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Bata to use multi-channel retail strategy

By Retail4Growth Team | November 27, 2019

The company, which has a retail network in 450 towns, is further expanding by adding new stores in smaller towns through franchise route.

Footwear maker Bata will continue its growth journey in India with the multi-retail channel approach along with e-commerce platform to reach out to as many customers as it can, said a top company official.

The company, which has a retail network in 450 towns, is further expanding by adding new stores in smaller towns through franchise route.

"Now we are using all three engines - our own stores, franchise partner store, which is a big drive for us in tier III & IV, and multibrand outlets. On the top it would be our e-commerce channels, whether through bata.in or other marketplaces to get as many consumers as we can," said Bata India CEO Sandeep Kataria.

The company last month said it will strengthen its presence by adding 500 stores in next five years, focusing mainly on small markets as it has identified tier II, III and IV cities where it has plans to broaden its sales network through the franchise model.

"What has happened over time, that the brand image and the brand name was much bigger than our reach, as we were selling through our retail stores only in 450 towns," he said.

"India is much bigger and the brand image is also bigger. So we decided to expand our reach to as many Indians and take advantage of our equities."

According to Kataria, online channels are providing opportunities in multiple ways to reach consumers.

"We can actually use the digital channels to increase the productivity of our stores and enhance the satisfaction to our consumers," said Kataria on the sidelines of an event organised by the Retailers Association of India.

"We are seeing the average age of the customers in Bata store going down. We have now more millennials than the past," he said.

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