ABFRL & 3M So­lu­tions

Van Heusen store at Orion Mall, Ban­ga­lore re­cently re­vamped its look by re­do­ing its sur­faces with the vari­ants of Sur­face Fin­ish Films (SFF), wall graphic films and and Mir­ror Fasara Film (MFF) by 3M. Through Quick Re­fur­bish­ment the brand pre­vented sale l

VM&RD - - Contents -

After pour­ing in big bucks on launch­ing stores across the coun­try, many brands and re­tail­ers of­ten have to tackle the is­sue of wear and tear ev­ery 2-3 years on an av­er­age. Usu­ally tak­ing three weeks for par­tial ren­o­va­tion, stores sales usu­ally take a beat­ing dur­ing this pe­riod. Over­com­ing this chal­lenge, The Cen­tral Pro­cure­ment Cell – VM team at Aditya Birla Fash­ion Re­tail Ltd aided by the newly launched Sur­face Fin­ish Films by 3M com­bined with dif­fer­en­ti­ated 3M graphic so­lu­tions range, cre­ated a very new, cost-ef­fec­tive, qual­i­ta­tive and aes­thet­i­cally ap­peal­ing al­ter­na­tive for “Par­tial Ren­o­va­tion” that is “Quick Re­fur­bish­ment.”

“At the Van Heusen store, we used it mainly for win­dow dis­play, in-store walls, floor-fix­tures, mir­rors, trial rooms and cash counter. The rea­son we used these sur­face fin­ish films from 3M was mainly to en­hance the aes­thet­ics and ba­sic store hy­giene, while it’s also an ex­cel­lent sur­face to cover-up the wear and tear of the store over past years. An av­er­age 1000 sq.ft. store can be done in two nights; so you don’t have to close the store and thus there’s no ‘loss of sale’,” ex­plains Anu­raag Sing­hal, Group VM- Cre­ative Lead, CPC, ABFRL. The com­plete process at the Van Heusen store was done dur­ing non-work­ing hours, after store clo­sures. Through this process, the com­pany saved sale loss for 21 days (which is the av­er­age num­ber of days for par­tial ren­o­va­tion) and re­fur­bish­ment hap­pened in 3 over-nights, in­clud­ing paint­ing and LED’s changeover. The brand wit­nessed 80-90% cost sav­ing with this process.

Shashank Mishra, Na­tional Re­tail Op­er­a­tions Man­ager-Van Heusen, shares, “With such projects your store speaks for the values and ex­pe­ri­ences you strive to de­liver.” Adding to this Jayanti Ganguly, Re­tail Di­rec­tor-Van Heusen says, “Sur­prised with the out­come, the speed of ex­e­cu­tion is phe­nom­e­nal and has ex­cited the brand and store staff.”

3M Sur­face Fin­ish Films are unique ar­chi­tec­tural fin­ishes de­signed to pro­vide a new look and feel with close re­pro­duc­tion of pop­u­lar wood grains, stones, in­ter­est­ing ab­stracts and solid colours in an ex­ist­ing or new re­tail store. Speak­ing on the ben­e­fits, Ash­win Ka­padi, Gen­eral Man­ager –Com­mer­cial So­lu­tions Di­vi­sion from 3M In­dia shares, “While the cost ben­e­fit will de­pend on the de­sign se­lected, area to be re­freshed and other pa­ram­e­ters of the re­tail store, over­all sav­ings can be as high as 50% when com­pared to the over­all ex­pen­di­ture of do­ing a par­tial ren­o­va­tion of a store.”

3M Sur­face Fin­ish Films with a dura­bil­ity of 4 years can eas­ily be ex­pected in all in­door store en­vi­ron­ments. The film is suit­able for ap­pli­ca­tion on most com­mon in­te­rior sur­face. 3M SFF can be re­placed by ei­ther ap­ply­ing an­other layer of SFF over ex­ist­ing film or can be re­moved from most sub­strates. Happy with the first project, ABFRL plans use 3M Sur­face Fin­ish Films to roll-out quite a few stores, fix­tures, fa­cades and win­dow dis­plays.

Cred­its:

Anu­raag S, Group VM Cre­ative Lead, ABFRL Gun­jan Thakkar, Ex­ec­u­tive, Cre­ative VM Lead, CPC

Syed Sha­jril, Store Man­ager-Van Heusen, Orion Mall

Water­matt, 3M Au­tho­rized Part­ner

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