Gain­ing a foothold

The Smart Manager - - Gaining A Footholdfirst Serve -

It is rare that one prod­uct makes a brand—but this has been the case with Wood­land. It was their first hand-stitched leather shoe that helped them make a mark when their par­ent com­pany, Aero Group, en­tered the In­dian mar­ket in 1992. Ever since then, the com­pany’s fo­cus has been on scal­ing their busi­ness in the coun­try and gain­ing recog­ni­tion as a leader in out­door footwear. Its rev­enue has grown from R750 crore to R1,350 crore in the last five years, and the com­pany has in place am­bi­tious ex­pan­sion plans. What has con­trib­uted to this re­mark­able stride are an in­no­va­tion-cen­tric cul­ture and un­wa­ver­ing cus­tomer fo­cus.

While the con­cept of truly un­der­stand­ing your cus­tomer’s needs seems like an ob­vi­ous one, many com­pa­nies ei­ther fail to do it com­pletely or sim­ply do not in­vest enough time and ef­fort into the process. At Wood­land World­wide— whether it is a light­weight jacket for ac­tive pur­suits or a sum­mit parka for the cold­est places on earth, the fo­cus is on cre­at­ing truly func­tional so­lu­tions for out­door and ad­ven­ture en­thu­si­asts.

Re­tail is still about read­ing the minds of your cus­tomers to know what they need and cre­ate a flaw­less ex­pe­ri­ence. The days of the un­con­nected shop­per in a mono-chan­nel world are over; ac­cord­ing to a re­cent study, the per­cent­age of those us­ing tech­nol­ogy dur­ing


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