Orient Electric bets big on ‘Smart Shops’, display zones concepts
By Swaminathan Balasubramanian | May 08, 2018
As part of its retail visibility drive, Orient Electric is adding vigour to its offline channel by opening up Smart Shops and exclusive display zones across India to enhance the consumer experience.
Orient Electric, part of USD 1.6 billion diversified CK Birla Group, bets big on the Smart Shops concept. With its state-of-the-art manufacturing facilities in India and operations spanning over 35 countries, the brand has penetrated into the small towns domestically owing to its well-organised distribution network. Currently, the company has a distribution network driven by over 4000 dealers, 1 lakh retail outlets and a strong service network covering 320 cities, aided by 24x7 toll free number.
In an exclusive conversation with ‘Retail4Growth’, Atul Jain, Sr VP & Business Head, Fans, Orient Electric, said, “While we are moving aggressively towards building our online retailing strength, we are also adding strength to our offline channel by opening up ‘Orient Electric Smart Shops’ across the country. These Smart Shops serve as exclusive and franchisee one-stop shops, offering an opportunity to the consumer to experience and chose from a wide range of products under a single roof. They also enable our franchise partners to associate with us in our efforts of business expansion.” He also said that the Smart Shops not only house their entire range of products but also offer value-added services to consumers’ delight. Trained in-shop demonstrators are available at every Smart Shop to provide detailed product information and demonstrations are focused to help consumers make an informed buying decision.
According to Atul, sale of fans is predominantly retailed by multi-brand outlets, accounting to about 70-80% of the total sales. In the last few years, some of the major retail chains have also started selling their fans. “As part of our retail visibility drive, we have also started setting up exclusive Orient display zones with an aim to grab dedicated retail space in premium outlets across the country. Orient Zones are boosting retailers’ confidence and at the same time, creating great consumer experiences,” he added.
Last year, the company unveiled nine ‘Orient Electric Smart Shops’ and opened up nine outlets. It plans to increase the number in 2018-19.
