Leading crystal and jewelry brand plans to go beyond metro cities as part of their retail expansion strategy and plans to bring digital experience in brick-and-mortar stores.
Talking on the retail expansion and omni-channel route of the brand, Jochen Schmidt, VP Retail Architecture CGB, Omni channel & Commercial Operation, Swarovski, and Sukanya Duttaroy, Managing Director, CGB General Management , Swarovski India, told Retail4growth, “Swarovski has been in India since 2000, and we would like to think that we are one of the few mature brands in India. Such a long existence in the country paired with a unique positioning that the brand enjoys, it has become a pioneer in its category. We target for the right mix between EBO and MBO. In an ideal mix both channels support each other. We also target 2nd and 3rd tier cities which will further pick up in the upcoming years. By Christmas 2017, we want to surprise our customer with a fully digital experience in a brick and mortar environment, which will eventually come to India.”