PEPS Industries, within a short period of 11 years in the spring mattress segment has secured massive retail presence in the country. The brand is now looking at further expansion in the Indian market. G Shankar Ram, Joint Managing Director, Peps Industries Pvt Ltd. shares more on their retail strategy.
How do you position your brand at retail? Tell us about the retail reach?
Today, Peps Industries Pvt. Ltd. has over 5,000 dealers pan-India in addition to 129 company-owned exclusive retail outlets called ‘The Great Sleep Store’ (GSS). The outlets are vested solely in giving customers a complete bedroom experience with our wide range of premium products such as mattresses, pillows, comforter’s bed linen, and much more. The belief we have at Peps is that the experience one needs while buying a mattress is equally as important as the mattress itself. On display, we have our range of products under one roof. This diversity can greatly help the customer understand the product and through experience, make the right decision. The mattress, being a long term investment, demands that the consumer must be able to see all the options in order to make an informed decision.
How do you look at planning your customer engagement at the retail level?
Our stores are specifically designed to allow the customer to try all the mattresses. This helps the customer physically understand what each mattress has to offer. Even after the mattress has been purchased, we make sure the engagement does not end. We take great pride in educating the customers of the important maintenance habits to follow in order to get the best value. An indicator of the success we’ve had in the sphere of customer engagement can be seen through our growth. Particularly in the first 10 years of existence, our 25% CAGR was solely credited to customer word-of-mouth.
Here is the link to the full article on http://www.retail4growth.com/viewpoints/peps-to-expand-the-great-sleep-store-presence-by-60-in-fy18-19-402
