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.
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.