Omnichannel strategy key to profits today

While its store footprint typically runs into over 10,000 sq ft, Croma is also experimenting with 2,000 sq ft stores called Gadgets of Desire to “come closer to customers” and “compete with eretailers”. These stores can also function as service centres. One such store is in Delhi and another will soon open in Mumbai. Croma is using such smaller stores to sell personal devices such as smartphones, laptops, cameras, etc. But small stores come with their challenges. “Not only is there limited inventory, but also rent per sq ft is high because of a required presence in high catchment areas,”.

Rahul Kapur
Partner, Grant Thornton India LLP

This article appeared in Financial Express on 24th February, 2019