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Racold plans to expand its retail presence to 18,000 outlets by December 2018

By Nabamita Chatterjee | July 12, 2017

Anil Bhamre, General Manager - Marketing, Racold Thermo Pvt. Ltd. chats up with Retail4Growth on how they plan for their shopper marketing initiatives at the retail touch points to acquire new customers.


""Racold, a popular name in the consumer durable category with various range of water heaters, plans to expand its retail footprint aggressively. Anil Bhamre, General Manager – Marketing, Racold Thermo Pvt. Ltd. chats up with Retail4Growth on how they plan for their shopper marketing initiatives at the retail touch points to acquire new customers.

How would you define the impact of the new age shoppers on the way you have looked at In-store marketing for your products? What are the expansion plans of Racold in terms of retail connect?

In-store marketing has gone through a sea of changes in last one decade. Modern trade, and online stores have started playing critical role, if not purchase but at least inputs or display at these market places is critical. We are currently focusing on expanding our retail footprint wherein we have 15,000 outlets from which we sell our products and services and we want to expand it to 18,000 by December 2018 in A and B class towns.

Do you see a visible difference in retailer’s response when you undertake a major in-store branding of your products?

While doing in-store branding we see two extreme responses from the store keepers. One kind are those who are super excited and they will like to have best of branding elements with proper display, Pop/POSM, in store and out store visibility along with proper demonstration of our products. Other type are ones who want to focus on putting up stocks in stores and whatever is left over i.e. pillars etc., they will be open for branding also and want to remove branding as and when season changes from winter to summer for different product categories.

How do you plan for the point of purchase displays in modern trade outlets and what has been your experience with such promotions in terms of generating the desired ROI ?

Modern trade outlets are of two types. One which are open to ideas and allow putting in good POP/POSM/branding at their outlets where, we have a good scope of doing justice with good investments since it’s more organized. In these stores we focus on latest branding elements like LED displays, lighting, dummies with technological inputs/USPs etc. We focus on stores not only from current sales but potential it has, to generate sales, basis same we make investments in branding, POP, POSM, dummies, demonstrators which are backed with ROI model i.e. no of visits, eyeballs, enquiries and actual sales. Methodology for ROI on POP remains same across the country, what changes is the current business context and expectation vs. actual ROI.

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