National Institute of Fashion Technology, Kannur
OMNICHANNEL RETAIL AND SALES MANAGEMENT (Assignment-1)
OMNICHANNEL STRATEGIES Brands: Goodearth, Westside, Nicobar Submitted to: Ms. Pavol Sahadevan, Asst. Prof. NIFT Kannur
Submitted by: Brinda S (MFM/21/211) Hetvi Parekh (MFM/21/401) Namita Ann Abel (MFM/21/822)
TABLE OF CONTENTS
01
GOODEARTH
54
19
WESTSIDE
55
36
NICOBAR
COMPARITIVE ANALYSIS
REFERENCES
ABOUT GOODEARTH Good earth is one of the few luxury retail brands in India. They are known for their home décor, lifestyle products and accessories. The brand celebrates the heritage of the Indian subcontinent and of the surrounding areas across Asia by creating unique design stories. The essence of Indian style is captured in the use of vibrant colours. Ms. Anita Lal is the founder of Good Earth in the year 1996. They opened their first store in Mumbai at Kemps Corner.
PAGE 01
MISSION “To bring joy in everyday living"
VISION 1. Values of sustainability. Sustaining tradition & ecology is a core values. 2. Encouraging quality craftsmanship & revival of lost Indian traditions that are beneficial to the environment & to society.
PAGE 02
Premium pricing
Apparel
Home Decor
Membership cards
4PS OF MARKETING Brick and mortar store Official Website
Instagram video ads Blogs Collabarations
Instagram shop
Word of Mouth
PAGE 03
PRODUCT Goodearth has a wide range of product range when comes to both Home décor and Clothing. Home décor includes dinner wear, cutleries, table linen, tea and coffee sets, mugs, vases, candle stands, centerpieces, lanterns, bed collections, cushions and so on. Clothing include Kurtis, tops, dresses, tunics, bags, jewelry and so on.
APPAREL - WOMEN
HOME DECOR
APPAREL - MEN
KIDS PAGE 04
BANGALORE
JODHPUR
HYDERABAD
PLACE OFFLINE Goodearth has its headquarters in Hyderabad. They have stores in Delhi, Jaipur, Chennai, Jodhpur, Bangalore, Hyderabad, Jodhpur. PAGE 05
JAIPUR
CHENNAI
MUMBAI
PLACE - OFFLINE
DELHI
PAGE 06
PLACE - ONLINE STORE
PAGE 07
PRICE
Goodearth is a luxury brand which follows premium pricing strategy. Depending on the product, price range starts from 1500rs and goes upto 70,000rs. PAGE 08
PROMOTION The name ' GOODEARTH' it self act as a promotion for the brand. The ambience of the store itself gives a luxurious feel to the customer and beauty of the products makes them to buy. Instagram posts, deals and offers, Magazines, collaborations are few of their core promotional mediums for better engagement with the customers. PAGE 09
COMPETITORS
PAGE 10
SWOT ANALYSIS
S
W
O
T
STRENGTH
WEAKNESS
OPPORTUNITIES
THREAT
Can expand in the foreign market, as demand for contemporary Indian expression and accessories is huge.
Design language and themes being replicated or adapted and sold at much cheaper rates on online portals and unbranded retail stores.
Brands focus on Indian luxury, niche market and is still unexplored in the Indian market
Limited presence over India. Not available in tier 2 cities, which has a potential spending capacity.
PAGE 11
OMNICHANNEL STRATEGIES
PAGE 12
Membership card and gift cards
Social media
Visual merchandise
Collabration
PAGE 13
ONLINE AND OFFLINE
MEMBERSHIP CARD - CERISE Cerise is an omni-channel loyalty program by Good Earth. Customers shopping for more than Rs 1 lac in a year are automatically enrolled as Cerise members and earn 10% of their purchase value going forward as Cerise Points redeemable. Once a customer reaches the milestone of Rs 5 lac (or above) spent in one year, the customer becomes a Cerise Sitara member and starts earning 15% of their purchase value as Cerise points along with a host of other experiential benefits.
PAGE 14
ONLINE
GIFT CARDS Gifts are part of all celebrations that not only last a lifetime, but are also meaningful and useful. Goodearth have launched an E-card designs which can also be personalised and gifted.
PAGE 15
ONLINE
Goodearth has an engaging relationship with their customers and they update them with new themes and collections, where customers can view the products, and the link directs to website.
SOCIAL MEDIA Instagram and Facebook are their main promotional platforms. In that, photos of their collections, short videos, and other activities like recipes of traditional and cultural cuisines and fun facts of our heritage culture. help the customers to feel included with the brand. PAGE 16
OFFLINE
VISUAL MERCHANDISING OF GOODEARTH Good Earth speaks the language of Indian luxury through its merchandise and store experience. Good Earth changes its VM from the ground once in a year. The half-hour-long “Enchanted India" playlist by Good Earth, blends nostalgia, heritage and modernity, capturing brand essence with gentle soul and lilting charm. Instagram is Good Earth’s “dressed” window.
PAGE 17
ONLINE AND OFFLINE
COLLABORATION GOODEARTH WITH WILDLIFE TRUST Good Earth, a fashion and lifestyle company, is celebrating its 26th birthday by collaborating with The Wildlife Trust of India on a new art campaign to raise awareness about endangered species. This company promoted sustainable and eco-friendly clothing manufacturing practices and now state that they are striving to increase awareness about endangered animals in India and South Asia. As part of the brand's birthday celebrations, Nitin Brijwal collaborated with UK-based artist Rebecca Campbel to create a unique poster titled 'Living on the Edge,' which Good Earth is selling on its website with all revenues going to The Wildlife Trust of India.
PAGE 18
A GLIMPSE ABOUT WESTSIDE Westside is a leading Indian retail fashion brand, which was was founded in 1998 by Mrs Simone Tata upon her acquisition of the Littlewoods. It caters to the shopping needs of an array of customers in at least 42 cities where it has opened it’s at least 70 stores. It is one of the largest and fast growing retail stores in India and is today operated by Trent, which is owned by the Tata Group. One-stop shop for compelling yet aspirational fashion. Their retail chain offers predominantly an exclusive range of own branded fashion apparel alongside partner brands. Westside has positioned itself as a private label with 97% inhouse brands, with a few exemptions in the beauty segment.
PAGE 20
USP The company focused on two parameters - style and affordability - to communicate to their potential customer segment. The brands were positioned at- "fashion at affordable pricing" platform. Majority of the stocks that Westside sells are their owns, unlike other retail chains who store multiple labels.
PAGE 21
VISION To design & deliver brands that are authentic, trusted for trend, offer exceptional value and sell it in an environment that offers an overall experience.
MISSION To be regarded by our customers as the most relevant retailer of the country". To always be in the forefront of fashion and services by anticipating and exceeding the expectations of customers.
PAGE 22
Affordable pricing
Clothing Home Beauty
Membership
Accessories
4PS OF MARKETING Official Website Other retail website Stand-alone stores, malls Apps
Social media ads Collabarations Blogs Westside Club In-store promotions
PAGE 23
PRODUCT
ESSENTIALS
MEN
BAGS
HOME
WOMEN
BEAUTY
KIDS
SHOES
Below its roof, the company has many product categories, catering to various needs. These have mostly in-house brand displays, along with other brands tied up with them as partners as well. They have a wide product assortment ranging from menswear, Womenswear, kidswear, footwear, cosmetics, perfumes and handbags, household items, accessories, lingerie, and gifts.
PAGE 24
Westside is very focused to charge fair prices for the product offerings.
PRICE
The price variations were done with the aim of tapping all the market segments and customer groups, something it has successfully been able to achieve. It includes: Value pricing Image pricing Promotional discounts Product bundling pricing Seasonal pricing Product-form pricing
PAGE 25
Westside targets on their sales through retail chain stores, most of them are positioned in malls.
PLACE- OFFLINE
The products are distributed from the company's headquarters, which is in Mumbai. Most stores have also been opened solely for women. They sell through their own website, and are available in tatacliq from 2016 and through their apps. Currently, the company has Westside stores measuring approx. 15,000-30,000 sq. ft. in 20 cities in India.
PAGE 26
PLACE- ONLINE WEBSITE
They sell through their own website, and are available in tatacliq from 2016 and through their apps. Also, the inhouse brands of Westside are available on Amazon, Myntra, LBB. Westside has a creative website layout with personalized information included with spot-on trends in the current fashion market.
PAGE 27
PLACE- APPS
Westside products are also available for sale in the apps of Tata Cliq, Amazon, LBB, Myntra.
PAGE 28
PROMOTION
Focus on two parameters - style and affordability - to communicate to potential customers. In-store promotions to give customers, a feeling of greater value. Collaborations with reputed designers, celebrities and influencers. Theme-based stores and advertisement campaigns.
PAGE 29
COMPETITORS
PAGE 30
SWOT ANALYSIS
STRENGTHS Relevant to fashion trends. Brand name of Tata. Affordable pricing Attractive promotions. Good customer base.
OPPORTUNITIES Huge untapped market Rising disposable income Urbanization
WEAKNESSES
Poor inventory turns and stock availability Not much product ranges for middle class. Lack of differentiation
THREATS Competition from organized and local retail players. Entry of various new affordable brands.
PAGE 31
OMNI-CHANNEL STRATEGIES
STORE OPERATIONAL GAMUT
OFFLINE
Focus on select newer categories and providing a better shopping experience to the customers by improving the look and feel of select existing stores. Modernizing older stores and better space allocation based on their category mix, which have a good sales potential. New efforts to improve the services offered at the stores.
PAGE 33
W-STYLE
ONLINE
Good customer engagement through the online channel, keeping all the customers covered. Relevant product information for various product categories, inducing the customers to buy the products. Spot-on styling tips for various occasions using the products of Westside. Staying on track with the latest fashion trends in the market.
PAGE 34
MEMBERSHIP & GIFT CARD
OFFLINE & ONLINE
MEMBERSHIP
GIFT CARD
Unlimited access to fashion
Celebrate special occasions
Style voucher
e-gift cards
In-store experience
Theme-based
More to celebrate on birthdays
Use it for any product
No minimum spend
Redeem at any time
Beauty box
Applicable for both online and offline purchase.
Reward points
PAGE 35
About Nicobar Nicobar was created by Eicher Goodearth Pvt. Ltd, a Lal family-owned company that also controls the Good Earth store chain, one of India's most popular luxury lifestyle brands. The brand was launched in 2016, by Raul Rai and Simran Lal the creators of Goodearth. The brand was named after the spirit of island living which represents Modern India and its growing culture
PAGE 37
The
USP
of
Nicobar
is
to
maintain
a
place
for
holistic
professional and personal growth.
USP
Nicobar
believes
in
working
towards
better
personal
and
professional integration and harmony. Nicobar believes to create a culture and home which nurtures creativity and a sense of calmness.
PAGE 38
Premium
Clothing
pricing
Accessories Jewelry House &Lifestyle
Membership
4PS OF MARKETING Official Website
Instagram video ads Collabarations
Instagram shop Brick and mortar store
Blogs Voyager
Membership
PAGE 39
PRODUCT The products at Nicobar are known for their minimalistic, simple, and calm elements. They believe in making the products multi-purpose which the users can use to layer and experiment with new looks. Although the brand believes in creating minimal designs, they try to inculcate detailing to create a differentiating factor in their products. Most of their products are made from naturally sourced fibers. Nicobar has maintained its fabricconscious standards in the production of all its products.
Womenswear
Menswear
Jewelry
House &Home
Accessories
PAGE 41
PRICE Nicobar’s pricing is prominently on the higher side. They have justified the price by providing premium quality and conscious materials. Even with such differentiated pricing, the brand revealed they get approximately 250 orders a day, with an average basket size of Rs 6000-Rs 7000 selling approximately 800-900 products in a day.
PAGE 40
ONLINE
PLACE Nicobar has 15 offline store across 5 cities, Delhi and Gurgaon, Mumbai, Chennai, Hyderabad, and Bangalore. The specialty of Nicobar stores is that each store has a calming, simplistic vibe to it. They believe in making the experience memorable for every customer who enters the store. Nicobar wants to create a cultural ecosystem for its audience.
PAGE 42
OFFLINE
PLACE
Mumbai
Hyderabad
Bangalore
Delhi
Chennai PAGE 43
PROMOTION Nicobar promotes its products online in the form of videos and images. They have also created a curated playlist of songs on Spotify which reflect their brand's identity. They mainly do catalogs and Instagram promotions.
PAGE 44
COMPETITORS
PAGE 45
SWOT ANALYSIS Growth of local brands offering cheaper products
Expensive products
Brands present on different e-commerce
Crowded website
platforms
Not present on eCommerce channels
Caters to a specific group of customers
Offline stores present only in metro cities
Brand identification is missing on
Kids range is almost negligible
products
WEAKNESS STRENGTH
THREAT OPPORTUNITIES
Minimalistic designs
Can develop a kid's range to make
Offline stores
it a one-stop store.
Wide range of products
Moderate pricing can attract more
Sustainable products
consumers
Huge market size
Be present on different e-commerce channels Can designate a brand ambassador to reach a wider audience.
PAGE 46
OMNICHANNEL SALES ANALYSIS Online 25%
Offline stores 75%
PAGE 47
POST-COVID SALES
PRE COVID SALES
Offline stores 30%
Online 30%
V/S
Offline stores 70%
Online 70%
PAGE 48
OMNICHANNEL STRATEGIES
Offline & Online OUTREACH STRATEGY- Store Nicobar has also developed an impressive outreach strategy of tying up with like-minded groups of people and hosting events even without an apparent sales incentive. For instance, they recently hosted events for Sofar Sounds, a worldwide community of artists and music lovers spread across a network of more than 300 cities globally.
PAGE 50
PAGE 51
Offline & Online NICOTIDE Nicotides is the company's largest and most long-term program. Nicobar offers free home samples, a surprise present with every purchase, free shipping, and the introduction of new capsule collections every full and new moon. Nicobar is now trying to step into experiential marketing, looking at innovative digital integration and experiential spaces such as curated book corners, photo booths, mini theatres, and entrepreneur hubs.
PAGE 52
Online SOCIAL MEDIA One of Nicobar's successful marketing strategies is maintaining a strong social media presence. They produce a lot of video content to convey their message. Nicobar largely depends on social media for their sales as they receive more than 15% of international online orders via Instagram. Customers can directly click on the product on Instagram which re directs them to the website link.
PAGE 53
COMPARITIVE ANALYSIS BRANDS
CATEGORY ONLINE PRESENCE OFFLINE PRESENCE MAJOR SALES REVENUE
lifestyle brand
www.goodearth.in
Stand-alone stores
Online- post covid
MAJOR TOUCH POINT
Luxury shopping experience.
www.westside.com lifestyle brand
lifestyle brand
Also retails in Amazon, LBB, Tata Cliq, Myntra
www.nicobar.com
Stand-alone stores , malls
Stand-alone stores
Online- post covid
Online- post covid
Style and affordability
Conscious, designled lifestyle brand
PROMOTIONS & STRATEGIES Advertisement campaigns, social media posts, collaborations, loyalty program- Cerise cards, gift cards, Instagram videos, instore promotions and VM.
Advertisement campaigns, social media posts, collaborations, loyalty program- Westyle, giftcards, instagram short videos, in-store promotions
Advertisement campaigns, social media posts, collaborations, loyalty programVoyager,instagram short videos, Nicotide
PAGE 54
References https://brandequity.economictimes.indiatimes.com/news/advertising/good-earth-needs-no-advertising/61023947 https://incfact.com/company/goodearthteas-montvale-nj/ https://thevoiceoffashion.com/fabric-of-india/features/good-earth-telling-a-visual-store-y--3080/ https://www.livemint.com/news/business-of-life/good-earth-the-business-of-design-1541625322900.html https://www.goodearth.in/customer-assistance/terms https://www.nicobar.com/ https://www.instagram.com/nicojournal/?hl=en https://www.fortuneindia.com/enterprise/nicobar-driven-by-culture/103814 https://in.apparelresources.com/business-news/retail/building-nicobar-seamless-practices-create-successful-brand/ https://www.slideshare.net/sankarshanjoshi/analysis-of-4ps-of-westside https://www.marketing91.com/marketing-mix-westside/ https://www.tata.com/newsroom/business/westside-story-tata-trent https://www.academia.edu/12013886/Retail_Mix_and_Store_Location_Strategy_of_Westside https://medium.com/@Alakkassery/westside-a-ux-case-study-c3749599f9b0
PAGE 55