An electronics megastore partners with Networkbay to launch a tech-centric small store format

Meet a small store that never runs out of merchandise

Space has never been a limitation for Cromā. One of India’s leading multi-brand electronics and durables megastore, it operates 109 stores across 25 Indian cities in India, with a strong customer base.

So, what made Cromā change the paradigm? In one word, it’s customers.

Cromā has always kept pace with its customers evolving needs. To deliver to its promise, they needed to be closer to their customers. The brand envisaged a network of stores with a smaller footprint that would leverage modern retail technology, to enable them to offer the entire Cromā offering in a small space. A key strategy in the store experience was to create technology that would allow shoppers to have an immersive demo experience in the audio category.

A new approach

Delivering Croma’s mandate was a great chance to showcase our unique delivery model of collaborating with best in class global agencies in design and technology to transform retail.

We engaged two global retail specialists in our network - US based global brand experience design company, Chute Gerdeman, to create the store experienceand a UK based agency, Scoop Retail to develop the in-store technology applications.

Our focused cross-functional team of program managers worked seamlessly with Croma’s Operations, Store Design, Real Estate and the Project Management departments, from concept up to the opening and post-inaugural phases

Defining the Vibe;

“Knowing shoppers need to try and play with technology, we turned product testing into an interactive experience”, says Adam Limbach, Vice President Brand Communications, Chute Gerdman. “The space is warm, bright, with a casual feel and utilises timeless materials to create a layered and textured shopping experience.”

Technology that transforms:

The key highlights of the ‘Gadgets of Desire’ store are the ‘wider-than-store’ feature, the demo experience in the audio category and an exclusive IOT (Internet of Things) zone to experience the entire IOT ecosystem.

The ‘wider than store’ approach to the store concept enables consumers to access the entire range and capabilities of a full-fledged Croma store. Customers can browse the entire Croma catalogue through multiple interactive screens strategically placed across the store

The dedicated sound space enables music enthusiasts to experience more than 70 speakers with just a touch through an interactive screen. Customers can simply select and play a track of their choice on their selection of speakers to experience the sound quality of the product.

Looking at putting a different spin to your retail experience? Get in touch with us at hozefa.attari@networkbay.net

Contributing Authors
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