Philips India has embarked upon a retail initiative in the NCR region to give its consumers a chance to experience and interact with the brand.
Named “Philips Lounge”, the area has separate zones that have been designed to showcase the company’s range of decorative home lighting, domestic appliances and audio-video products. Based on the theme, ‘Sense & Simplicity’, the zones have been designed by an in-house cell, Philips Design, and are spread across the traditional and modern trade channels.
The first rollout of 40 experience zones has been done at NCR and the retail concept will soon be launched in other metro towns. The entire project is being supported by local area marketing initiatives such as outdoor hoardings and banners to increase footfalls in the Philips experience zones.
“We aim to achieve three things through this initiative: First, enhance the brand image and make it more aspirational, second, achieve a better ROI on the marketing spends by channelizing it closer to purchase decision points and third, deliver increased sales, with better product mix, thereby enhancing the profitability of our trade partners and strengthen our long-term relationship with them,’ said Vivek Sharma, chief marketing officer, Philips, Indian Sub Continent.
