Point of Purchase - - CONTENTS - Fairy Dharawat

With re­tail emerg­ing as a hard-to-miss chan­nel for most brands look­ing to con­nect with their shop­pers, more and more seg­ments are look­ing at en­hanc­ing their re­tail pres­ence. The lat­est to join the band­wagon is the paints in­dus­try. Point of Pur­chase shares some de­tails on paint brand Jo­tun Paints In­dia’s new multi-colour re­tail con­cept.

The Jo­tun ‘Mul­ti­colour out­let’ has been po­si­tioned as a one-stop so­lu­tion to its cus­tomers adding ease and con­ve­nience in help­ing them make the right buy­ing de­ci­sion for their homes. Thus pan­els that dis­play dif­fer­ent tex­tures and colours of­fered by the group, ex­hi­bi­tion of dec­o­ra­tive paints and fa­cil­i­ties en­abling the con­sumer to choose their de­sired colour and then re­ceive the de­sired amount of the same on the spot are some of the fea­tures that have been in­cor­po­rated in the store. Says Percy Ji­jina, Sales Di­rec­tor - Dec­o­ra­tive, Jo­tun Paints In­dia Pvt Ltd, “This is ex­tremely vi­able for those who re­quire small amounts of a par­tic­u­lar shade.”

The Jo­tun Mul­ti­colour Out­let of­fers:

Hous­ing in­te­rior, ex­te­rior and tex­tured paint prod­ucts

Colour con­sul­ta­tion desk

Units to help cus­tomers to se­lect colours

Colour Bars - Colour se­lec­tion chips that helps cus­tomers to se­lect the right colour com­bi­na­tions

Panel Dis­play Unit - Help­ing cus­tomers to se­lect tex­ture range of prod­ucts

Pre­view fa­cil­ity - Cus­tomer can bring their home pho­to­graph and have its pre­view

The ‘Mul­ti­colour Show­room’, as the out­lets are called, aims at en­sur­ing bet­ter ac­cess to cost-ef­fi­cient qual­ity paint prod­ucts to the con­sumer. Be­sides, Jo­tun also aims at pro­vid­ing a com­plete touch and feel ex­pe­ri­ence to the con­sumer, while si­mul­ta­ne­ously build­ing brand loy­alty.

Ac­cord­ing to Ji­jina, the fol­low­ing are some of the trends in the mar­ket based on which the out­let has been po­si­tioned:

Colour Ther­apy:

Shop­pers to­day are ac­knowl­edg­ing colour ther­apy as an im­por­tant in­flu­enc­ing fac­tor for their moods and emo­tions. And the in­dus­try is tak­ing note of this trend se­ri­ously. Ac­cord­ingly, out­lets are strate­gized to en­hance this fac­tor in trig­ger­ing the buy­ing de­ci­sions of the con­sumer.

Ex­clu­sive Out­lets:

Lever­ag­ing on the buy­ers’ need for the touch and feel fac­tor in this seg­ment, more and more out­lets are com­ing up. Lit­tle won­der then that Jo­tun it­self has set up close to 250 ex­clu­sive re­tail out­lets across the coun­try. These re­tail out­lets are pro­fes­sion­ally de­signed with tech­ni­cal ex­per­tise and friendly man­age­ment to pro­vide guid­ance.

Given the chal­lenges in the com­pet­i­tive mar­ket, Jo­tun has clearly de­fined its dif­fer­en­ti­ated ap­proach and the ad­van­tage the brand of­fers through its re­tail out­lets. Says Ji­jina ex­plain­ing this, “We have en­tered the mar­ket at a time when it is ready to re­ceive us. The mar­ket seems ea­ger for a change. In In­dia, paints have tra­di­tion­ally been sold in hard­ware stores and most paint brands have fol­lowed the re­tail route of multi­brand stores. How­ever, with the growth of the In­dian paint in­dus­try, and the recog­ni­tion of in­di­vid­ual brands, prom­i­nent play­ers have rec­og­nized the need for ex­clu­sive out­lets/show­rooms. The suc­cess of these out­lets lies in the fact that the con­sumer can negate the time taken to choose be­tween brands, and in­stead fo­cus on prod­uct choice with­out hav­ing to worry about qual­ity.”

He ex­plains fur­ther talk­ing about the value ad­di­tions that the brand’s out­lets of­fer to cus­tomers, “Not only do we en­gage the cus­tomers in the de­ci­sion mak­ing process of paint­ing their homes, but we have also re­duced the de­pen­dence on the con­trac­tor to choose the colours to be used for paint­ing.”

Well, the In­dian paint in­dus­try in the coun­try is re­port­edly expected to be close to Rs 21,000 crore. Given this, it is safe to pre­dict a 9% to 10% in­crease in the next five years, ac­cord­ing to Ji­jina. With the dec­o­ra­tive in­dus­try paint ra­tio in­creas­ing from 70:30 to 50:50, the fu­ture of the in­dus­try seems to be strong and this is ex­actly what Jo­tun is bet­ting on. And, hav­ing al­ready set up ex­clu­sive re­tail out­lets across the coun­try in a span of 4 years, the com­pany now plans to ex­tend its reach, mak­ing it prod­ucts read­ily avail­able across the coun­try.

“The aim is to pro­vide an op­por­tu­nity in ev­ery cor­ner of the coun­try to help their cus­tomers build their dream homes,” says Ji­jina

Percy Ji­jina Sales Di­rec­tor - Dec­o­ra­tive Jo­tun Paints In­dia Pvt. Ltd.

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