Croma To Add 100 Stores By End Of Next Financial Year
Croma To Add 100 Stores By End Of Next Financial Year

Croma, operated by Infiniti Retail Ltd, a wholly-owned subsidiary of Tata Sons Pvt Ltd, is planning to add 100 stores by the end of the next financial year. The firm is operating a multi-brand retail chain of consumer electronics and durables.

Owing to a rapid shift in shopping behaviour this year, the electronics retailer is also working towards improving its website and online delivery services as more retailers build digital capabilities.

Ritesh Ghosal, Chief Marketing Officer, Croma, Infiniti Retail Ltd, told a leading media organisation, “2020 has been a year of transition for us. It was always going to be one because we had already embarked on this digitization piece. We were supposed to open 65 stores this year. Hopefully, we're ending with 45 new stores this year and another 20 are in fit-outs.”

Croma Eyes To Add 100 Stores By End Of Next Financial Year

“Next year, the plan is 100 stores. We hopefully should be able to meet that target. Although the quarter-wise projections are off as projects have gotten delayed (due to covid-related issues such as labour and delay in clearances),” he added.

At present, Croma operates over 175 stores. It is also working towards improving its presence online with mobiles, electronics and appliances continuing to top sales on online marketplaces such as Amazon and Flipkart.

Ghosal further stated, “Now on the digital side, it’s seen an acceleration this year because we had to hurry up in order to play catch-up with our online friends. And, also, because customers switched behaviour very quickly. On the anvil right now are better tracking of our online purchases. One thing we realize is people who buy online are used to getting very predictable delivery slots. That's something which we are developing, the inventory management system between stores and online. This will allow us to offer more aggressive timelines for delivery and therefore out-compete the marketplaces.”

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