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Schneider – Switching On The Exclusive Retail Game

By Satarupa Chakraborty | September 20, 2018

Wiring devices and home automation major Schneider Electric has recently started executing their go-to-retail strategy by opening their first experience centre in Gurgaon. With around 3000 SKUs in a cluttered market of electrical switches and switchgears, the brand has crafted their in-store marketing strategy with introduction of virtual space within the store. Srinivas Shanbhogue, VP, Retail Business, Schneider Electric India, chats up with Point-of-Purchase on their retail touchpoint strategies, expansion plan and in-store consumer engagements.

You have a large bandwidth of SKUs. How would you bring that to a retail space?

The way we have crafted our retailgo-to strategy is that we will be showcasing our line of residential products. Well, in that line too, the number of SKUs are as good as approximately 3000. As of now, we have divided these in two categories – final distribution and wiring devices and home automation. Now, the idea is not only to showcase our entire range but to also to make the points of sale self-explanatory. This means that consumers should be able to foresee the implementation in their own spaces. To address both of these, we will soon turn our retail space into a virtual zone, where consumers can experience our products through technologies like AR/VR.

What all shopper marketing initiatives will follow in the store?

For us, our retail or shopper marketing strategies will be very much in the line of the catchment, where the store is located, because we believe that consumer is exclusive to every market. For Gurgaon’s residential property market, we have observed that the bandwidth of property value is wide and ranges between value as well as premium segments. Going forward, we are planning to support our store presence through digital campaigns, host nukkad meetings to target electricians etc.

As a global company, how is your exclusive retail network spread world over?

Why did you choose Gurgaon for your first exclusive experience centre? Amongst over 100 countries that we are present in, our retail focus lies with 30 countries. Gurgaon, like some of other Indian cities, has a progressive real estate market. More interestingly, the diversity in terms of price, consumer segments etc prompted us to set up our first store here.

Which other locations are part of your retail expansion plan?

Bangalore will be our next destination to open a similar store, while Mumbai and Chandigarh will follow.

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