Wednesday, July 08, 2020

Red Tape: Bringing In the ‘Phygital' experience

By Satarupa Chakraborty | February 01, 2018

Retail4growth speaks to Deepak, VM and Projects Head – Red Tape, to learn more on the newly-crafted store experiences and retail expansion plans.

Founded in 1996, popular footwear brand, Red Tape, debuted into apparel and women’s footwear categories a few years ago. With 160 EBOs and presence at 250 MBOs, Red Tape is currently unfolding “online” concept at 50 scheduled store by end of current financial year. Retail4growth speaks to Deepak, VM and Projects Head – Red Tape, to learn more on the newly-crafted store experiences and retail expansion plans.

What is the standard size of Red Tape EBOs and how do you plan to scale it up in terms of experience as well as numbers?

With our existing EBO network, what we have understood is that merchandise possibility is limited to brick-and-mortar set up whereas online stores can offer much more. However, online buying is still not comfortable for Indian buyers.Today, the standard size of our EBOs spans between 500 sq ft to 600 sq ft. We will increase the size of our existing stores to 2000-2500 sq ft. However, we will take up the practice after the current financial year. This year, we are adding 50 stores under a new concept called “Online”, which will contribute largely to our omni-channel stature. We have already launched 5 stores – 2 in Delhi and one each in Ambala, Zirakpur and Kanpur. 20 more stores are already under construction.

What are the basic design elements used in the concept?

With approx store sizes between 4000 sq ft to 5000 sq ft, we have tried to keep the stores simple, offering 360 degree view and have focused largely on the digital touchpoints. One of the interesting touchpoints is the QR code scanning station at each range, where the customers can readily scan the code and browse the entire collection under the range virtually. For promotions and information, we are using our in-house radio station  (Red Tape radio) and a few LED screens. Our end-to-end store design execution has been done by Delhi-based TIB Retail Pvt Ltd.

Will you convert your existing store into your “online” concept?

Not really but we have plan to increase our existing store sizes to almost five times. We will renovate and shift our existing stores in the same locality, where we have already created brand contractions. Also, we will add premiumness to  the store environment and add lot of wood and SS elements. We will touch on the practice to revamp existing stores only in next financial year.

For store expansion, you seem to be choosing smaller towns and high street locations.

Yes, our primary focus is on tier-I markets followed by tier-II and tier-III ones. In terms of brand consumption and sale, smaller markets have boosted our confidence in  a huge way. And yes, we prefer high street locations since we plan to be integral part of discount markets and where the factory seconds outlets are.








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