There is real power in truly being local. Having the right products sourced from local communities speaks to powerful macro trends around freshness and sustainability. Retailers, large and small, are focusing on attempts to get local, really local, as the following cases demonstrate.
Fab India (New Delhi – India)
A powerful blend of India’s traditional crafts and techniques, contemporary designs, rural artisans, urban markets and an inclusive model of capitalism.
India has a very strong heritage of handcrafted products. Artisans form the backbone of India’s rural economy, and the handicraft industry is the second-largest employment generator in villages after agriculture. There are an estimated 20 million artisans across the country.
Fab India is India’s largest private platform for products that are made from traditional techniques, skills and hand-based processes. The retailer links over 90,000 craft based rural artisans to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India’s traditional handicrafts in the process.
The retailer has three different formats for brick and mortar stores and an online presence, which delivers worldwide. The three stores are Premium (located in metropolitan and Tier I cities, carrying the full range of merchandise, including furniture), Concept (smaller footprint stores, with select merchandise across categories) and Regular (present in Tier II and III cities, with a product mix focused on clothing and accessories).
Their in-store look is defined by ‘everything natural’, with natural wood, stone flooring and a mix of colors. All of the garments are dyed with natural and organic dyes, and represent a vibrant mix of colours and hues.
Fab India’s approach to supply chain management for its retail stores and inclusive capitalism is unique. The model is especially relevant to developing countries, linking rural artisans with urban markets (potentially across the world). The key differentiators and wins for Fab India’s model have been:
- Enabling it to create 90,000 sustainable rural jobs across India
- Direct interface with artisans, who are shareholders in the business
- Closer to sourcing – shortening the supply chain, better quality and pricing
- Access to modern techniques to improve productivity and contemporary designs, across a range of product segments
- An international platform through brick & mortar and e-commerce enabled front end
Yoghurt Barn (Utrecht – Netherlands)
A unique eco-friendly retail concept that offers fresh, customized yogurt directly from local farmers.
The Netherlands ranks number one in yogurt consumption within Europe. Yogurt is an everyday affordable product, and many Dutch eat it almost daily (and are very price conscious). Consumer trends like individualization and conscious living demand customization possibilities and environmentally friendly retail concepts offering organic products.
Yoghurt Barn offers:
- Every day and affordable products made special
- Customized foods (choose your type of yogurt, toppings, etc.)
- A concept that is entirely environmentally friendly (packaging, store interior, energy, etc.)
- Organic foods from local farmers (yogurts are delivered 48 hours after production)
- Free Wi-Fi (lots of energy spots)
Yoghurt Barn has turned an everyday affordable product into a fun and creative experience, produced and presented with passion. It takes conscious retailing to the extreme by striving to offer 100% organic products in an entirely eco-friendly store. The concept proves it is possible to combine convenience with experience. Whatever your shopping goal, ‘fast food,’ cozy lunching or working, it is all possible at Yoghurt Barn.
The consumer’s desire to become better educated and more demanding about the products they consume brings significant advantages to retailers that adopt sustainable and environmentally-friendly business practices. A retailer that supports their local community can become a reputable leader that is sure to be rewarded with loyal customers who share the same values.
About Retail Innovations 9
Retail lnnovations 9 is J.C. Williams Group’s and Ebeltoft Group’s (www.ebeltoftgroup.com) latest compilation of leading edge innovation, highlighting individual ideas and the key themes that emerge from studying the whole.
This edition features 54 of the best innovation cases from 23 countries and pinpoints the nine global innovation trends.
To obtain a copy of this publication, send an email with your name, company name, and telephone number to firstname.lastname@example.org.