The unprecedented pandemic situation has prompted retailers to innovate their marketing strategies. Many reputable brands have reached out to housing complexes with their products to tap the captive audience.
Leading retail brands from lifestyle, footwear and grocery to food and electronics have already reached the doorsteps of big complexes and some others are in advance stages of discussions to start the initiative.
Some retail biggies that have already started the initiative, include Pantaloons, Shoppers Stop, Spencer’s, Bata, Khadim’s, Fabindia, Manyavar and Behrouz Biryani. Some other big names like Sreeleathers and Great Eastern Retail will soon start the initiative. They are in talks with big housing projects.
MD of Merlin Group, Saket Mohta, pointed out that Fabindia has already put up its stalls at some of the housing complexes of their group like Merlin Residency on Prince Anwar Shah Road. “In fact, Fabindia will reach out to our housing complex in Sodepur, Merlin Maximus. To tap the festive season, brands like Pantaloons and Manyavar are putting up stalls on all four Puja days at Merlin Waterfront,” he said.
Jayanto Bhattachrji, treasurer of Genexx Valley Welfare Society, said during last weekend, Pantaloons, Bata, Khadim’s and some food chains had set up stalls at the complex. “Some stalls were there for four days and some for two days. This was only for the people in our complex,” he added. Rishi Jain, MD of Jain Group, said that at their housing project in Rajarhat, merchandising activities at doorstep were organized this month.
Shoppers Stop will launch the apartment sale in Kolkata during Durga Puja whereby it’s taking the store to the residential complexes to reach out to the customers directly. “This initiative is currently held in housing complexes like Bengal Greenfield Heights in the proximity of their Rajarhat store. The brand has received a great response on their private and exclusive brands,” a company spokesperson said.
Elaborating on the initiative, GM (east) of Spencer’s Retail, Kaushik Ganguly, said that for the company, health and safety of the customers is extremely important. “Keeping this in mind, we have ramped up our efforts to directly go to the customers in the apartment complexes through our out of store business channel. We have also reached out to customers through our Resident Welfare Association (RWA) programme across the country,” he added.
Sangeeta Pendurkar, CEO,Pantaloons, said the firm has reached out to a large base of consumers in April 2020 to understand shifts in shopping preferences. “It was clear that about two-thirds of the consumers were unlikely to step out for shopping in the immediate future.”
Barun Banerjee, manager (business development), Khadim’s, said it has started the initiative from August. “Every weekend, we are doing this initiative called ‘Near Me’. We are primarily choosing big complexes which are away from the market,” he added. Sudipta Deb Manna of Bata Grand Arcade explained that it’s selecting housing societies based on occupancy level, availability of retail brands nearby and purchasing power. “We have already done this initiative in Ekta Flora, Eden City, Highland Woods and are planning to do it in Udita,” he added.
Rachita Dey, director, Sreeleathers, said they would start the initiative soon. Pulkit Baid, director of Great Eastern Retail, said they have also started talks with complexes.