IndiaRetailBiz

“Customers look for value and convenience, not ambiance. With the revamp of the stores, now customers can enjoy both the shopping experience and the savings in price.” — Mohit Khattar, President (Marketing), Subhiksha Trading.

Subhiksha– the Chennai based 11 years old, deep discount, no-frills, non-glitzy, retail chain promoted by R. Subramanian, is going in for image makeover of its stores across the country.

Subhiksha retail chain, which now also boasts of robust mobile business besides its customary businesses of food, grocery, fruits & vegetables, and pharmaceuticals, got approval of its customers’ trust, when it recently found ranked on the country’s most trusted survey of consumer brands conducted by Brand Equity of the Economic Times.

The initiative to upgrade its stores across the country, according to Khattar, has been undertaken to improve the functional aspect of the value being delivered by the chain. He was speaking to a Hindu Business Line reporter.

Having began the exercise of revamping from one of its stores in Chennai a couple of months ago, the retail chain in the revamped stores has not only begun getting increased footfalls but increase in sales of 50 to 70% as well.

As the emphasis in the revamped stores is on functional aspects, the retail chain is focusing on widening aisles, changing placement of product categories and brands, and improving billing counters. It is also improving lighting and ventilation of its stores.

Subhiksha has contracted with GE– a global lighting giant– to offer recommendations on proper lighting of its stores such that customers are able to not only locate products easily but are also able to easily read the information printed on them.

Subhiksha is also looking at delivering better billing experience to its customers as it is in the process of implementing SAP across the chain.

The company has developed an ‘Identity Manual’ after developing its Chennai store. This will serve as a reference for revamping of other stores. Subhiksha is looking at revamping nearly 1,000 old stores at an average cost of Rs. 2.5 lakh.