15 MIN CHALLEGE

The 15-Minute Challenge: A Retailer’s Wake-Up Call

If a customer walks into your supermarket and doesn’t buy anything within the first 15–20 minutes, that’s a red flag. As a retailer, this signals that your displays, offers, or pricing aren’t compelling enough to trigger immediate interest.

In my previous role, we implemented a “15-Yard Challenge”—a principle where we placed fast-moving, promotional products within the first 15 yards of store entry. If a customer picks up a few of these, they feel an immediate sense of value and satisfaction: “I found what I was looking for.” It’s a psychological win—and a proven sales driver.

Retail Success Formula: Choice, Price, Service

In Indian retail, success hinges on these three elements:

CHOICE

Follow the Good-Better-Best principle within every category:

1. Market Leader I

2. Market Leader II

3. Popular Brand

4. Private Label

5. Value-for-Money Option

PRICE

Offer the best possible price with optimal margins—delivering savings for customers while ensuring profitability through repeat purchases.

SERVICE

Deliver exceptional service—your true USP. Competitors can copy your product or price, but great service builds loyalty and creates a unique customer experience that can't be replicated.

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Happy Selling!
Make your first 15 minutes count—because in retail, attention is the new currency.