With retail emerging as a hard-to-miss channel for most brands looking to connect with their shoppers, more and more segments are looking at enhancing their retail presence. The latest to join the bandwagon is the paints industry. Point of Purchase shares some details on paint brand Jotun Paints India’s new multi-colour retail concept.
The Jotun ‘Multicolour outlet’ has been positioned as a one-stop solution to its customers adding ease and convenience in helping them make the right buying decision for their homes. Thus panels that display different textures and colours offered by the group, exhibition of decorative paints and facilities enabling the consumer to choose their desired colour and then receive the desired amount of the same on the spot are some of the features that have been incorporated in the store. Says Percy Jijina, Sales Director - Decorative, Jotun Paints India Pvt Ltd, “This is extremely viable for those who require small amounts of a particular shade.”
The Jotun Multicolour Outlet offers:
Housing interior, exterior and textured paint products
Colour consultation desk
Units to help customers to select colours
Colour Bars - Colour selection chips that helps customers to select the right colour combinations
Panel Display Unit - Helping customers to select texture range of products
Preview facility - Customer can bring their home photograph and have its preview
The ‘Multicolour Showroom’, as the outlets are called, aims at ensuring better access to cost-efficient quality paint products to the consumer. Besides, Jotun also aims at providing a complete touch and feel experience to the consumer, while simultaneously building brand loyalty.
According to Jijina, the following are some of the trends in the market based on which the outlet has been positioned:
Shoppers today are acknowledging colour therapy as an important influencing factor for their moods and emotions. And the industry is taking note of this trend seriously. Accordingly, outlets are strategized to enhance this factor in triggering the buying decisions of the consumer.
Leveraging on the buyers’ need for the touch and feel factor in this segment, more and more outlets are coming up. Little wonder then that Jotun itself has set up close to 250 exclusive retail outlets across the country. These retail outlets are professionally designed with technical expertise and friendly management to provide guidance.
Given the challenges in the competitive market, Jotun has clearly defined its differentiated approach and the advantage the brand offers through its retail outlets. Says Jijina explaining this, “We have entered the market at a time when it is ready to receive us. The market seems eager for a change. In India, paints have traditionally been sold in hardware stores and most paint brands have followed the retail route of multibrand stores. However, with the growth of the Indian paint industry, and the recognition of individual brands, prominent players have recognized the need for exclusive outlets/showrooms. The success of these outlets lies in the fact that the consumer can negate the time taken to choose between brands, and instead focus on product choice without having to worry about quality.”
He explains further talking about the value additions that the brand’s outlets offer to customers, “Not only do we engage the customers in the decision making process of painting their homes, but we have also reduced the dependence on the contractor to choose the colours to be used for painting.”
Well, the Indian paint industry in the country is reportedly expected to be close to Rs 21,000 crore. Given this, it is safe to predict a 9% to 10% increase in the next five years, according to Jijina. With the decorative industry paint ratio increasing from 70:30 to 50:50, the future of the industry seems to be strong and this is exactly what Jotun is betting on. And, having already set up exclusive retail outlets across the country in a span of 4 years, the company now plans to extend its reach, making it products readily available across the country.
“The aim is to provide an opportunity in every corner of the country to help their customers build their dream homes,” says Jijina
Percy Jijina Sales Director - Decorative Jotun Paints India Pvt. Ltd.