FOODHALL AT A GLANCE
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.