Intex focusing on Digital Push for its stores

Intex Technologies has an extensive foot-print of 100 stores spread across more than 80 cities pan India, and reached a turnover of almost INR 6400crore ($950 million) in FY 15-16.
Intex focusing on ‘Digital Push’  for its stores
The Indian mobile accessories market is growing rapidly owing to the exponential smartphone sales growth. A leading industry report has forecasted that mobile phone accessories market is expected to touch $107.3 billion by 2022. Over the year, Indian market has been flooded with many leading players in this segment. Intex Technologies, the two-decade old consumer technology company, is one of the major players in mobile handsets, consumer durables and IT accessories. The company's flagship brand is 'INTEX'. The Brand exhibits an exhaustive portfolio of 18+ product categories ranging from mobile handsets, mobile accessories, multimedia speakers, power banks, LED TVs, washing machines, refrigerators and wearable.

The company has witnessed a fairly high growth in the last few years. With a CAGR of 81% over the past 3 financial years, the company has reached a turnover of almost INR 6400crore ($950 million) in FY 15-16.

To further strengthen its footprint, in 2015, Intex began opening exclusive branded stores -‘Intex Smart World’ as experience zones for consumers. Intex Smart World had recently opened its 100th store in Jaipur city and achieved this feat within 18 months of roll out. In its 18 months journey, Smart World has spread pan-India covering 80+ cities across 23 states. Intex exclusive Brand Stores are single touch points to experience the wide range of Intex products through superior quality demonstrations of Intex products by trained staff and to provide best product education to customers.

Highlighting the exciting journey of the brand, Vishal Malik, Head-Retail, Intex Technologies, informed, “This phenomenal growth has come on the back of innovative products, strong service and distribution strategy and aggressive marketing to connect with the target audience. As a consumer facing company, we have always focused on consumer satisfaction and maintaining a robust distribution and retail presence.”

The company believes in innovation and considers it one of the important ingredients in creating the success story of the brand. “We keep on innovating in terms of outlet designs as we normally launch a new category of products, so placement of the new category giving it potential wise location and share of floor space,” said Malik.

On technology aspect the company has introduced virtual catalog and water fall concept design to ensure its TTL is quick.  The same has been implemented to all its franchised stores. The company has created an effective training module that produces quality staff for standard customer experience.

The company is focusing on bringing additional value to its customers, whether it is centralized content management or making its outlets free wifi zone.

Pre-requisite for any successful retail chain is effective omni-channel strategy. “For us a complete omni channel is when a customer can see a product physically and order it online & vice versa,” Malik shared. On e-commerce front Malik feels that it is an opportunity only when you can provide benefits of both online’s convenience and offline experience together. Service aspect of any retail will be the key focus in the years to come hence our online pivot will revolve around providing maximum value through both channels to consumer.

Summing up on growth plans Malik informed, “We look to expand our footprints not only in metro cities but small towns as well in order to reach out to the end consumers. Our focus is not to follow the footprints of other brands, we would like to expand where we find the market opportunities. Reach across India in towns where we can match the business expectations of franchise and serve the TG customers with standardized experience. In the 2nd phase, we will be focusing on East and South regions.”

No doubt, digital era awaits at the doorstep of retail industry now and time is not far when will witness evolved retail stores whether be it unmanned stores or digital product selection or digital payments. Technology is going to play pivotal role, companies like Intex has understood it and exploring digital push in providing the best mix of convenience, enhanced experience will lead the way at retail stores.
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