Progressive Grocer (India) - - Cover Story -

Name of the par­ent com­pany: Fu­ture Re­tail Ltd. Re­tailer’s name: Foodhall – Part of Fu­ture Group Date of start of oper­a­tions: May 2011 Head­quar­ters: Mum­bai Re­tail for­mat of stores: Gourmet To­tal re­tail area cur­rently un­der op­er­a­tion:

Ap­prox­i­mately 50,000 sq.ft. Num­ber of stores cur­rently in op­er­a­tion:

7 (in­cludes 2 Lit­tle Foodhall) Name of cities/towns where the stores are op­er­a­tional: Mum­bai, Delhi NCR, Ban­ga­lore Size of stores: 5,000 sq.ft to 14,000 sq.ft. Av­er­age foot­falls per day: 5000 peo­ple across all Foodhall stores SKU count in stores: 10,000 SKUS on av­er­age

Ini­tia­tives for build­ing cus­tomer loy­alty: The chain has in­tro­duced a new pro­gram called Foodhall Ex­clu­sive. Foodhall Ex­clu­sive is more than just any loy­alty pro­gram. It is an en­deav­our to in­dulge its most loyal cus­tomers with unique of­fer­ings and per­son­al­ized ser­vices – some­thing they have never ex­pe­ri­enced be­fore. It’s an in­vite-only pro­gram and is meant to de­light the top 1000-1500 cus­tomers. One of the main pil­lars of this pro­gram is the Re­la­tion­ship Man­ager. Ev­ery cus­tomer who en­rolls for this pro­gram gets a RM as­signed to him/her. He acts as a one point con­tact for cus­tomer’s needs like gro­cery shop­ping, gift­ing, party menu plan­ning, home de­liv­ery, prod­uct and events in­for­ma­tion or ad­dress­ing any spe­cial di­etary re­quire­ments.

Cus­tomers also earn ex­cit­ing cash­backs ev­ery time they shop. They be­come the first ones to know of new launches, get com­pli­men­tary home de­liv­ery ser­vices and a bev­er­age of choice, on the house, ev­ery time they visit the store.

Tools and tech­nol­ogy: Foodhall uti­lizes tech­nol­ogy to pro­vide seam­less, easy and the best ex­pe­ri­ence for its pa­trons. To name one, it has re­placed hand­held scan­ning de­vices with mounted scan­ners fixed at the cash tilts, thus en­abling quicker scan­ning and faster billing. Prod­ucts are now sim­ply slid across the fixed scan­ner thus short­en­ing the time con­sumers spend at billing.

Foodhall’s in­ter­nal MIS sys­tem is strong enough to pro­vide data, which can then be com­pared with the cur­rent world trends and emerg­ing trends. It uses the data ex­ten­sively but also strongly feels that talk­ing to your cus­tomers pro­vides the best con­sumer in­sights.

Pri­vate la­bel ini­tia­tives: “En­gag­ing with cus­tomers on a daily ba­sis also gives you a bet­ter per­spec­tive about the gaps in the mar­ket. With this un­der­stand­ing, Foodhall has cre­ated in-house brands that closes those gaps,” says Avni Biyani. Foodhall has launched spe­cialty brands for niche prod­ucts such as The House of Tea, ARQA, Bus­taan, Tra­di­tions and Foodhall Spe­cials.

For peo­ple who love shar­ing their love for food, Foodhall of­fers cus­tomised ser­vices — Blue Rib­bon Gift­ing by Foodhall and Party Chef Menu. “Food trends in Foodhall even­tu­ally be­come mass trends after a few years,” says Avni.

Sup­ply chain man­age­ment: The re­tailer works ef­fec­tively with ven­dors to en­sure that items that are unique to Foodhall get de­liv­ered to all its stores ir­re­spec­tive of the ven­dor’s ca­pa­bil­ity to do so on their own. For in­stance, cheese has been shipped by air and picked up from the air­port; ice-creams were sent by trains and picked up at rail­way sta­tions. Foodhall has now built-in fixed days for all such ven­dors to ship their prod­ucts on the same day of the week in or­der to in­crease ef­fi­cien­cies.

Foodhall is en­gaged in ex­ten­sive work at both the front-end and back­end. The re­tailer en­cour­ages the ven­dors to pro­vide fresh stock and it does a thor­ough check to en­sure con­sis­tency. This way, it is able to en­sure that cus­tomers al­ways get fresh stocks and that helps to build a pos­i­tive per­cep­tion about the brand.

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