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Body Shop expects to reach 200 doors by end of 2016

June 13, 2016

VM&RD speaks to Savita Dhami Kaushik, Marketing Head, The Body Shop India on how the cult beauty brand keeps itself ahead with its fashion brands counterparts.

Sustainable standalone cosmetics brands are fast replacing the concept of multi-brand outlets when it comes to beauty buys. Larger-than-life façade, wise use of colours in window and flashy retail designs have been instrumental as big crowd pullers. VM&RD speaks to Savita Dhami Kaushik, Marketing Head, The Body Shop India on how the cult beauty brand keeps itself ahead with its fashion brands counterparts.  

What kind of retail design and VM do you generally follow?

We have over 140 stores in over 40 cities in India. We strive for the perfect marriage of creative, innovative and effective retail and VM designs with strong integration of our values that revolve around three concepts - Natural, Sensorial and Ethical. Our retail designs are progressive and set to encourage discovery and experimentation across a broad range of products. Our "Pulse" store design concept offers an experiential journey of discovery and play while focusing on our key strategic categories.

Has there been any change in that?

We keep evolving our retail designs so as to give an enhanced customer journey experience. We keep looking at adding new elements to store VM which will enhance the complete shopping experience for the consumers like the recent addition of consultations tables and centre experience bars that allow us to present a strong focus on NPD and VM window events.

What are the global trends in cosmetics retail and how adaptable they are in India?

In today's competitive and global retail environment, best practice visual merchandising is more than just plonking a mannequin in a shop window. Pop features, neon lighting, 3D installations, and interactivity are going to be popular trends in the year ahead. These key trends are very much adaptable in the Indian market depending upon the retailer's requirements in terms of VM and budget allocations. To drive new age consumers and achieve maximum walk-ins, evolvement of VM designs is mandatory. It is also imperative to keep the VM materials more flexible alongside being fun and creative. Keeping in line with new-age requirements, digital signage, tablets, in-built monitors, LED screens etc. are becoming popular as VM tools.

How frequently do you change your windows and what are generally the focus areas?

We change our windows monthly focusing it more on strategic categories to align them with business plan.

Keeping in line with environmental responsibilities, do you also follow some guidelines for retail design or VM?

Simple guideline of "Enrich not Exploit" is what we follow in all our functions keeping our strong belief in enriching our planet, products and our people. We use only sustainable materials like wood etc. We are also committed to reduce 10% energy in all our stores by end of 2016.

Tell us about your retail expansion plans.
We operate out of over 140 stores in the country currently and expect to reach 200 doors by end of 2016.

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