OMNICHANNEL STRATEGIES

National Institute of Fashion Technology, Kannur

OMNICHANNEL RETAIL AND SALES MANAGEMENT (Assignment-1)

OMNICHANNEL STRATEGIES Brands: Goodearth, Westside, Nicobar Submitted to: Ms. Pavol Sahadevan, Asst. Prof. NIFT Kannur

Submitted by: Brinda S (MFM/21/211) Hetvi Parekh (MFM/21/401) Namita Ann Abel (MFM/21/822)

TABLE OF CONTENTS

01

GOODEARTH

54

19

WESTSIDE

55

36

NICOBAR

COMPARITIVE ANALYSIS

REFERENCES

ABOUT GOODEARTH Good earth is one of the few luxury retail brands in India.

They are known for their home décor, lifestyle products and accessories.

The brand celebrates the heritage of the Indian subcontinent and of the surrounding areas across Asia by creating unique design stories.

The essence of Indian style is captured in the use of vibrant colours.

Ms. Anita Lal is the founder of Good Earth in the year 1996.

They opened their first store in Mumbai at Kemps Corner.

PAGE 01

MISSION “To bring joy in everyday living"

VISION 1. Values of sustainability. Sustaining tradition & ecology is a core values.

2. Encouraging quality craftsmanship & revival of lost Indian traditions that are beneficial to the environment & to society.

PAGE 02

Premium pricing

Apparel

Home Decor

Membership cards

4PS OF MARKETING Brick and mortar store Official Website

Instagram video ads Blogs Collabarations

Instagram shop

Word of Mouth

PAGE 03

PRODUCT Goodearth has a wide range of product range when comes to both Home décor and Clothing.

Home décor includes dinner wear, cutleries, table linen, tea and coffee sets, mugs, vases, candle stands, centerpieces, lanterns, bed collections, cushions and so on.

Clothing include Kurtis, tops, dresses, tunics, bags, jewelry and so on.

APPAREL - WOMEN

HOME DECOR

APPAREL - MEN

KIDS PAGE 04

BANGALORE

JODHPUR

HYDERABAD

PLACE OFFLINE Goodearth has its headquarters in Hyderabad.

They have stores in Delhi, Jaipur, Chennai, Jodhpur, Bangalore, Hyderabad, Jodhpur.

PAGE 05

JAIPUR

CHENNAI

MUMBAI

PLACE - OFFLINE

DELHI

PAGE 06

PLACE - ONLINE STORE

PAGE 07

PRICE

Goodearth is a luxury brand which follows premium pricing strategy. Depending on the product, price range starts from 1500rs and goes upto 70,000rs.

PAGE 08

PROMOTION The name ' GOODEARTH' it self act as a promotion for the brand. The ambience of the store itself gives a luxurious feel to the customer and beauty of the products makes them to buy. Instagram posts, deals and offers, Magazines, collaborations are few of their core promotional mediums for better engagement with the customers.

PAGE 09

COMPETITORS

PAGE 10

SWOT ANALYSIS

S

W

O

T

STRENGTH

WEAKNESS

OPPORTUNITIES

THREAT

Can expand in the foreign market, as demand for contemporary Indian expression and accessories is huge.

Design language and themes being replicated or adapted and sold at much cheaper rates on online portals and unbranded retail stores.

Brands focus on Indian luxury, niche market and is still unexplored in the Indian market

Limited presence over India.

Not available in tier 2 cities, which has a potential spending capacity.

PAGE 11

OMNICHANNEL STRATEGIES

PAGE 12

Membership card and gift cards

Social media

Visual merchandise

Collabration

PAGE 13

ONLINE AND OFFLINE

MEMBERSHIP CARD - CERISE Cerise is an omni-channel loyalty program by Good Earth.

Customers shopping for more than Rs 1 lac in a year are automatically enrolled as Cerise members and earn 10% of their purchase value going forward as Cerise Points redeemable.

Once a customer reaches the milestone of Rs 5 lac (or above) spent in one year, the customer becomes a Cerise Sitara member and starts earning 15% of their purchase value as Cerise points along with a host of other experiential benefits.

PAGE 14

ONLINE

GIFT CARDS Gifts are part of all celebrations that not only last a lifetime, but are also meaningful and useful.

Goodearth have launched an E-card designs which can also be personalised and gifted.

PAGE 15

ONLINE

Goodearth has an engaging relationship with their customers and they update them with new themes and collections, where customers can view the products, and the link directs to website.

SOCIAL MEDIA Instagram and Facebook are their main promotional platforms. In that, photos of their collections, short videos, and other activities like recipes of traditional and cultural cuisines and fun facts of our heritage culture. help the customers to feel included with the brand.

PAGE 16

OFFLINE

VISUAL MERCHANDISING OF GOODEARTH Good Earth speaks the language of Indian luxury through its merchandise and store experience.

Good Earth changes its VM from the ground once in a year.

The half-hour-long “Enchanted India" playlist by Good Earth, blends nostalgia, heritage and modernity, capturing brand essence with gentle soul and lilting charm.

Instagram is Good Earth’s “dressed” window.

PAGE 17

ONLINE AND OFFLINE

COLLABORATION GOODEARTH WITH WILDLIFE TRUST Good Earth, a fashion and lifestyle company, is celebrating its 26th birthday by collaborating with The Wildlife Trust of India on a new art campaign to raise awareness about endangered species.

This company promoted sustainable and eco-friendly clothing manufacturing practices and now state that they are striving to increase awareness about endangered animals in India and South Asia.

As part of the brand's birthday celebrations, Nitin Brijwal collaborated with UK-based artist Rebecca Campbel to create a unique poster titled 'Living on the Edge,' which Good Earth is selling on its website with all revenues going to The Wildlife Trust of India.

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A GLIMPSE ABOUT WESTSIDE Westside is a leading Indian retail fashion brand, which was was founded in 1998 by Mrs Simone Tata upon her acquisition of the Littlewoods.

It caters to the shopping needs of an array of customers in at least 42 cities where it has opened it’s at least 70 stores.

It is one of the largest and fast growing retail stores in India and is today operated by Trent, which is owned by the Tata Group.

One-stop shop for compelling yet aspirational fashion.

Their retail chain offers predominantly an exclusive range of own branded fashion apparel alongside partner brands.

Westside has positioned itself as a private label with 97% inhouse brands, with a few exemptions in the beauty segment.

PAGE 20

USP The company focused on two parameters - style and affordability - to communicate to their potential customer segment.

The brands were positioned at- "fashion at affordable pricing" platform.

Majority of the stocks that Westside sells are their owns, unlike other retail chains who store multiple labels.

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VISION To design & deliver brands that are authentic, trusted for trend, offer exceptional value and sell it in an environment that offers an overall experience.

MISSION To be regarded by our customers as the most relevant retailer of the country".

To always be in the forefront of fashion and services by anticipating and exceeding the expectations of customers.

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Affordable pricing

Clothing Home Beauty

Membership

Accessories

4PS OF MARKETING Official Website Other retail website Stand-alone stores, malls Apps

Social media ads Collabarations Blogs Westside Club In-store promotions

PAGE 23

PRODUCT

ESSENTIALS

MEN

BAGS

HOME

WOMEN

BEAUTY

KIDS

SHOES

Below its roof, the company has many product categories, catering to various needs.

These have mostly in-house brand displays, along with other brands tied up with them as partners as well.

They have a wide product assortment ranging from menswear, Womenswear, kidswear, footwear, cosmetics, perfumes and handbags, household items, accessories, lingerie, and gifts.

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Westside is very focused to charge fair prices for the product offerings.

PRICE

The price variations were done with the aim of tapping all the market segments and customer groups, something it has successfully been able to achieve. It includes: Value pricing Image pricing Promotional discounts Product bundling pricing Seasonal pricing Product-form pricing

PAGE 25

Westside targets on their sales through retail chain stores, most of them are positioned in malls.

PLACE- OFFLINE

The products are distributed from the company's headquarters, which is in Mumbai.

Most stores have also been opened solely for women.

They sell through their own website, and are available in tatacliq from 2016 and through their apps.

Currently, the company has Westside stores measuring approx. 15,000-30,000 sq. ft. in 20 cities in India.

PAGE 26

PLACE- ONLINE WEBSITE

They sell through their own website, and are available in tatacliq from 2016 and through their apps. Also, the inhouse brands of Westside are available on Amazon, Myntra, LBB. Westside has a creative website layout with personalized information included with spot-on trends in the current fashion market.

PAGE 27

PLACE- APPS

Westside products are also available for sale in the apps of Tata Cliq, Amazon, LBB, Myntra.

PAGE 28

PROMOTION

Focus on two parameters - style and affordability - to communicate to potential customers.

In-store promotions to give customers, a feeling of greater value.

Collaborations with reputed designers, celebrities and influencers.

Theme-based stores and advertisement campaigns.

PAGE 29

COMPETITORS

PAGE 30

SWOT ANALYSIS

STRENGTHS Relevant to fashion trends.

Brand name of Tata.

Affordable pricing Attractive promotions.

Good customer base.

OPPORTUNITIES Huge untapped market Rising disposable income Urbanization

WEAKNESSES

Poor inventory turns and stock availability Not much product ranges for middle class.

Lack of differentiation

THREATS Competition from organized and local retail players.

Entry of various new affordable brands.

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OMNI-CHANNEL STRATEGIES

STORE OPERATIONAL GAMUT

OFFLINE

Focus on select newer categories and providing a better shopping experience to the customers by improving the look and feel of select existing stores.

Modernizing older stores and better space allocation based on their category mix, which have a good sales potential.

New efforts to improve the services offered at the stores.

PAGE 33

W-STYLE

ONLINE

Good customer engagement through the online channel, keeping all the customers covered.

Relevant product information for various product categories, inducing the customers to buy the products.

Spot-on styling tips for various occasions using the products of Westside.

Staying on track with the latest fashion trends in the market.

PAGE 34

MEMBERSHIP & GIFT CARD

OFFLINE & ONLINE

MEMBERSHIP

GIFT CARD

Unlimited access to fashion

Celebrate special occasions

Style voucher

e-gift cards

In-store experience

Theme-based

More to celebrate on birthdays

Use it for any product

No minimum spend

Redeem at any time

Beauty box

Applicable for both online and offline purchase.

Reward points

PAGE 35

About Nicobar Nicobar was created by Eicher Goodearth Pvt. Ltd, a Lal family-owned company that also controls the Good Earth store chain, one of India's most popular luxury lifestyle brands.

The brand was launched in 2016, by Raul Rai and Simran Lal the creators of Goodearth.

The brand was named after the spirit of island living which represents Modern India and its growing culture

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The

USP

of

Nicobar

is

to

maintain

a

place

for

holistic

professional and personal growth.

USP

Nicobar

believes

in

working

towards

better

personal

and

professional integration and harmony.

Nicobar believes to create a culture and home which nurtures creativity and a sense of calmness.

PAGE 38

Premium

Clothing

pricing

Accessories Jewelry House &Lifestyle

Membership

4PS OF MARKETING Official Website

Instagram video ads Collabarations

Instagram shop Brick and mortar store

Blogs Voyager

Membership

PAGE 39

PRODUCT The products at Nicobar are known for their minimalistic, simple, and calm elements. They believe in making the products multi-purpose which the users can use to layer and experiment with new looks. Although the brand believes in creating minimal designs, they try to inculcate detailing to create a differentiating factor in their products. Most of their products are made from naturally sourced fibers. Nicobar has maintained its fabricconscious standards in the production of all its products.

Womenswear

Menswear

Jewelry

House &Home

Accessories

PAGE 41

PRICE Nicobar’s pricing is prominently on the higher side. They have justified the price by providing premium quality and conscious materials. Even with such differentiated pricing, the brand revealed they get approximately 250 orders a day, with an average basket size of Rs 6000-Rs 7000 selling approximately 800-900 products in a day.

PAGE 40

ONLINE

PLACE Nicobar has 15 offline store across 5 cities, Delhi and Gurgaon, Mumbai, Chennai, Hyderabad, and Bangalore. The specialty of Nicobar stores is that each store has a calming, simplistic vibe to it. They believe in making the experience memorable for every customer who enters the store. Nicobar wants to create a cultural ecosystem for its audience.

PAGE 42

OFFLINE

PLACE

Mumbai

Hyderabad

Bangalore

Delhi

Chennai PAGE 43

PROMOTION Nicobar promotes its products online in the form of videos and images. They have also created a curated playlist of songs on Spotify which reflect their brand's identity. They mainly do catalogs and Instagram promotions.

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COMPETITORS

PAGE 45

SWOT ANALYSIS Growth of local brands offering cheaper products

Expensive products

Brands present on different e-commerce

Crowded website

platforms

Not present on eCommerce channels

Caters to a specific group of customers

Offline stores present only in metro cities

Brand identification is missing on

Kids range is almost negligible

products

WEAKNESS STRENGTH

THREAT OPPORTUNITIES

Minimalistic designs

Can develop a kid's range to make

Offline stores

it a one-stop store.

Wide range of products

Moderate pricing can attract more

Sustainable products

consumers

Huge market size

Be present on different e-commerce channels Can designate a brand ambassador to reach a wider audience.

PAGE 46

OMNICHANNEL SALES ANALYSIS Online 25%

Offline stores 75%

PAGE 47

POST-COVID SALES

PRE COVID SALES

Offline stores 30%

Online 30%

V/S

Offline stores 70%

Online 70%

PAGE 48

OMNICHANNEL STRATEGIES

Offline & Online OUTREACH STRATEGY- Store Nicobar has also developed an impressive outreach strategy of tying up with like-minded groups of people and hosting events even without an apparent sales incentive.

For instance, they recently hosted events for Sofar Sounds, a worldwide community of artists and music lovers spread across a network of more than 300 cities globally.

PAGE 50

PAGE 51

Offline & Online NICOTIDE Nicotides is the company's largest and most long-term program. Nicobar offers free home samples, a surprise present with every purchase, free shipping, and the introduction of new capsule collections every full and new moon. Nicobar is now trying to step into experiential marketing, looking at innovative digital integration and experiential spaces such as curated book corners, photo booths, mini theatres, and entrepreneur hubs.

PAGE 52

Online SOCIAL MEDIA One of Nicobar's successful marketing strategies is maintaining a strong social media presence. They produce a lot of video content to convey their message.

Nicobar largely depends on social media for their sales as they receive more than 15% of international online orders via Instagram.

Customers can directly click on the product on Instagram which re directs them to the website link.

PAGE 53

COMPARITIVE ANALYSIS BRANDS

CATEGORY ONLINE PRESENCE OFFLINE PRESENCE MAJOR SALES REVENUE

lifestyle brand

www.goodearth.in

Stand-alone stores

Online- post covid

MAJOR TOUCH POINT

Luxury shopping experience.

www.westside.com lifestyle brand

lifestyle brand

Also retails in Amazon, LBB, Tata Cliq, Myntra

www.nicobar.com

Stand-alone stores , malls

Stand-alone stores

Online- post covid

Online- post covid

Style and affordability

Conscious, designled lifestyle brand

PROMOTIONS & STRATEGIES Advertisement campaigns, social media posts, collaborations, loyalty program- Cerise cards, gift cards, Instagram videos, instore promotions and VM.

Advertisement campaigns, social media posts, collaborations, loyalty program- Westyle, giftcards, instagram short videos, in-store promotions

Advertisement campaigns, social media posts, collaborations, loyalty programVoyager,instagram short videos, Nicotide

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References https://brandequity.economictimes.indiatimes.com/news/advertising/good-earth-needs-no-advertising/61023947 https://incfact.com/company/goodearthteas-montvale-nj/ https://thevoiceoffashion.com/fabric-of-india/features/good-earth-telling-a-visual-store-y--3080/ https://www.livemint.com/news/business-of-life/good-earth-the-business-of-design-1541625322900.html https://www.goodearth.in/customer-assistance/terms https://www.nicobar.com/ https://www.instagram.com/nicojournal/?hl=en https://www.fortuneindia.com/enterprise/nicobar-driven-by-culture/103814 https://in.apparelresources.com/business-news/retail/building-nicobar-seamless-practices-create-successful-brand/ https://www.slideshare.net/sankarshanjoshi/analysis-of-4ps-of-westside https://www.marketing91.com/marketing-mix-westside/ https://www.tata.com/newsroom/business/westside-story-tata-trent https://www.academia.edu/12013886/Retail_Mix_and_Store_Location_Strategy_of_Westside https://medium.com/@Alakkassery/westside-a-ux-case-study-c3749599f9b0

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