommends their standard components over the bespoke ones as they are manufactured after intensive research and development, subjected to rigorous testing process, and cost-effective as they are mass-produced.

 

Huzefa Merchant, Managing Director, Insync Retail Project Management Pvt. Ltd and CEO, Safe Group

Huzefa Merchant, Managing Director, Insync Retail Project Management Pvt. Ltd and CEO, Safe Group

 

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