“We would like to be anywhere in India where we see an opportunity - where there is a need for multi-brand watch retailer like ours, and where we can do justice,” says Rajesh Chheda, Founder & MD, Just in Time, the leading omnichannel retail chain that sells global watch brands. With 55+ stores across 12 cities in India, and multiple store openings happening every month, the 25 year old retail brand is all set to further consolidate its presence through diligent market mapping and a strategic approach to customer experience in store.  

Focused Market Mapping

Rajesh explains, speaking about the retailer’s approach to entering new markets, “We  are looking at India as a whole, though Tier 1 cities are main targets. But we will also look at Tier 2 cities where there is huge potential. Some territories like the South, which were new to us, were quite challenging. For example, when we entered Bangalore, it was a completely new experience. It was a demanding and competitive market. At the same time, we saw that there were many gaps, and therefore opportunities. So in just one year, we were able to have the best of locations in the city - high streets and malls. Today we have covered the entire city of Bangalore.”  

Rajesh adds, while talking about their approach to mapping markets and potential locations, “We are constantly evaluating options and locations, identifying the next city for our location. As of now, we are focused on making sure that all our stores across cities and locations offer a standardised experience and ease of buying to our customers.” 

Clocking the In-Store Experience 

Just In Time stores range from 900 sq ft to 3000 sq ft, and every store has a dedicated service centre offering in-store servicing for the brands that it houses. On the store front, the retailer’s focus is essentially on offering a unified experience that caters to all segments of shoppers. The store interiors and the elements that go with it complement this approach, while reinstating consumer confidence. For example, the stores have furniture branded by the brands sold from Just in Time. As Rajesh says, “It conveys that these brands are also investing in the store and automatically boosts customer confidence.” 

Just In Time has its own in-house team to design and manage the execution of the stores. Rajesh explains, “It becomes difficult when we have to rely on external partners for different cities, especially given the rate at which are scaling and expanding. With an internal team in place, coordination becomes much easier. Also given the category we are in, precise mapping, coordination and product positioning are very critical.”  

Omnichannel Integration 

Omnichannel is inevitable today for any retail brand, and Just In Time is making sure it is seamless. As Rajesh points out, “The entire retail ecosystem is moving towards omnichannel. People can view and buy the watches online, but at the same time they feel the need to try them at the nearest store. So they can visit any of the Just in Time stores, pick up a watch, try it and move on. This omnichannel behaviour is in fact growing across all segments.” He however adds, “Having said that, offline is the mother of all, and is always going to prevail. In terms of the offline-online ratio, I’d say it is 50:50.”

No wonder, the brand has been expanding consistently, responding to market opportunities, while taking a judicious approach. As Rajesh sums up, “When we entered Bangalore we planned 5 stores, but we now have 11 in the city.So we go with our learnings and make sure there is a real need in the market. We don’t open a store, just for the sake of opening it, after all retail is cost intensive.” Indeed, any retail entry has to be ‘Just in Time’!