Percept Retail, part of the integrated media company’s out-of-home (OOH) business, aims to streamline its retail marketing communications business in the unorganised sector.
Aims to build skill sets for improving returns from its media buying business
KOLKATA: Percept Retail, part of the integrated media company’s out-of-home (OOH) business, aims to streamline its retail marketing communications business in the unorganised sector.
This is part of its efforts to focus on building appropriate skill sets for improving the returns on objectives from its media buying business.
The division has rolled out a pilot retail store, The Best of Deals & Offers, that has brought several standalone telecom handset and accessories brands under one roof.
The retail chain will be rolled out across the country in 3-4 months.
Percept Retail will offer these brands the benefits of combined advertising and steeper discounts on inventories.
Prashant Gunthey, head of retail business and strategic initiatives, Percept Out Of Home, told DNA Money, “These stores will also give discounts over and above what the companies offer.”
In yet another move, the company is targeting unorganised pharmacy outlets for setting
up kiosks for wellness products.
In a study, Percept Retail found that shoppers were willing to spend a bit more on premium healthcare products and that a conducive environment did matter when it came to shopping for wellness products.
It also learnt that unlike beverages, customers were also willing to spend more time in shopping for wellness products.
Thus, Percept Retail decided to rope in standalone pharmacies for creating kiosks or category organisers (rack) for displaying wellness products with the unique selling proposition of ‘Shop healthy, live healthy.’
“We did some general health-related communication inside the stores as well as outside using signages, etc,” Gunthey said.
Percept Retail now plans to take this initiative to 7,500 stores across India within a year.
The revenue would be shared between Percept Retail, which will be the principal asset deployer, and store owners.
An analyst tracking the sector said: “There is a huge clutter. So, there’s an utter need for effective retail marketing in the unorganised sector, especially since these outlets are facing competition from large-format stores.”
There are said to be 13.5 million standalone food and grocery stores (kiranas) in the country.
The retail marketing services business is pegged at Rs 450 crore and the OOH industry is said to be worth Rs 1,200 crore.
Percept Retail, which was started around 18 months back, is aiming to contribute about 35% to Percept’s out-of-home media business in two years.
m_madhumita@dnaindia.net
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