How SMART
can it really
get?
Visual Merchandising & Retail Design Sometimes I wonder if we are getting a little Smart-
fatigued. Know what I mean? Smart phones, smart
Volume 14 Issue 10 July 2019 watches, smart cities – there is no dearth of ‘smart’
today, so much so that we no longer care or know
EDITOR & PUBLISHER Vasant Jante what exactly ‘smart’ means. Could it be that we
SR. ASSOCIATE EDITOR N. Jayalakshmi humans are getting a little less smart, with so much
SR. REPORTER Smita Sinha
SR. REPORTER Mohit Manghani dependence on all these
DESIGNER Vinod Kumar. V ‘smart’ things around us?
But I’m rambling. The fact
CIRCULATION / EDITORIAL OFFICE is that for most of us, smart
#1019/2, 1st Cross, Geetanjali Layout, New Thippasandra, Bangalore-560 075. means efficiency - the
Tel : 91-80-40522777 / 25294933 capability to perform many
Email: [email protected] www.vjmediaworks.com tasks with optimum usage
of resources. So a smart
Mumbai Office watch not just shows us
201, 2nd Floor, Krishna Commercial Centre, 6 Udyog Nagar, the time, but also enables
Nr. Kamat Club S.V.Road, Goregaon (W), Mumbai - 400 062. our communications and helps us manage our time
Tel: 022-40234446 better, a smart phone - something we take for granted
today - almost manages our daily work and personal
Delhi Office life. A Smart City, as per popular definition, is one
DLF Prime Tower, Pocket – F, 6th Floor, Office No. 610, Okhla Phase 1, that performs efficiently in terms of its infrastructure
New Delhi-110 020. Tel: 011-4241 5179 and services. Now to come to the purpose of my
musings – smart walls, another term for video walls
Business Head or digital signage, is a smart way of communicating
Nimisha Shah 99671 11587 to potential customers inside or outside the
store. Supported by the right technology, smart
Marketing Executive - West & South communication through digital devices can herald a
Neha Jante 98450 11541 smart retail environment serving multiple purposes -
customised communication, data gathering, shopper
Sales Executive - South engagement, enhanced in store experience and
Binayak Biswas 8870312069 much more. With a little bit of imagination, some
cutting edge technologies and ...er…smart budgeting,
Sales Executive - North & West there is no limit to what a digitally enabled in store
Sudarshan Sakhare 86690 68831 communication can accomplish. But this would
require many factors to evolve – awareness, access to
Subcription: [email protected] right tech partners, clear definition of the purpose and
more. Go through the stories under our cover theme
VM-RD Visual Merchandising & Retail Design is a monthly Owned, published and this month to get some perspectives on this.
edited by Vasant Jante, printed by B S Suresh Pai, published from 1019/2, 1st Main,
1st Cross, Geetanjali Layout, New Thippasandara, Bangalore-560 075 and printed at Speaking of smart, Indore is another tier 2 city in the
Sri Sudhindra Offset Process, #97-98, D.T. Street, 8th Cross, Malleswaram, Bangalore country that occupies a prominent place in the list
- 560 003. of Smart Cities. Our Retail Yatra section this month
focuses on Indore as a retail market with growth
The opinions expressed by authors and contributors to VM-RD are not necessarily opportunities. Check out the interviews with some
those of the editor’s or publishers. VM-RD may not be reproduced in whole or in part prominent retailers in the city who share their
without permission of the publisher. growth journey. Now let me leave you to read and
savour everything we have for you this month. Smart
Print Copy Reading! :-)
Subscription for one year Rs: 1,200/-
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verified by VM-RD
3 July 2019
Contents
COVER STORY: DIGITAL DISPLAY
& COMMUNICATION
6 Look what’s playing in store!
10 How digital display & communication works
for these brands
COVER STORY: DIGITAL DISPLAY &
COMMUNICATION – INTERVIEW
18 ‘Investing in good quality content is the key’
COVER STORY: DIGITAL DISPLAY &
COMMUNICATION – CASE STUDY
20 How H&M enhances customer
engagement with digital signage
INDIAN DESIGN
22 PN Rao
26 Morris Garages
32 Cotton Cottage
36 Tasta
RETAIL TALK
40 Mohit Dhanjal, Director Retail, Raymond
46 Pankaj Vermani, Founder & CEO, Clovia
48 Akhil Srivastava, Managing Director
Parfait India
RETAIL YATRA
50 Where old world charm meets new age zeal
51 Agarwal Stores
52 Anand Jewels
53 Apna Sweets
54 D.P. Jewellers
55 Lotus
56 Mehidpurwala Furnishers
57 Punjabi Saraf
58 G Sachanand
COLUMN
60 Keith Ware, Director of Brand Environments,
Dalziel & Pow
62 RETAIL SOLUTION PROVIDERS
Corrigendum 4
In the June 2019 issue of VM&RD, the name of Mr Rishabh Oswal,
Executive Director, Monte Carlo, was wrongly mentioned as
Rishabh Agarwal. The inadvertent error is deeply regretted.
July 2019
Cover Story: Digital Display & Communication
Look what’s playing in store!
An up-close view of digital display & communication at retail
In an age when engagement, experience and story-telling are becoming the criteria for a brand’s success , dynamic
displays or digital in-store communication, also referred to as digital signage, may just be what a retail brand needs
to raise its experiential quotient. But it takes many factors to make it successful. This issue of VM&RD presents a
close look at the dynamics of digital signage and other technology led in-store brand communication, through the
perspectives of industry players/experts and brands over the next few pages. Read on…
Ever wondered how some brands study by Intel reportedly showed that Pic Courtesy: Aiddition Technologies
attain cult status? Like say an Apple digital displays capture 400% more views
for example? How does it come to than static displays. A survey by FedEx But still…why digital signage?
be seen as a symbol of a certain lifestyle, called ‘What’s your sign?’ also found that 8
an icon of success? Of course the product out of 10 consumers entered a store they Good question. Especially since having
itself has a lot to do with it. But it’s also had never visited before based primarily on a digital signage system in place means
the narrative that’s built around it. Today the signage and that 7 out of 10 consumers investing in the required infrastructure and
with social media reiterating this brand actually bought something because a elements – the hardware (the screen and
narrative, the brick and mortar store digital signage promoting it caught their other devices), the software and the content.
space is where the same brand narrative attention. While these numbers may be a The exact investment varies depending
can actually be experienced and the cult bit far removed from the Indian context, on the scale of deployment by the brand
position established. Besides a great store they do hold some significance and point to and number of locations where it is being
design, ambience and service, what really the direction in which store experience may installed. But here are some reasons why the
adds edge to the brand experience in store be headed in future. As industry experts investment can play out in the long run:
is the digital signage that includes motion point out, digital signage is one way of
graphics, moving images and video walls. positioning the brand in the higher echelons Anything that moves engages: This is a
of consumer aspiration, of engaging with no brainer. We don’t need research studies
A Nielsen research study quoted in a white them. It is a way of beating competition to tell us that motion displays attract the
paper says that 4 in 5 brands experienced by offering a value added in-store brand eye much more than static displays. The
a significant increase of up to 33% in sales experience, one that the shopper takes study findings quoted above only reiterate
from their digital signage. Also, a 3 month back for brand recall later. this. For a brand moving digital displays
can not only engage the shoppers and thus
July 2019 6 enhance their in store experience but, with
demographics and also make it interactive.
So there are many ways of arriving at the
ROI, if somebody is really serious about this
media. Bu you have to be a little innovative
and use the right technology.”
Kumaraswamy K, CMO & CO-Founder,
Aiddition Technologies, a Bangalore based
OEM company in the digital signage space,
agrees and explains the ROI angle further by
citing an example, “If, say a cosmetics shop
wants to promote its weekend offers, there
is a cost involved for printing the posters
and other collaterals, especially for multiple
locations. But in digital signage, it is much
more easily managed and it is one time cost
only. Also, the promos can be changed easily
from anywhere. So the long-term cost is less.
Plus it is engaging and eco-friendly too.”
Pic Courtesy: Aiddition Technologies Scalable and flexible: The other
big advantage of digital signage, as
Kumaraswamy and others point out, is its
flexibility and scalability. Says Bhattacharjee
of Pickcel in this context, “Right now we
offer a plain vanilla solution, but scalability
is possible, with features like customer
interactivity using the mobile phone. With
QR code, the display can be mirrored on the
user’s mobile screens and he or she can click
on it to know more.”
added technology, can also interact with a leading Bangalore based company that That precious thing called data: The
them and offer customised information, provides digital signage software solutions, thing with digital signage is that it serves
thus taking the brand experience to a “Today it is not an expensive proposition many purposes. While on one hand
whole new level. at all; prices of displays are coming down. it communicates, informs or engages,
The ROI might actually work: In business, The prices of associated hardwares, the simultaneously supported by the right
for any question starting with a ‘why’, there digital signage devices, which used to be technology, on the other hand, it can also
is only one correct answer and that’s an expensive, are also coming down. Also gather data and use it for personalised
assurance of returns on the investments. bandwidth is no longer a challenge today. communication. As Kumarasway points out,
In the case of digital signage, although the “Data analytics tool is evolving and getting
initial cost of setting it up may be high, it Kumaraswamy K, CMO & CO-Founder more intelligent. While in online retail, data
is one time and the benefits are long time. Aiddition Technologies is automatically available, in physical retail
Besides the price of the technology is it is more complicated to get data.” And
coming down. Says Rajesh Bhattacharjee, The software is of course very inexpensive, this is where an effective digital displays
Co-Founder, Pickcel Digital Signage India, and besides open source is also available. comes in handy, making it both interactive
In our own case, we charge only Rs 720 per and analytical. For instance, supported by
Rajesh Bhattacharjee, Co-Founder month per display and the potential for sensors or cameras, it is possible to capture
Pickcel Digital Signage India ad revenues is huge. Further, to get more the profile/data on customers responding
returns from it, there are technologies to the display or communication. As a recent
available by which you can study the webinar on the topic, ‘The evolving intellect
of digital signage’ conducted by Retail
7 Wire highlighted, digital signage when
use intelligently for data analytics can give
actionable insights, which in effect, means
you can “engage, extend (offering value
added information) and excite (customised
communications and promos).”
Market and industry challenges
But companies in the digital space feel
there is still a long way to go before digital
July 2019
signage becomes a sustainable business in
the retail market. Most brands are still using
it in a passive way, using screens like video walls or smart walls to display their products or run advertisements and promos. The interactivity
and data analytics possibilities which can lead to better ROI are still not being explored. As Bhattacharjee says, “The market is maturing but
we are still in the first stage of merely showing information, it is mainly just images and rolling text. We are only enablers. But it has to be
used innovatively in the front end in terms of content. In other countries technologies that can deliver ROI from the digital signage are being
used. But in India, though the market is growing, there is still a long way to go. Because of the additional cost, people don’t use additional
technologies to get the best from their digital displays. The innovation has to come in terms of engagement and ROI.”
Adds Chetan Patil, CEO & Co–Founder, Aiddition Technologies, “People are not educated or aware about the usage of digital displays. For
most, a touch screen means a monitor with overlays. So the lack of awareness is the main challenge.”
So while it is clear that the onus is on brand marketers to make the best use of digital displays, lack of awareness on how to leverage it is a
big road block. N. Jayalakshmi
How to get the best from your digital
displays?
So how can brand marketers and retailers get the best out of their investments in a digital signage system?
Based on our research and conversations with industry experts, here’s a quick check list:
Define the objective: Be clear on why you need a digital display and what you want it to show. Also decide on the scale and location to install
the digital signage (single store or multiple stores/single city or multiple cities, etc.) Deciding on these things earlier on will save you a lot of
trouble later on.
Find the right vendor or technology partner: If you have in-house system integrators or AV integrators, they should be able to find the right
partners. If not look for someone who understand your needs and comes with credibility and good references.
Plan the budget: Planning the budget earlier on helps in using the digital signage system in the most efficient way. This again means finalising
the purpose and requirement early on.
Use it to engage and interact: Your dynamic digital displays can truly deliver when it can go beyond mere product displays and promotion
and focus on customer interactivity and engagement with the use of right technology.
Content is crucial – A medium without the right message is of no use: An article in Digital Signage Today uses a very apt analogy to convey
the significance of content in digital communications. It says, “Digital signage is a little like the cone that holds the ice cream. You wouldn’t buy
just a plain, empty cone—and conversely, you couldn’t buy a scoop of ice cream without something to hold it. Such is the relationship between
digital signage and content.” The point is that for this potentially powerful medium to work would require rich content that is dynamic, fresh
and engaging.
Make it count with data: For all of the above to make a meaningful difference, it’s important to have a data analytics embedded in the system.
This can work in many ways – 1. Personalised engagement based on customer profiles 2. Gathering insights from feedback and response 3.
Extending the experience to the mobile platform to continue the engagement.
So there, who’s making the first move towards getting more bucks from your digital display and communication investments?
Do check out what a few brands have shared regarding their digital display experience in the next pages.
July 2019 8
Cover Story: Digital Display & Communication
How digital display & communication
works for these brands
From better customer engagement to generating more revenues, digital display and communication is opening up
a myriad of new options for brands. Research has shown that digital signage has a measurable impact on customer’s
retention and loyalty of approximately 30%. VM&RD spoke with a few brands to find out how they are leveraging
digital signage and in-store technologies for better customer engagement and drive more sales in the process.
With the rapid advancement in Back home though, digital signage and
technology, fashion and lifestyle in-store technologies are still at a nascent
brands across the world are finding stage with brands using video walls, smart
that customer experience has become as much walls or tablets mainly to display their
a brand defining factor as the products and stock or show advertisements and offer
the prices. This in turn has led them to invest in related communication to their existing and
smarter in-store technologies, including digital prospective customers in a more appealing
display and signage. format.
Digital signage is not just limited to Ethnic wear brand Soch is one of the pioneers Kanika Srivastava
advertising, marketing or static display. It in implementing video displays on a large Visual Merchandiser, Titan
can do much more than what a static or scale in apparel retail (read the interview in
traditional signage can. Nike’s Berlin flagship the following pages). The stores have video Talking further about the smart walls, Kanika
store is a great example of a brand using walls and tablets which display the current Srivastava, Visual Merchandiser, Titan shares,
digital strategies for success. The brand has stock status in the store. The brand also uses “We have been doing static visuals for a
reportedly installed a multi-touch and multi- these displays to live-promote their offers in long time, but this time we were looking
user display which enables user friendly stores which helps in conversion at the point for something different that turns the head
interactions. Instead of using the digital of sale. of customers towards the World of Titan
walls as a messaging portals, the brand has store. Once the smart visual was installed, it
transformed the signages into an interactive Titan has recently installed smart walls at their increased the footfalls, thereby improving
experience by incorporating user-generated renovated stores in Mumbai’s R City Mall and
content like selfies and fan favourites for Viviana Mall to enhance brand experience
customers to push to their personal devices by highlighting premium collections, thus
with a customised hashtag. meeting the requirements of every customer.
July 2019 10
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our sales as well. So grabbing the attention
of the customer and talking about the new
products in an innovative way was the basic
idea behind installing the smart visuals at
the stores.”
Brands like Levi’s, Being Human, GAP,
Unlimited, Flying Machine, Arrow, Monte
Carlo too are using digital signages and
LED screens in stores to run brand story and
campaign related videos to create brand
recall and grab more eyeballs.
Rishabh Oswal, Executive Director Karan Berry, Creative & Agrees Gajpal Singh Rathore, Head - VM
Monte Carlo Marketing Head, Being Human & Projects – Arrow, Arvind Fashions Ltd
“Going forward more of interactive content
“The main objective of using LED screens Content is king is what Arvind will be focusing on. That will
is to show our advertisements and offer be a very difficult exercise because it targets
related communication to existing and Though digital signage is one of the most a different market. Moreover, interactivity
prospective customers in a more appealing versatile and effective weapons for any will also require evolution of the customers.
format,” says Rishabh Oswal, Executive brand, the truth is that the success of any It remains to be seen how many customers
Director, Monte Carlo. digital signage ultimately comes down to are comfortable using technology without
the quality of content that is plays, and how any hesitation.”
Sales boost interactive it is for the customers. Right now
brands are using it mainly for narrating their Also, as most brand agree, it is important for
Effective dynamic digital displays can not stories and running campaign related videos. the content to be fresh and relevant to the
only tempt the customer to a store but customer in order for it to be influential and
also ultimately help the brand in increasing As Shishir Gupta, Head – Digital In-store drive ROI.
sales and maximizing profits in the long Experience, Arvind Fashions Limited puts it,
run. According to a Nielson report, 80% of “The content played on the digital screens
brands experienced up to 33% in additional is only promotional, there is no interaction
sales through the use of digital signage. happening right now. Digital signage and
smart walls are still at a nascent stage and
Speaking about the ROI from dynamic we realize that more than the hardware,
digital communications, Karan Berry, it is the content that is important. We are
Creative & Marketing Head, Being Human working hard for creating engaging content
says, “Digital signage does lead to sales. for digital signages and smart walls. It’s
When customers see a product that is no use having brand content or brand
displayed on the screen, they ask for it and story that doesn’t fulfil the purpose. So we
they emphasize more on it. So the sale of are building content to make the digital
the pieces shown on the digital screens is signages more interactive and right now we
much higher. The data comes to our retail are at the evaluation and building stage.”
planning team and they get an average
of how much sales have been generated 12
because of these kinds of engagements.”
Rishabh Oswal of Monte Carlo adds, “It
actually adds to the aesthetics of the store.
Apart from visual delight it also attracts
customers. Though ROI is not directly
measurable, but yes it does contribute.”
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Extending to create experiential value 14
The fact is that for many brands, digital
signage and communication is part of
the larger thrust on technology to create
a phygital experience. Brand Raymond
for example, has integrated a digital
omnichannel capability, through which
customers can access a curated range
of products from the online web store
‘Raymond Next’.“All the stores are connected
through an interactive kiosk located in the
store. In case a customer wants a product
that is not available at the store, he can
access our web store and select the product
from this curated range. He may then
choose to get the product delivered either
at the store or at his desired address,” says
Mohit Dhanjal, Director – Retail, Raymond.
Apart from this, the brand has undertaken
various digital initiatives to improve
customer and store experience. An
example is the ‘ StyleMe’ augmented reality
experience, which is a tech-enabled tool that
helps customers visualize how the fabric will
look on them in different style and options.
They just need to drape the fabric onto their
reflection using augmented reality.
Arvind Fashions Limited has also brought in
the endless aisle concept at GAP, Unlimited
and Flying Machine stores. It is basically
a tab service that can show around 3000
to 4000 styles which the customers can
customize as per their requirements.
“Through the tab we can show you our
best seller, what is trending and what is in
the season. Beside the customer can apply
any filter they want. It is like complete
digital browsing of a physical store. And
if the product is not available at the store,
then we will place an order on behalf of the
customers that is delivered to the customer
within few days. One of our store has done
around 6% to 7% of its total sales through
tabs,” says Shishir Gupta.
July 2019
Gupta further added, “We are also doing
an in-store personalization project where
we will be able to recognize the customer
and will send customized SMS when he/
she enters the store. This is still under pilot
stage. We have done it on GAP, US Polo and
Unlimited stores.”
Being Human has also integrated a touch
screen system called ‘Shop Sense’ wherein
customers can see all the clothes in stock at
the store. They can do the product selection
which will then get delivered to them
directly.
Cost of implementation
Over the last 4 years, brands like Soch by technology. Internationally digital
have invested close to Rs 7.5 crore in the signage is already being used for a lot of
technology implementation. As Vinay customer engagement and interactivity
Chatlani, Co-founder and CEO of Soch with data analytics embedded in it for
explains, “The investment was made with shopper insights. Many Indian brands too
a view of both tangible benefits and brand are now trying to move from generic and
imagery and salience - hence, the payoff mass-market approach to a more data
period for ROI was 18 months.” driven, real-time personalized promotion
and awareness strategies. As technology
According to Karan Berry of Being Human, evolves and shopper tastes and lifestyles
“On an average, these would cost us too evolve, brands will have no choice but to
anything between Rs 40,000 and Rs 50,000 evolve too in the way they craft and curate
or the equipment. Creating content and their tech enabled in-store experience and
the video has a separate cost, which keeps communication. l
varying.”
Smita Sinha
“Cost of the digital screen is directly With inputs from Payal Gulati
proportionate to the size. It ranges from Rs
25,000 to Rs 10 lakh,” says Rishabh Oswal. 16
But on the whole, with technology
costs coming down, it is only a matter
of time before brands start seeing the
business benefits of digital displays and
communication. After all, going further,
physical retail will only get a lot more
experience driven and interactive, aided
July 2019
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Cover Story: Digital Display & Communication – Interview
‘Investing in good quality content is
the key’
Ethnic brand Soch is a pioneer when it comes to implementing digital display solutions in the stores. These include
video walls, tablets and other devices that not only run brand promotional content, but also enable better shopper
experience. Vinay Chatlani, Co-founder & CEO, Soch, shares with VM&RD, the brand’s journey with digital displays
and communication.
Vinay Chatlani, Co-founder & CEO glimpse of what’s available in store. In high Who is your partner who provides the
Soch traffic areas like airports, we run imagery hardware and software?
content for the brand.
Can you take us through your journey of We source the hardware ourselves with
implementing digital communication in This is a holistic solution, which we have the support of RUSH our sister concern and
your stores, using LED screens or videos? implemented across our chain. Different have partnered with SCALA to customize
components of the solution are deployed software for our content management
We were pioneers in implementing display in all stores, depending on the size and system to feed content linked only to
technology solution in our stores that scale of the store. products currently available in store.
comprises video walls and tablets. They
mainly display the content of stock currently What was the cost involved in setting What benefits do you see from your
in the stores. They also promote live offers these up? investments in DS? Better scope for
in the stores and help in conversion at the measuring ROI? Can you elaborate?
point of sale (POS) by helping consumers We invested close to Rs 7.5 crore over
appreciate product details like flow, look, the last 4 years in the technology DS technology as implemented by us
ensemble, etc, better. The display is linked implementation. The investment was fulfills several purposes. Consumers are
by a central content management system made with a view on both the tangible able to browse the latest in-store and
to the current store inventory that runs the benefits and the brand imagery and select garments - we have seen improved
content across the chain in real-time. For salience - hence, the payoff period for ROI sales of the products that are displayed on
example, high street stores run large video was 18 months. our video content, with many instances of
walls on the external façade where it is most
impactful in drawing footfalls, while mall 18
stores run portals to give mall consumers a
July 2019
consumers specifically requesting for the Any specific challenge you face in We are looking at further leveraging the
product. It also serves as a brand building executing the whole digital signage potential of this technology - after all,
tool showcasing the variety and depth of plan? Whether in terms of finding the fashion is all about selling of an imagery
our range. The freshness and relevance solution provider or hardware or in the and what better way to do it than with
of content to the consumer determine content management or any other? great video content at scale. We also feel
how effective it is in influencing purchase that the technology will evolve to get more
decisions and in ultimately driving ROI for We did have a period of trial and error on personalized, linking browsing to sale.
the solution. the digital signage execution. We had a There are technologies at different stages
clear idea of the end result we wanted to of commercialization, where consumers
Going further are you planning to scale achieve, however, it was about finding the can pick a product in store and see the
up with more investments in digital right partners that would help us get there. content linked to it. A transaction can be
communications? closed directly from a content piece and
Today internationally digital signage content displayed is linked to the choices/
The key to great video technology, after is being used for a lot of customer preferences of the consumer. We see retail
getting all the basics right, is to consistently engagement and interactivity with data getting a lot more experience driven and
invest in good quality content. Given the analytics embedded in it for shopper interactive, aided by technology. l
scale and pace of technology change, insights. Are you looking at these going
our digital communication strategy is ahead in future? What are the possible Payal Gulati
something we are always reviewing to see new ways in which you are planning to
if it matches our needs, and yes, invest more explore digital signage?
if need be. We have already introduced the
concept of “endless aisle” and are in the Soch is one of the pioneers in implementing
process of digitalizing our catalogs. video displays at scale in apparel retail.
19 J u l y 2 0 1 9
Cover Story: Digital Display & Communication – Case Study
How H&M enhances customer
engagement with digital signage
Digital signage isn’t just for pushing
sales, it’s also useful for crafting better
customer engagement. By doing this,
retailers can improve sales and create more
loyal customers.
The most innovative end users understand
this principle of customer engagement
well, such as H&M, a clothing retailer
headquartered in Stockholm, Sweden.
The retailer has performed a number
of innovative deployments, such as an
interactive voice mirror in Times Square,
New York, deployed through a collaboration
with digital signage provider Visual Art,
digital experiences provider Ombori and
Microsoft. Customers were able to use the
mirror to take a selfie and download their
own virtual H&M fashion magazine cover by
scanning a QR code.
Digital Signage Today spoke with Alex
Bilbao, business development U.S. at H&M
to learn how it used digital signage to
enhance customer engagement.
As a retailer, what have you found to be
the most challenging when it comes to
customer engagement?
Technology and innovation must come for our customers. Once you break the Customers of all ages and from very diverse
with a heart and a soul in order to connect technical dependencies and integration countries interact with our mirror every day
with our customers. It is challenging to get barriers the digital world opens endless and each of them bring a unique experience
customers engaged in a world with too many possibilities to create truly innovative with our brand and fashion to their homes,
options and messages, we are all saturated. omnichannel experiences and these clearly this is something really beautiful to see. l
It’s not just getting their attention, it’s engage with today’s customers, especially
above all connecting with them, speaking when these are interactive and convenient. Bradley Cooper is a Technology Editor
their language, understanding their needs, for DigitalSignageToday.com and
knowing their preferences and providing How has digital signage improved your BlockchainTechNews.com. His background is
them seamless experiences and solutions in customer engagement? in information technology, advertising, and
order to be relevant to each of them. That is writing.
why we try not to compare ourselves with The one and only voice interactive mirror
others but to differentiate ourselves by in our flagship store in Times Square in Source: Digital Signage Today
being unique, authentic and faithful to our NYC is a good example. Numbers speak
brand and values. for themselves: the customer engagement
has been very positive since the date we
Why did you decide to use digital launched. We have seen an average of 150
signage? interactions per day and 85 percent of QR
downloads.
We are constantly testing new things to
surprise and engage our customers with 20
one goal: elevate their experience with our
brand and fashion. Technology is one of the
areas where we are putting so much effort
since we want to be creative and innovative
July 2019
Project: SKAB Mysur
E [email protected] Renam Spaces offers end to end design services for retail
W www.renamspaces.com experiences. Our team of professionals from architecture,
P +91 22-43210800 design and art streams leverage the extensive experience
of Renam in the retail domain, to bring forward designs
that can be implemented quickly and scaled easily while
keeping in mind client budgets.
Renam is redefining retail design by bringing together the
creative, the engineering and the knowledge of the
dynamic market and forging them into wonderful customer
experiences.
An initiative of
Indian Design
22
PN RAO’S HYDERABAD STORE: A ROYAL
BLEND OF TRADITION & LUXURY
HYDERABAD
Spread across 3,500 sqft area, the objective of the store design was to make the space welcoming for all class of
people and to add the charming royal flavours of Hyderabad to the store.
Leading men’s apparel retailer PN Rao Designed by Bangalore-based Viridis Naveen Pishe, Partner, PN Rao
began its journey in 1923 in a small Architecture, the store has been built at a
store on MG Road, Bangalore, with the cost of about Rs 4,500 per sq ft. The new We wanted a store that would invite
late Pishe Narayan Rao, designing garments store is segregated into four parts – the first everybody and where once the customer
for officers and ladies of the erstwhile British is the suits section, followed by the ethnic walked in, he would feel privileged. With
Empire in the cantonment area. Today the section, the third is the shirts and trousers this new store we are positioning PN Rao
brand has made an indelible mark in the section, and the fourth is the fabric section. as an affordable luxury brand. Plus, we
market with seven stores spread across have added the Hyderabadi royal flavours
Bangalore and Chennai, having built a The entire store has a wooden look, giving a into the design. We wanted to get the
reputation for suiting up the cities’ elite. traditional and warm feel to the store. It also regionality into the store perspective and
align the space in that direction.
The brand has recently opened its doors 23
in the City of Nawabs - Hyderabad. Spread has dual flooring of vitrified tile and wood
across 3,500 sqft area, the store brings laminate, which is extended to all the four
the traditional Hyderabadi culture under section of the store, thus achieving a good
the spotlight. Located at the upmarket blend of the traditional and modern look.
Banjara Hills, the store followed the design
objective of making the space welcoming Sunil Kumar, Director, Viridis Architecture,
for all classes of people while highlighting said, “The main concept was also to identify
the charming royal flavours of the city. the four sections correctly and segregate
them, while at the same time letting the
Naveen Pishe, Partner, PN Rao, said, “We are space have an open feel, so that customers
a building relationship company and that’s
how we are positioning the new store. So, July 2019
our focus is on understanding the customer
requirement and catering to their needs.”
Sunil Kumar, Director, Viridis
Architecture
could experience the products. All the Speaking about the challenges encountered The brand wanted to convey that they are a
four sections have matching ceiling, dual in the store design, Naveen Pishe, said, “We traditional bespoke suit making company.
floorings and a chandelier each.” faced a challenge in creating the VIP lounge The idea was to retain the traditional look,
as we did not want to make it too opulent. while giving it a modern look at the same
Large chandeliers, leather chairs and fabric But at the same time, we wanted to create time. We tried to achieve a balance between
upholstered chairs give the space the a plush feeling in the space. Sunil achieved the two to cater to different generations.
grandiose and opulent feel that PN Rao is a nice combination by placing handwork We also wanted to make the space friendly
synonymous with. The combination of blue mirrors, antique console and blue coloured and inviting for all the customers
and beige colours of the company logo is sofas. The wallpaper and a small chandelier
extended to all the furniture. The furniture on add to the effect. We have created a fairly Civil & Interior Contractor
and its colour are of course changed to suit luxurious VIP lounge room but minus the Sneha Interiors, Bangalore
the region. over-the- top opulence. We did not want
to intimidate the middle-class customer Lighting
The store décor is further enhanced by customers, but at the same time, we wanted Satco Lighting, Bangalore
sleek metal fixture, well planned lighting the billionaire to feel comfortable and at
and strong visual merchandising. There home. That’s the balance we tried to achieve.” Furniture
is also a history wall in the suit section Chesters, Bangalore
which narrates the journey of PN Rao While revealing the future plans, Pishe
from 1920s onwards. The suit section also further summed up, “We will continue to HVAC
has a mannequin hotspot which displays expand at a steady pace, but we are not in Intellimech Systems, Bangalore
the latest range. The store also has a 200 any kind of hurry right now. We have set
sqft lounge area for VIP customers with our eyes on Pune, Kolkata, Coimbatore and Visual Merchandiser
an attached fitting room and classic-cum Cochin. Currently we are present in three Yes Solutions
-modern seating arrangements, antique cities where we are considered a regional
looking console, large mirrors, chandelier brand. Over a period of time we want to Signage
and silver wall paper. The fitting room also expand to other markets.” l Coltak, Bangalore
has a motorised curtain.
Smita Sinha SS Fixtures
July 2019 Pal Engineering
24
Photos
Santosh Photography
Indian Design
26
RETRO BRITISH CHARM MEETS
CUTTING-EDGE FUTURE
GURUGRAM
In a marked departure from the reigning norms in Indian automotive retailing, MG (Morris Garages) Motor India
recently launched their first and one-of-a-kind flagship experience store at Gurugram. The store design executed
by Sapras Architects & Engineers, is based on what MG calls ‘Emotional Dynamism’, which is in line with evolving
customer needs. Here is a look at the design journey.
MG Motor India inaugurated its first a marquee carmaker, as well as our strong Gaurav Gupta, Chief Commercial
showroom, or as the company association with the country of MG’s birth, Officer, MG Motor India
likes to call it, their first Flagship the UK.”
Experience store in Gurugram, Haryana. Consumers are at the heart of everything
Located at Milestone Experion Centre, “We were also clear from the very onset that we have done in the Gurugram
in Sector 15 Gurugram, the new flagship that we wanted our Gurugram showroom showroom. We wanted the end-user
showroom from Morris Garages (MG) Motor to deliver cutting-edge immersion and experience to reflect the innovation that we
India, is the first of the 120 centres that will engagement to today’s young and are introducing in the Indian automotive
be activated across India. tech-savvy audiences. The aim was to industry. At the same time, we wanted to
highlight our rich legacy as a marquee
Customer is the king 27 carmaker, as well as our strong association
with the country of MG’s birth, the UK
Explaining how the showroom experience
design was arrived at, Gaurav Gupta, deliver one-of-its-kind, industry-defining
Chief Commercial Officer, MG Motor experiences to all visitors,” he adds.
India, says, “Consumers are at the heart
of everything that we have done in the In-store experience
Gurugram showroom. We wanted the end-
user experience to reflect the innovation The MG Motor India showroom is thus a
that we are introducing in the Indian sharp departure from the current norms
automotive industry. At the same time, in the Indian automotive retailing with the
we wanted to highlight our rich legacy as focus being on offering a unique, new-age
July 2019
Romesh Sapra, Director, Sapras
Architects & Engineers
It was a simple yet challenging design brief
with the focus on taking the customer
experience to a whole new level where
the customer feels he is in a happening
place with café, music, various seating
zones along with the required product (car
display)
state-of-the-art features integrated into
MG’s range of internet vehicles.
Live Vehicle Configurator
approach that is aligned with evolving MG’s legacy as a premium carmaker in the Prospective customers can approach the
customer needs and preferences. The idea era gone by. configurator wall to define their own MG
was to make the discovery and purchase experience. They can have their choice
of MG an immersive experience, similar to LED Video Wall of model, transmission type, and fuel
driving the car. Here is a look at some of the variant, before proceeding to customize
showroom highlights: Offering a sharp contrast to the tribute to the look, feel and accessories that their
the past, is the sleek and futuristic interior MGs will come equipped with. At 55 inches
British Heritage design, underling MG’s proposition as a per screen, the configurator wall has the
new-age carmaker. A large video wall of 36 largest live configurator screen and is set
Visitors to the store are greeted by well- connected TVs plays artfully-created videos up in a 6-by-6 format (36 screens) ensuring
known British cultural icons such as the with immersive content to further engage an immersive experience. By adding such
Big Ben, the Union Jack, telephone booths visitors about the brand’s history and future modern elements to amplify its brand
and street lamps – incorporated as design vision. This coming together of the past legacy, MG has essentially taken the in-
elements – as soon as they enter. The MG and the present accurately represents the store customer experience to the next
History Wall’s Magna strip and brickwork amalgamation of MG’s rich British heritage level.
texture further accentuate the brand’s with its future-ready outlook.
strong connection with its home country – Design philosophy
the UK. A host of curated MG memorabilia Engineering Corner
is also strategically placed around the “The design approach that we have
entrance, informing visitors of the brand’s The store also has a section with followed for our experience centre
past glories. The MG Café, on the other various vehicle components – such as in Gurugram – and one which will be
hand, reminds one on the significance of the ‘Engineering Corner’ featuring the implemented in every MG showroom
greatest conversations over coffee. A 1965 revolutionary 48V Hybrid engine – on in India – is based on MG’s philosophy
MG Midget on display harkens back to display, along with engravings of other of ‘Emotional Dynamism’,” he says.
Explaining it further he says, “Combining
July 2019 28 contemporary brand elements, futuristic
design, and slick colour palettes with
strategic callbacks to MG’s rich legacy, it
aims to captivate and engage all the 5
senses of our prospective customers.”
Romesh Sapra, Director, Sapras Architects
& Engineers, adds talking about how the
design concept was executed, “We created
an interesting journey defining various
zones - from future car zones, vintage car
zones, car displays and customer interactive
zones to cafés and technology area. With the
main focus being the customer experience Omni-channel strategy Fast facts
with respect to the car display, the zone was Location: Milestone Experian Centre,
designed in a manner that it is a continuous As part of its omnichannel strategy, MG Sector-15, Gurugram
life journey cycle. The car display area is Motor India has also built a robust pan-India Investment: Rs 150 crore
more of a LOOP with 6,000 mm height with channel ecosystem to ensure seamless
1,500 sft mirror ceiling giving a depth of market penetration for all its India-centric Payal Gulati
12,000 mm height. One side of this LOOP offerings. “All of our showrooms will follow
is 36 LED screens – the biggest video wall the same design philosophy and ‘phygital’ Architect
display for any car showroom ever. The approach as our Gurugram flagship Sapras Architects
other end has a slanted road touching the showroom,” Gupta shares.
mirror with HECTOR displayed at an angle Contractor / PMC
with a British flag on the roof. Entire car “We have also invested heavily in creating SKV / IPC
display is completely visible in a reflected an end-to-end digital infrastructure aimed
image and for once the car tops are visible at targeting new-age audiences across the Fixture
to the customer to get a fair idea of how it country. To achieve this, we have partnered VVT
looks from that angle.” with Adobe for its entire suite of Adobe
Experience Cloud solutions. MG Motor India Lighting
He further explains, “The exclusive MG is the first automaker in India to enable such FOCUS
façade aluminum grill, which is an essential a holistic infrastructure to manage the end-
element for all MG showrooms, has been to-end digital interface with its customers,” Mannequin
superbly incorporated in the inside here he adds. None
as well. The grill angles and design were
conceptualized keeping the reflective The partnership with Adobe enables the Signage
image of mountains in mind, and hence company to deliver a seamless customer VVT
upside down.” journey across all touchpoints including
the revamped MG brand website, dealer Graphics
Speaking about the challenges involved in websites, and digital screens. “This allows VVT
the project he elaborates, “The challenges us to enhance our end-user outreach and
were many, beginning with designing a new ensure that the entire consumer journey – Flooring
corporate interiors design concept for MG, from digital discovery to the in-showroom Granula flooring / HR Johnsons / Kajaria
which is the first for MG worldwide. Putting experience – is smooth, seamless, and
a new design into execution within the delightful,” he further adds. VM & Props
given timelines and within the budget was VVT
another usual challenge which was taken Going forward
care of. We faced major restrictions in terms
of design and material to be used from the MG Motor India currently has 120 centres
landlord as well as the local authorities. across the country. “We are planning to
But the final outcome was better than expand our pan-India footprint to 250
expected.” centres by September 2019. We will address
over 80% of the premium SUV markets in
July 2019 the country with this expansion,” he shares.
30
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Indian Design
COTTON COTTAGE’S NARRATIVE ODE
TO OUR TEXTILE HERITAGE
MUMBAI
Designed by Mumbai based design firm Matrika Design Collaborative, the space reflects the brand’s shift from a
standalone retail store to a mall environment and the store aesthetics themselves celebrate India’s rich textile legacy.
The 14 year old handcrafted clothing
brand Cotton Cottage, which has but not a very high-end look. It should be The visual plane is punctuated by the use
more than 21 outlets across the warm enough to invite everybody, but of handmade ropes which are slung from
should also give a premium feel.” the ceiling to hold the clothing below. An
country, has recently opened its 22nd store installation of cotton strings and discarded
in Grand Central Mall, Navi Mumbai. Spread Designed by Mumbai based design firm hand printing unit represent the story
across 535 square feet, the new store turned Matrika Design Collaborative, the key element of handcrafted techniques and the warp
out to be a harbinger of innovation in on the store front are the three arches which and weft of textiles. Further, the graphic
design and visual merchandising.
geometrically divided the frontage into equal representation of block printing and
viewing windows. These arches are inspired weaving narrates the parallel story of the
Talking about the new store, Vishwas by the temples and forts of Rajasthan and origins of clothing itself.
Khajanchi, Director, Cotton Cottage India, were adapted to create a contemporary Also, given the rich colour schemes of
says, “Cotton Cottage was always a high minimalist feel. The arch has also been used Indian clothing, the design firm chose a
sleek brand and this is the time we wanted as an element to define the merchandise dark woody laminate of a unique earthy
to enter a mall. In the mall space you need to display and create contemporary forms for green and deep gray ceiling. Accents of
have a slightly different approach, wherein wall mounted mirrors and standalone vertical
you want to give it a sort of luxurious look, display stands. matte gold were achieved in trims across
32
Abhishek Ray, Principle Architect, identity for the brand. Secondly we broke
Matrika Design Collaborative down the idea of handcrafted garments to
its lowest common factor- the artisans. With
The design approach for Cotton Cottage Cotton Cottage engaging block printers
was steeped in research and learnings and weavers from across India, one needed
from projects of relevance. We used our to tell their stories through a parallel
experience in working closely with artist narrative inside the retail experience. The
communities to bring a unique design final and most challenging approach was
solution to the fore. The transformation to devise elements in design which would
came across multiple fronts. convey a brand dealing with traditional
Indian clothing within a contemporary
retail environment. This entailed devising
a unique Indian contemporary format
which would define its in-store experience
for the years to come,” explained Abhishek
Ray, Principle Architect, Matrika Design
Collaborative. l
Smita Sinha
the woodwork and in the surface color of Architect
metal fabricated display shelves. Matrika Design Collaborative (Abhishek
Ray, Brandon Dsouza)
In terms of lighting, a curated lighting
methodology was followed, which Contractors
illuminated the merchandise, spilled over Siddhiraj Enterprises
the graphics and also created accents over
the installations. Lighting
Gardler Lighting
“First was the transition from a standalone
retail store to a plush mall with leading
brands. This shift led us to create a niche
33 July 2019
Indian Design
36
A MARRIAGE OF ROMANCE
& ROYALTY
The Tasta store at Pune designed by JCA Architects is an aesthetic expression of the grandeur of Indian weddings. In
the process the store positions itself as a one stop wedding shopping destination.
The main design objective behind
the Tatsa store in Pune was to make
the space a complete destination
for wedding shopping and to create a
welcoming and timeless buying experience
for families in the vibrantly cosmopolitan
city of Pune. Unlike other MBOs, the design
brief demanded a different thought process,
which was achieved by highlighting the
different functions associated with a typical
Indian wedding ceremony.
The design narrative reiterates the
importance of marriage with a creative
interplay of different elements and in the
process creating a royal imagery, which
drives home the fact that weddings are
memorable events.
The store is designed as a garment
boutique, while incorporating spaces for
37 J u l y 2 0 1 9
Deodutta Mulye, Director Vikesh Chheda, Director Tasta Store Credits
JCA Architects JCA Architects
Design Team
associated merchandise including jewellery, As designers, our most important role was JCA Architects
exquisitely crafted footwear, beauty and to divide the 3 storied space evenly based (Deodutta Mulye & Vikesh Chheda)
wellness products, besides services like on the different wedding function themes,
choreography, photography, etc. while maintaining the required hierarchy Photographer
and individuality.” l Jayant Mehta Photography
The overall focus is on harmony and balance
throughout the store, running across the Lighting Fixtures
different sections representing different Gardler Lighting India Pvt. Ltd.
wedding functions. Cool shades of pastel
greys and coffees blend very well with Signage
traditional browns and jaisalmers. Further, Sonali Neon
the use of rustic textured backdrops against
traditional motifs woven curtains gives the
store a distinct edge.
Says Deodatta Mulye from JCA Architects, Contractor
talking about the store design concept, Nivcon
“The Pune store was essentially envisaged
as a space with a heritage look with a nice Facade Design
mix of traditional and modern elements. Samrat Plast
July 2019 38
REPLAY -AMBIENCE GURGAON
...adding soul to your furniture Areas of
expertise
Wood
Metal
Paint
Acrylic
Fixture lighting
Retail Talk
Raymond and the complete retail
journey
Iconic retail brand Raymond introduced its mini store format, Mini TRS (The Raymond Shop), in 2017, specially
targeting tier-III and tier-IV towns. VM&RD had reached out to Mohit Dhanjal - Director-Retail, Raymond, last year to
get the company’s views on the brand’s new retail format. A year later we reach out to him again to get some fresh
perspectives on the brand’s retail journey and the factors that contributed to the success of the Mini TRS within a
short span of time.
Mohit Dhanjal, Director-Retail, The team took the challenge of opening new retail business models with the right
Raymond 300 stores in two years, while our past consumer proposition for the remaining
annual average was only 25 stores. 800 potential towns.
To begin with, can you tell us about The team worked round the clock and
the progress made through TRS’ (The turned that challenge into the positive Based on its 60 years of experience in retail
Raymond Shop) retail journey under opportunity through relentless passion and an in-depth study of over 100 outlets
your mentorship? and grit. in tier IV & V markets; Raymond piloted a
new business model in September 2016
My role is to imbibe the essence of When did the need for Mini TRS arise and internally referred to as Mini TRS (The
#CustomerFirst, in other words ‘keeping how did you tap into the opportunity? Raymond Shop) which was then perfected
customer at the heart of everything’ over 6 months and commercially launched
that we do at retail. We are building With urbanization, the emergence of over in March 2017. The first Mini TRS opened on
the Raymond store on 3 pillars: First is 1200 new urban towns, having population 25th March in Bihta (Bihar). Since then, over
customer connect and customer trust of over 50k, showed a lot of potential 303 Mini TRS’s have been rolled out in the
in the brand. Second is the consistent for The Raymond Shop (TRS). Having past 24 months making The Raymond Shop
desire to be the best in class in terms of its presence in over 400 of these towns, the leading brand in men’s fashion lifestyle
the products and services.. The third pillar Raymond felt a need to evolve and develop with roaring presence across 590+ towns
is the success of our channel partners,
which is mainly a franchise-led network. 40
July 2019
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with 990+stores. Mini TRS stores have been More than a transactional relationship, And, the 5th pillar is Bias for Action. If
performing 1.5x of their budged growth. the company strongly believes in an ethic something that is not right, quick action is
based relationship with its franchisees. It taken on it or it is reported to the right team
What is the USP of these stores? abides by its 5 cultural pillars. so that they may set it right. Opportunities
are grasped and gaps are addressed.
The new asset-light model requires an The 1st pillar is Transparency in dealing
investment less than 1/3rd of a regular TRS and interacting with people internally and In addition to the above, the franchisee
which provides necessary fuel to make the externally. The brand has a transparent policy should have a suitable retail space ranging
business highly profitable in these emerging framework with standard and unbiased from 600sq.ft. to 1200sq.ft., with minimum
markets. The agile design and modular terms of trade for each channel type. frontage of 15ft and investment of upto
interiors ensure that the stores are set up Rs 50 lakhs (interiors: ₹20-₹25 lakhs and
within 15 days instead of regular 45 days. The 2nd pillar is Collaboration which is inventory: ₹20-₹25 lakhs).
Taking into the account the challenge in epitomized through ‘I am with you in
availability of retail inventory in these towns, this’. The franchise model is built in such What is the kind of support that the
the store size has been optimized to 600- a manner that the brand also participates company provides to its franchisee
1,200sq.ft. vis-à-vis the average 2,500 sq.ft. in the setup investment. This ensures that taking up the Mini TRS concept?
both the franchisee and the franchiser
What’s the formula behind the success of have common interests in making the The key lies in the engagement and training
this format within a short span of time? business relationship work. programmes that we provide on various
subjects pertinent to modern retail like
The success formula has been 2-fold. First The 3rd pillar is Meritocracy wherein it product training, customer relationship
is the new agile and asset-light business rewards and recognizes the franchisees on management, staff development, visual
model which paved the way for the brand the basis of performance across 5 levels merchandising and operations, apart from
to enter these emerging towns of India, such as total value contribution, driving evolving product portfolio that ensures
which hitherto were inaccessible. the growth agenda, customer satisfaction the product offering is in line with the
levels at the store, engagement through changing consumer preferences and
Secondly, the new business model its Raymond reward program (CRM) and requirements.
was then brought alive by associating initiatives taken in bringing alive the brand
with like-minded franchisees in these in their catchment markets through the We actively engage with our franchise
potential towns by leveraging their market LSM platform. partners where their knowledge of their
knowledge, hands-on operations and markets is leveraged through science
adherence to the business framework. The fourth pillar is Personal Accountability and technology provided by Raymond to
- Each employee is empowered to take activate the brand in the local catchment
Since you mention the role of decisions which are in the interest and superior last mile service delivery.
franchisees, what kind of convergence of customers and the organisation.
with Raymond’s vision and values does Commitments made are honoured and if How is the brand planning growth and
a franchisee need to have for qualifying there is a delay in action, the team will keep healthy financial performance within a
for the Mini TRS concept? the stakeholders informed of such delays. particular city for the Mini TRS?
43 July 2019
Mini TRS business model proves to be the omni-channel capability, through which engagement app to upload and thereby
most promising one for emerging markets the customers can access a curated range make content in real time makes this
that are driven by external factors like of products from our online webstore – process effective. We celebrate the great
growing aspirations, democratization Raymond Next. All the stores are connected work and also crowd source ideas to keep
of information, media exposure, young through an interactive kiosk located in the energy and creativity at stores at its
demographics, rising spending power and the store. In case a customer wants a highest.
improving lifestyle standards. We identify product that is not available at the store,
white spaces in existing cities by mapping he can access our webstore and select the Going further, what other innovative
all potential markets with defined product from this curated range. He may retail strategies have you lined up for
catchment that can sustain our retail then choose to get the product delivered the future? And what are your expansion
model. We then shortlist our franchise either at the store or at his desired address. plans?
partner and location that is ideal for the
concept. Going back to the context of brick and Mini TRS will continue to provide the
mortar retailing, can you elaborate a bit immersive Raymond retail experience
Can you decode the distribution model on your VM strategy? across all emerging markets and towns to
for the Mini TRS? its discerning customer. It is about a ‘single
Visual Merchandising at The Raymond view of customers’ irrespective of which
Raymond already has an extensive Shop is centered around 3 main principles channel, city and store they shop in. The
distribution network through direct – Consumer Experience, Execution idea is: ‘Think global, act local’, which is
and indirect channels such as agents, Scalability and the use of Technology and brought alive by empowering our store
distributor and wholesaler networks that Crowdsourcing to make the two seamless. managers, franchisee and area managers.
service over 15,000 outlets across the We have moved from being more tactical
country. These direct and indirect channels in our execution to more experiential in Every franchisee is supported by an area
of distribution provide us the platform to all that we do. With almost 1000 doors manager who builds local calendarized
reach the emerging towns with the right to execute visual merchandising, we at activation and marketing plans for each
product mix and faster turnaround time. Raymond Retail believe in keeping our VM outlet depending on the local festivals
plans simple yet effective and engaging for as well as key talking points. Through a
The only way that any organization can customers. cooperative marketing pool, the activation
reach out to such markets in a relevant calendar is implemented through the local
and engaging manner is also through We believe that through the right VM we franchisee and store so that they may
franchising. At Raymond, the essence of should be able to surprise and inspire our leverage their local knowledge to maximize
creating partnerships with entrepreneurs customers. There are well known basics, the efficiency of all such activities.
in such markets was understood very early necessary to visual merchandising – such
and that has helped the brand create very as display themes, groupings, and colour. While there are broad brand guard-rails
strong and engaged channel partners. But in order for VM to be truly successful, available, each city/ market develops and
it needs to elevate the product and the drives activations and promotions that are
Has online retail’s popularity enabled overall shopping experience. It is also best suited for its market and customers.
your plans for these micro markets or about empowering our customers to take
has it proved to be a hurdle? informed decisions. What is the kind of turnovers that the
retail division is aiming at in the years to
Online market has surely helped Whilst planning VM for our network, it come?
us in our retail expansion plans by: all begins with the product. So our key
1. Increased aspirational levels of customers responsibility is to highlight and bring In retail we have a mantra for growth that
2. Improved consumption basket through alive this proposition through effective we internally refer to as 5Gs of growth.
increased frequency of purchase across VM. Over time we have shifted from using These are Competitive Growth (faster than
various product categories. basic signage to highlighting innovation the competition); Profitable Growth (+ve
and the product features through more EBIT); Sustainable Growth (continuous year
What has been the growth percentage interactive communication and displays on year); Inclusive Growth (Company and
and revenue figures in the last one year that are centred around the lifestyles of the Franchise partners) & Experiential Growth
and how much are you expecting in the consumer. We have with the use of props (enhancing customer experience). This 5G
next fiscal? and technology made sure that the visual growth leads to exponential growth for
merchandising is real time and can serve Raymond. l
These stores continue to add incremental as a platform for more product interaction.
revenue and income to the company since Simplistic and minimalistic design routes Payal Gulati
they have opened in completely new combined with new materials make the
markets and towns. Over 90% of the stores communication more interesting and
opened have exceeded our expectations in engaging.
revenue generation.
Omni-channel seem to be the way We have empowered our store teams
forward today. What is your strategy in and also trained VM champs at each
this context? store to execute these set-ups under the
guidance of well-trained regional visual
The Mini TRS also has an integrated digital merchandisers. The use of our employee
July 2019 44
Retail Talk
An inner look at lingerie retailing
Long gone are the days when buying lingerie meant going to a dusty space-challenged shop, asking the sales girls
behind counters for a specific product/brand in a specific colour, for a specific size, and then waiting for them to pick
out packs from shelves stacked with rows and rows of similar looking packages. You patiently repeated the rituals,
hoping that they would pull out the right one.
Today branded store chains have an entire section dedicated to lingerie from a range of brands – Indian and
international – all seductively displayed to entice you into buying. What’s more, the online buying platform even offers
you the privacy and luxury of lingerie shopping right from the comfort of your home. As lifestyles, shopper tastes
and buying patterns evolve, supported by dynamic technologies, brands are leaving no stone unturned in ensuring
they make lingerie buying a value added experience for the customer – whether it is exploring new retail formats,
going the omni-channel way or exploring interactive new technologies. Market studies project a CAGR of 10 % over
the next decade for the Indian lingerie market. VM&RD catches up with two new lingerie brands, Parfait and Clovia to
understand how they traverse the retail path to get closer to their customers and make a mark in the market.
July 2019 46
‘Innovation is the only word relevant
today’
In a tête-à-tête with VM&RD, Pankaj Vermani, Founder and CEO, Clovia, shares how the brand is making a dent in
the $ 4 bn lingerie market through a strong focus on technology enabled retail strategies.
Pankaj Vermani to an extremely strong connect with our best inventory holding, one of the most
Founder & CEO, Clovia customers, leading to creation of a brand critical parameters for scaling an apparel
on the back of experience and not pure- business. The term fast fashion is a fact
What’s your assessment of the lingerie play marketing. now. With the speed with which trends
market in India? What’s the growth rate? are changing, one needs to leverage
Since you leverage technology so much, technology to the fullest. It’s a brave new
The current $ 4 bn market (which is can you elaborate on how technology fashion world and the brands that are the
expected to be $8 bn by 2020) is still has enabled you to scale up your venture fastest in listening to the end customer
so nascent that the top 10 brands put and connect with the customer better? and acting on it have the best chance
together are not even addressing 8% of the of winning. Innovation is the only word
overall market. It’s a market with enormous Being majorly online has given us an relevant in today’s ecosystem.
potential, waiting to be tapped. While the edge to use technology extensively for
overall apparel is growing at 8-9% CAGR, our customer choices. We are based on an Shopping for lingerie online could be
lingerie is pegged to grow anywhere amalgamation of fashion and technology. tricky. How do you make it easier for
between 15-22% annually. We have built a proprietary technology customers to purchase the right style
engine known as ReX (or ReqS, i.e. short for and size?
So what’s Clovia’s retail strategy to beat Requirement Simulator). We have patent-
the clutter in an overcrowded market? pending algorithms that help us gauge the Women have traditionally discussed
customer purchase pattern through our lingerie in hushed tones. We ask - why
Clovia uses smart technology and big sales channels and track their feedbacks shouldn’t women talk about it in a much
data analytics for smart management fast. It helps us know which product, more open and confident manner?
of inventory ensuring that they have a design and color are being purchased more What is so embarrassing talking about
highly consumer-relevant range all times and also more importantly, which products innerwear? Rome wasn’t built in a day -
with high sell-through rates resulting in have a high satisfaction score. This helps us some things don’t change overnight. But
industry best inventory holding. provide better products and also plan our we have consistently tried to use all our
inventory accordingly. And like I said, we platforms to break the stigma. The lack
Clovia has set up a unique distribution also use smart technology and big data of knowledge about various sizes and fits
system (both online and offline) which is analytics for smart management of our makes it difficult for a client to choose the
based on direct interaction with customers, inventory, ensuring we have the industry perfect size and design. Clovia has come
getting their direct feedback and using the
same in planning the next product range. 48
Big data played a big role here and this led
July 2019
up with a breakthrough technology and take these efforts to ensure our customers India - NCR, Punjab, Haryana, Jammu, Uttar
has created a tool called the “Fit Test” to feel welcome and comfortable at the store. Pradesh - and West India - Gujarat and
solve this fundamental problem. We did Maharashra. The company is planning to
extensive research and developed this What innovations have you introduced open 75 offline stores by 2021. l
test that asks a woman 5 questions about in terms of the window display, in-store
her body type and then recommends the merchandise, etc.? Payal Gulati
right bra. We have a very high customer
satisfaction score here. The tool has been Our window display changes every two
used/attempted over 150K times. months. We have a very quirky store design
with bright, inviting colors and colorful
In an omni–channel environment the merchandise. We also have an open display
design of the brick and mortar space of merchandise instead of packed boxes,
holds particular significance. How do where women can choose from a variety of
you approach it? products.
Retail design and VM are of utmost Going head what are your plans?
significance to every brand in offline retail
as they attract the customer to the store. In the next 5 years, Clovia intends to be
All of Clovia’s retail stores are in high street the largest lingerie brand in India. While
markets. It’s even more important for us we are steadily on that path, we are also
to attract customers who are already in encountering a host of organic/inorganic
the market, to visit our store. Hence an opportunities to grow internationally,
attractive VM and show window play a huge which we are exploring and the next 4-5
role. Our stores are pretty with ininviting years will also see Clovia’s presence in at
colors and manned by only female staff. We least 4 more geographies including North
49 J u l y 2 0 1 9
‘Our foremost aim will be to educate
customers’
US-based plus-size lingerie brand Parfait, with a network of 700 stores across US, UK, Hongkong and Canada, made
its debut in India last year. The brand recently announced that it was increasing its SIS count in the country from the
current 17 to 150 and also planning to embark on an EBO journey. Akhil Srivastava, Managing Director of Parfait
India, shares with VM&RD, the brand’s journey so far, the market dynamics of a niche category and the plans going
forward.
Akhil Srivastava about 48%, and being a land with so much has come a long way from being considered
Managing Director, Parfait India ethnic diversity, it is it imperative for the as an apparel sub-category in the earlier
market to have plus size brands that can cater days. The industry in India is projected to
Parfait entered India last year. How has to a particular segment of the population. grow at a rate of 14% by 2023 to reach $
been your journey so far? 6.5 billion. With the rise in the purchasing
You are globally present in many other power, there has been a subsequent rise in
Parfait has recently made its entry in the markets as well, including the US and the demand for Bralettes, activewear, resort
Indian market and is at a very nascent stage Canada, UK etc. How different is the wear and daily intimate wear.
in the journey. But we have already received Indian market?
superb response from customers from cities While doing our research in the Indian
like Delhi-NCR, Mumbai, Pune, Chandigarh, Indian customers are very different from market, we found that there is a huge gap in
Allahabad, Lucknow, and Varanasi, amongst their international counterparts. Indian the demand and supply of plus size lingerie
others. We are expanding rapidly and plan women look more for comfort than style in India. The Indian market lacked style, cuts
to soon mark our retail presence pan India. or look in their lingerie and one of the key and colours in plus size segment. Parfait
While our current focus is on the northern factors in the minds of the Indian audience aims at providing ample options in different
and western regions, we will soon be is the price point. So it is safe to say that shades and colours to the customers.
tapping the southern and eastern markets. India is a very different market and hence
In less than three months of starting retail, no comparisons can be made because Who’s your target audience? What’s the
we are already present in over 30 SIS and 10 the business model we follow here is also price range?
online marketplaces. entirely different from what we follow in the
other markets. We aim at serving plus size women aged
Why is India a favourable market for plus between 18 and 50 years with a band size of
size lingerie? How do you see the market for plus 30 to 44 and cup size of D to K. Our product
size lingerie evolving? And how are you (bra) ranges Rs 1,599 to Rs 2,499.
Indian market has immense potential planning to fill the gaps in the market?
for plus size brands as the size inclusivity What are the major retail challenges in
industry is becoming more global to adhere Indian lingerie market has been moving your category? How are you working
to customer needs. The struggle to find the from a cluttered segment of the industry to around them?
right fit and styles for the plus size women a much-organized sector. Lingerie market
made way for plus size lingerie brands in
India. With the share of female population at 50
July 2019
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