Royal Enfield Pune Showroom 7
Business, Marketing

Design led business transformation – Royal Enfield Showroom

Editor’s Note: Design today plays a crucial part in every business. To quote Steve Jobs –

Design is not just what it looks and feels like. Design is how it works.

This is becoming increasingly true even for offline businesses. The way your customers get introduced to your product, the level of comfort they experience when they visit your office, and most importantly, the flow through which they go while ‘interacting’ with the product influences sales. Alok Thakurdesai, a designer based out of Pune, has taken a shot at proving this intuitive but not-easy-to-prove hypothesis. The case in consideration is the Royal Enfield Showroom designed by him which has led to a 50% increase in sales as compared to other established showrooms. His writeup and experiences are below –

Redesigning the way customers experience Royal Enfield

These days, people are becoming more and more design aware. It is in the sub-conscious of the customer that design makes an impact. In the Retail business, what differentiates you from the pack is what experience you have on offer. Yes you have a brilliant product, but how you present it to your customers that matters. This is exactly what we at Three Fourteen Design wanted to achieve when we started work on redesigning Royal Enfield‘s Retail Space Design.

Auto Companies focus on building retail spaces that are mere bases of interaction with the customers. But how are they presenting the company to the customer? Design goes hand in hand with the User Experience at an Automotive Showroom. When you sell an experience, people will be loyal to your company and they will never even look elsewhere.

Royal Enfield as a company has a very loyal customer base, and its roots are grounded in rich history from England to india. The starting cost of a bike in the Royal Enfield range is a lakh rupees. A lakh rupees! And the fact that each and every bike is hand-built just adds to the value and the “pride” quotient. Why then should the Retail Space be ignored? The Showroom is the first point of interaction between the customer and his/her future bike. We wanted the showroom to shout out “Welcome to the ROYAL Enfield experience”.

Each and every corner of the showroom we designed keeping in mind the company’s story. The colour palette is warm yet rich with small added details. Details that, just like the company and its bikes, makes you want to explore for more! Every piece of furniture holds some relation to the history of the bikes. For example, the chairs we chose were designed by Charles and Ray Eames during the height of the Industrial Revolution. Elements like these add to the detail of the experience!

The bikes and the design now compliment each other well and makes your experience of buying your next Royal Enfield even more Royal!

Royal Enfield Pune Showroom 7

Royal Enfield Pune Showroom -vintage enfield

Royal Enfield Pune Showroom 1

Royal Enfield Pune Showroom 1- bikes

 

Photos and case study: Threefourteen | You can reach out to Alok Thakurdesai on his website – Threefourteen .

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Ecosystem rankings 2012
Marketing

Silicon Valley in India- Possible reality or Marketing pipe dream?

Silicon Valley is perhaps the world’s greatest startup ecosystem which the entire world is trying to emulate. The efforts of the countries are mapped in this fabulous Startup Ecosystem map –

 

Ecosystem rankings 2012

According to the Startup Ecosystem map, Bangalore is listed on the 19th position from among the 20 cities under consideration.

This begs the question to be asked – How is India doing on the front of the Startup ecosystem building? Not very well on any Global metric apparently.

Here are three big reasons why India very badly needs a Startup Ecosystem –

1. Massive educated workforce churned out by Universities – Every year we see such huge numbers among the work force churned out by Indian colleges – not only engineering but science, commerce etc

2. Relatively larger uncertainties for bigger companies – Given the retrenchment going on in many sectors, it won’t be wrong to say that Startups will provide employment to a larger audience than before.

3. Exciting opportunities with potentially larger impact – At a startup, there would be a greater opportunity to create an impact as compared to a smaller company.

Given this, is India missing a huge marketing opportunity by NOT making a city like Bangalore or Pune a Startup Hub?

I certainly think so. Given the huge fillip that IT has given to Bangalore or Pune or Gurgaon or Hyderabad – local Governments should be literally jumping at the opportunity at creating a startup ecosystem. It has the potential to attract the best talent from the globe to that city and more importantly is a better way to collect sustainable and ever growing revenue. Look at the model that the state of California built for itself with the Silicon Valley. While it is true that the state was blessed to have minds like Steve Jobs and Sergey Brin, the fact is the California and US Government also played a small but important part in the Silicon Valley development.

Look at Tel Aviv – In 2009, Israel had more IPOs on the NASDAQ than China , India and Russia combined. Thats a telling statistic. If Israel can do it, so can a focussed approach from a country like India, with the abundance of talented people .

To Quote the article –

Highly advanced ecosystem and bustling with tech companies

– In 2009, 63 Israeli companies were listed on the tech-orientated NASDAQ – more than from Europe, Japan, Korea, India, and China combined

– Almost every major tech company today has some kind of subsidiary in Israel: Intel, Microsoft, Google and Cisco etc.

– 39% of Israeli high-tech employees work in the R&D departments of multinational companies

  • Closing fast on Silicon Valley due to risk-taking nature

Given all of this, it may seem as if India has already fallen behind . What is the best foot forward to build a Silicon Valley in India? Have any opinions? Let us know!

Source for diagrams and quotes: Telefonica digital

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