Usha recently inaugurated their brand new retail identity with the inauguration of a company store in Kirti Nagar, New Delhi. The store is spread over 1200 sq. ft. and features a modular structure that enables quick adaptations and layouts, making it possible to change the store’s look within a few hours. In conversation with Kapil Kohli, Vice President – Retail Head of Usha International on what new they are bringing in the market with this new store and further.
What was the rationale behind launching this company store with new retail identity?
The rationale behind launching a new store was to establish Usha as the leader and communicate the extensive range of products across the five categories of fans (pedestal, wall, table, fresh air, ceiling and special application fans), food preparation (ovens, grillers, toasters, cookers, brewing, etc.), home comfort (climate control, water heating, fabric care, drinking water solutions and accessories), sewing machines and others (engines, pump sets). As a brand we always want to encourage demonstration and interaction with the customers to be able to communicate the special features and convert to sale. We wanted to create a more inviting store environment that is easier to navigate visually and spatially.
What all products/services/solutions have you displayed through this store?
The store displays the entire range of Usha products, for enhanced consumer experience. It has a dedicated experience zone for its product lines.
How does it stand apart from your previous ones?
The latest Usha store spread over 1200 sq. ft., features a modular structure that enables quick adaptations and layouts, making it possible to change the store’s look within a few hours. The user-friendly layout of the store further enhances the shopping experience.
The in-store design of the new Usha company store allows adapting the design into different sizes and across different locations.
Will the new stores follow similar theme?
Yes, the upcoming Usha stores will be based on this concept. We have already opened a store in Jaipur on similar concept.
Tell us more about the unique “quicktiles” concept that the store has.
Quicktile is the new metal tile based modular fixture system with modular shelves, magnetically attached backing sheets, (never used in this category before) enables the store to change its store planogram, its visual treatment and product assortment overnight.
What potential do you see in this recently inaugurated company store of yours?
The new Usha store allows us to better connect with the customers which will in turn help improving the overall revenue of the store.
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