Brands in Malls Pro­vid­ing Unique Retail Ex­pe­ri­ences

Shopping Center News - - COVER STORY -

ThickShake Fac­tory is the home to mouth-wa­ter­ing shakes and bev­er­ages. Started by broth­ers Yesh­wanth and Ash­win, ThickShake Fac­tory’s ͤrst store opened in Hy­der­abad in 2013. In three years, the brand had the world sip­ping on its awe­some­ness. The name was de­cided upon to dif­fer­en­ti­ate the prod­uct from reg­u­lar milk­shakes in In­dia. The brand has 87 out­lets across 20 cities in In­dia and one in­ter­na­tional out­let in LA, Cal­i­for­nia. They are tar­get­ing 200+ out­lets by 2019.

The ThickShake Fac­tory is In­dia’s ͤrst premium ThickShake Brand and brought to In­dia the con­cept of run­ning a cold dessert bev­er­age-cen­tric Quick Ser­vice Busi­ness for the ͤrst time. They are the cat­e­gory cre­ators of the prod­uct fo­cus­ing on spe­cialty re­tail­ing of shakes. The unique con­cept of mak­ing the busi­ness out of milk­shakes by bet­ter­ing it is what the brand is has been fo­cus­ing since its launch. Be­ing prob­a­bly the only brand in the seg­ment that con­trols the en­tire value chain from the sup­ply of raw ma­te­ri­als to the end prod­uct, this helps cre­ate uni­for­mity in the over­all taste and con­sis­tent prod­uct qual­ity across lo­ca­tions. The USP of the brand is the thick­ness of the shakes which cre­ates and the un­matched qual­ity of the prod­uct.

“Over the last four years, the brand has ac­tively cre­ated a change in the way In­dia con­sumes cold bev­er­ages. The ThickShake Fac­tory has con­sis­tently man­aged to en­gage with its au­di­ence on So­cial Me­dia, en­hanc­ing their ex­pe­ri­ence with the brand. They have seen a quar­ter-on-quar­ter growth of 40 per­cent in cities like Chen­nai and around 20 per­cent on an av­er­age across stores. The year-on-year av­er­age sales growth is about 120 per­cent which is nearly 4X the in­dus­try stan­dard,” says Yesh­wanth Nag Mocherla, Co­Founder, ThickShake Fac­tory.

A ro­bust Loy­alty Pro­gram is an­other ef­fec­tive way to en­gage with the cus­tomers.

Ac­cord­ing to Mocherla, “Ex­pe­ri­en­tial / im­mer­sive com­merce is one of the fastest grow­ing seg­ments in retail. It is all about telling a story. With the ad­vent of the dig­i­tal age, to­day a cus­tomer car­ries a store in his/ her hand. This means that they need to be im­mersed in the brand mes­sag­ing, sur­round­ing them with the life­style that the brand rep­re­sents long be­fore they set foot in the store. The con­cept of spe­cialty retail, in any cat­e­gory, has tremen­dous po­ten­tial.”

Ur­ban Lad­der– In a mar­ket clut­tered with var­i­ous e-com­merce mar­ket­places that al­low con­sumers to buy dif­fer­ent prod­uct cat­e­gories from as many sellers/ven­dors as pos­si­ble, Ben­galuru-based on­line fur­ni­ture re­tailer, Ur­ban Lad­der set its eyes on be­ing dif­fer­ent from Day One. From cre­at­ing an on­line fur­ni­ture brand that con­sumers trust and buy from, Ur­ban Lad­der has to­day ex­panded off­line ag­gres­sively in or­der to ex­tend the ͤve-sense ex­pe­ri­ence to their cus­tomers. Apart from touch and feel, the brand pro­vides home so­lu­tion and in­te­rior de­signer ser­vices to clients.

Chum­bak – The USP of Chum­bak is its prod­uct as­sort­ment which has been en­tirely cre­ated on a fun and col­or­ful de­sign phi­los­o­phy. From look­ing at in-store en­gage­ment with our cus­tomers through ac­ti­va­tions such as ‘Wheels of For­tune’ to store open­ing ex­pe­ri­ences that in­clude for­tune cook­ies be­ing given out on open­ing, the idea of en­gage­ment at the store is to en­sure our cus­tomers ͤnd enough rea­sons to re­turn to the store and ͤnd ran­dom sur­prises that will make them happy and satisͤed.

Chai Point – Chai Point, In­dia’s largest or­ga­nized Chai re­tailer, brings a per­fectly brewed cup of Chai made with fresh, nat­u­ral in­gre­di­ents to ofͤces and work­ing pro­fes­sion­als around the coun­try. With over 100 ser­vice hubs, Chai-on-Call and boxC.in are de­signed for cor­po­rate, Chai Point is rev­o­lu­tion­iz­ing the way Chai is con­sumed in In­dia. Chai Point also re­tails its own brand of con­sumer pack­aged goods, Made-For-Chai, which are bite­sized snacks.

Smoor – Choco­lates, cakes and sin­ful del­i­ca­cies, Smoor presents the con­sumers with a new world of true cou­ver­ture choco­lates and more, made from real and au­then­tic in­gre­di­ents con­cocted by mas­ter choco­latiers from around the world. Pa­trons come from far and wide to visit their lounges to sam­ple the unique taste of Smoor’s wares and won­der at the brand’s ex­quis­ite and ex­clu­sive pack­ag­ing.

De Moza – De Moza brings a spe­cial­ized ex­pe­ri­ence for its con­sumers in the form of su­perͤne bio wash cot­ton and vor­tex vis­cose fab­ric with stretch prop­er­ties. Their mantra is sim­ple – to bring the lat­est trend to the cus­tomer at af­ford­able prices and with best in class qual­ity.

Spec­s­mak­ers – Spec­s­mak­ers Op­ti­cians Pvt Ltd is one of South In­dia’s fastest grow­ing op­ti­cal retail chain with a vi­sion to pro­vide best qual­ity eye wear prod­ucts, ser­vices at af­ford­able price range, Their unique ser­vices in­clude eye test­ing, free re­pairs and clean­ing of eye­wear.

THE THICKSHAKE FAC­TORY HAS CON­SIS­TENTLY MAN­AGED TO EN­GAGE WITH ITS AU­DI­ENCE ON SO­CIAL ME­DIA, EN­HANC­ING THEIR EX­PE­RI­ENCE WITH THE BRAND. THEY HAVE SEEN A QUARTERON-QUAR­TER GROWTH OF 40 PER­CENT IN CITIES LIKE CHEN­NAI AND AROUND 20 PER­CENT ON AN AV­ER­AGE ACROSS STORES. - Yesh­wanth Nag Mocherla

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