Walking on new turf
Woodland the sports and adventure wear brand has expanded its products portfolio with the launch of skin care products meant for outdoor enthusiasts. Amol Dhillon, VP, Woodland, shares with us the brand’s retail strategy for the new range. In 1992 when Woodland entered India, the domestic footwear market was largely unorganised. Soon the brand was able to create a niche category of specialised ‘outdoor adventure sports shoes’. Since then, Woodland has been the first choice for sports enthusiasts and adventurists. And now with the launch of skin care products the brand moves closer to its target consumers. Amol Dhillon, VP, Woodland, shares with us the brand’s retail strategy for the new range.
a ‘one stop shop’ while they go outdoors. We want to give our customers a holistic shopping experience. Hence, we are focusing on providing products that customers can use while being outdoors, that will eventually help to protect themselves from UV rays and extreme climatic condition
What is the stratagem to attract shoppers to this entire new range?
Our target audience would broadly comprise adventurists, athletes and people who enjoy outdoors. However we are not confining our products to the above mentioned segments; it is open to all and would suit anyone as our products are eco and skin friendly.
Speaking of green initiatives, could you tell us more about your Carbon Neutral Stores?
‘Carbon Neutral’ retail chain is a customerengagement initiative under ‘ProPlanet’ through which we aim to attain zero carbon emissions from our retail stores spread across the country. This ongoing campaign was initiated to propagate the message on ‘adopting an Eco-friendly’ life style to the masses. The campaign has been initiated at Delhi NCR and Karnataka in the first phase and will soon roll out nationally. The Campaign encourages customers to exchange their carbon credits with rewards / discounts on Woodland products. We aim to be country’s first carbon neutral retail chain by 2015. Proplanet is a community that is dedicated towards conserving nature. We at Woodland realize the importance of eco-consciousness and have embraced it as one of our key objectives; we use this forum to share our passion for social cause. Our ultimate goal is to inspire the next generation and increase their participation in the conservation of nature. Today, where staying connected to each other has become almost mandatory, we use this platform to discuss issues related to nature and environment. We actively participate with the audience who share the same interest as us. Listed below are few of Woodland ProPlanet initiatives: Starting in-house, Woodland uses eco-friendly materials and processes for production of its products.