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When you open a store, don’t do this

P3 STORE

This store opened a few months back on the main street of Hiranandani, Powai. Almost everything that the store has done seems so inappropriate to me.

Just look at the name. P3. Explained in the tagline of sorts "Paper Print Pens". And below that a banner which reads "Stationery-Books-Laptops-Gifting-Mobiles-Printers". Well, we can have our views – good or bad – but here a few more details to explain the point.

The store is not more 600 sq.ft. in area and it stands right opposite Crossword which covers about 4 times the former's floor-space. Imagine a 2400 sq.ft. shop dedicated to books and stationery and here you open a way smaller shop selling not just books, but things like mobiles and laptops and gifts.

Not very far is Future Group's E-zone (which has plenty of mobiles and laptops) and about 6-8 times the size of P3. And you also have The Mobile Store nearby. And plenty of gifting-type shops (like custom shops of the yesteryears) which are stuffed to the brim.

When I got in, P3 didn't have an ink-pen in their merchandise.

Narrow. One. Focus.

One response to “When you open a store, don’t do this”

  1. Tushar Jambhekar- tujams Avatar
    Tushar Jambhekar- tujams

    P3 I believe is the retail brand of BILT and designed to counter Staples. The target for these stores is… well anything that can either comes under Office or Personal Stationary. They do claim, but I sincerely doubt if they have any kind of advantage for an office per say.
    By Books, it usually is notebooks, sketch books, diaries, planners etc. As it is Office, they have printers and Laptops. Since they do not take too much space, speakers, spike guards, mp3 players, camera’s and mobiles- just about any electronics also finds its way.
    The idea I feel they going with is enter for your business needs and take home all that you might need.
    As for fountain pens, in a large format stores, low demand items are liabilities which can impede shelf space. That’s the difference between the Mom ‘n Pop (your topic sometime back), where 1000 things are crammed as isles are low priority.

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