How do you position your brand at retail? Tell us about the retail reach of Centuary?

Centuary mattresses is present in 2500 dealer outlets across 20 states in South, West, Central, and Eastern India. It is deeply penetrated across Tier 2 and Tier 3 cities, with a sales team coverage across geographies to service the network of retailers. As a brand, Centuary is known for its quality - and is positioned accordingly at all its retail touchpoints.

How do you look at planning your customer engagement programs at the retail level?

Consumer centric promos such as exchange offers, wedding season promos, localized retail activations around Exclusive Brand Outlets, etc. are a well proven formula in driving consumer footfalls to the retailer. In addition to these, Centuary's Exclusive Brand Outlets have a host of content around the subject of sleep and the role of choosing the right mattress for a better sleep.

Any special innovative initiative/promotional activities which you have launched with omni-channel marketing?

Centuary has come up with a mattress app called ‘MattsApp’, which is deployed at all our retail points. This app not only helps the customers to make informed mattress selection decision, but also makes the buying experience more enjoyable and scientific. The features of this app include product information, store locator, and a unique mattress selection tool. The retailers will now benefit from making their business grow since most of their selling is done by the MattsApp, which will improve the ‘Sales Closing Rate’ and also facilitate ‘Upselling’ to more premium products and price points.

Are there any plans to open more exclusive brand outlets for Centuary?

Centuary Mattresses plans to cement its ‘India ka Sleep Specialist’ positioning by opening up its signature exclusive brand outlets in all major cities of India. Currently, the brand has 200 such stores already in operation at Hyderabad, Pune, Mumbai, Ahmedabad, Surat, Chennai, Raipur, Vijayawada, Vishakhapatnam, Calicut, Bhubaneshwar, Ranchi, etc.

Tell us briefly about these store formats?

Centuary exclusive brand store formats fall under 2 categories - Centuary Sleep Specialist Store and Centuary Comfort Stores with the objective of providing a proper display of entire range of mattresses, an enhanced experience and information for the consumer with company designed in-store merchandising.