Len­ovo

In a bid to strengthen its re­tail foothold in Mum­bai and con­nect bet­ter with its shop­pers, PC ma­jor Len­ovo has an­nounced the launch of four new stores in the city. Point Of Pur­chase brings you the de­tails.

Point of Purchase - - CONTENTS - Fairy Dharawat

Len­ovo, a brand syn­ony­mous with PCs and lap­tops, has de­cided to ramp up its re­tail pres­ence by open­ing mul­ti­ple re­tail stores in Mum­bai. Len­ovo is one of the largest ex­clu­sive PC re­tail­ers with over 1000 stores across the coun­try and the cur­rent ex­pan­sion is in line with the com­pany’s plans to build a stronger re­tail in­fra­struc­ture and drive hy­per growth in the In­dian PC mar­ket. Speak­ing about the new move, Ra­jesh Thadani - Di­rec­tor of Con­sumer Seg­ment, Len­ovo In­dia, said “Mum­bai has a large youth pop­u­la­tion who form the ma­jor­ity of ac­tive In­ter­net users in In­dia to­day and the num­ber keeps grow­ing. We en­vis­age a huge op­por­tu­nity here with ‘Gen Next’ in­creas­ingly driven by speed, en­ter­tain­ment, con­ve­nience and mo­bil­ity in PCs. Our lat­est range per­for­mance ma­chines are rid­ing on this wave and our strong net­work of branded Len­ovo stores will make next gen­er­a­tion com­put­ing ex­tremely ac­ces­si­ble to our cus­tomers across Mum­bai. Our aim is to get closer to cus­tomers and per­co­late the Mum­bai mar­ket with 35 stores by the end of this fi­nan­cial year.” Ac­cord­ing to a study done by the com­pany, a lot of con­sumers are more com­fort­able buy­ing over the counter with the as­sis­tance of the sales staff. And in or­der to en­sure that the shop­pers and con­sumers are get­ting their money’s worth, Len­ovo de­cided to be close to them where they can of­fer value added ser­vices. Len­ovo tied up with Ad­dict In­foTech for ex­clu­sive part­ner­ships for 4 new stores. Speak­ing on the al­liance, Vipin Sharma, Pro­pri­etor, Ad­dict In­foTech said, “Len­ovo has great eq­uity in the In­dian PC mar­ket and we are proud to part­ner them to ad­dress the bur­geon­ing PC re­quire­ments of con­sumers in Mum­bai. Len­ovo stores are unique in their de­sign, ex­pe­ri­ence and con­sul­ta­tive ap­proach, and we be­lieve that this USP sets them apart from the other play­ers in the mar­ket.” Len­ovo’s re­tail moves stem from their be­lief that the In­dian con­sumers need a lot of in­for­ma­tion when it comes to pur­chas­ing some­thing like a PC and they seek in­formed ad­vice. Thus com­pany owned stores be­come an im­por­tant tool to pro­mote the brand along with of­fer­ing a lot of value added sell­ing. In terms of store for­mats, Len­ovo ex­plored dif­fer­ent op­tions, from smaller for­mats to a re­gional dis­tri­bu­tion model while fo­cus­ing on the kind of im­pact these stores would have on the mar­ket. From a busi­ness per­spec­tive, Len­ovo be­lieves that ex­clu­sive stores of­fer bet­ter prospects be­cause of the pos­si­bil­ity of highly pen­e­tra­ble busi­nesses. They be­lieve that com­pared to a multi brand store, where busi­ness is of­ten fluc­tu­at­ing, ex­clu­sive stores of­fer greater sta­bil­ity. Len­ovo cur­rently has 19 ex­clu­sive stores in Mum­bai and 85 stores across Ma­ha­rash­tra. It fur­ther plans to ramp up its re­tail pres­ence here by adding 25 more stores by the end of Q2 FY 201213 and 35 stores by the end of FY 201213, be­sides build­ing a stronger re­tail net­work through its ex­ist­ing part­ners namely.

Mum­bai has a large youth pop­u­la­tion who form the ma­jor­ity of ac­tive In­ter­net users in In­dia to­day and the num­ber keeps grow­ing. We en­vis­age a huge op­por­tu­nity here with ‘Gen Next’ in­creas­ingly driven by speed, en­ter­tain­ment, con­ve­nience and mo­bil­ity in PCs.

Ra­jesh Thadani Di­rec­tor of Con­sumer Seg­ment Len­ovo In­dia

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