On the brand front, the brand has been made more contemporary to offer a powerful brand promise. On the product front, the brand has introduced a spew of differentiated products in line with customer expectations and satisfying those expectations. On the customer connect front, a multi pronged approach has been taken to bring the brand closer to customers.
The main task for Stylespa was to get visibility through a pan Indian campaign. So to create awareness about Stylespa, advertisements were put across all mediums of media—Television, Print and Online. The brand has also established customer loyalty and rewards programmes, and customer helpline for after-sales queries and concerns. The website has been revamped to make it more interactive and in sync with the brand philosophy.
The brand intends to catch up on the emotional connect that one has with the furniture without realising it. Hence Stylespa will be cashing in on the fact that furniture is an integral part to make “Moments into Memories”.
The Challenges overcome
During the initial years, the challenge was to educate the customers about ready-to- assemble furniture and contemporary materials like particle board. The Indian trend still runs strong on having furniture made out of solid teak/rose wood. Subsequently, the challenge has been from a flurry of cheap imports, and big box home stores as well as regionally strong homegrown brands. The focus on tier II and tier III cities has warded off these challenges, making the brand profitable as well as prominent.
Stylespa intends to take their current store count to 110 from 65 by the end of this year. The brand has decided to have a judicious mix of metro and mini-metro stores.
His understanding of the retail business and his learning in this process
“I believe that retail is all about consumers and understanding consumers. Over the last several years, I have realised that bands have to ‘Connect to Customers’ if they have to be relevant and profitable. Every single person in an organisation has to be breathing Customer and Customer alone.”