Reliance Brands, retail arm of RIL is geared to boost its business by offering ‘personalized services ‘to its consumers. Innovative and exclusive services that include ‘outside shop’ purchases and other customized services will be offered. The company reckons these personalized services, as its growth triggers to push its sales.
At present, Reliance Brands is the only company to possess exclusive sales and distribution licenses for six international apparel and footwear brand. To start with, the company will offer personalized services for two top- notch brands- Diesel, a brand popular for its luxury and ready to wear jeans and Zegna, a key player in the apparel industry especially for men’s wear. The ‘outside shop services ‘have garnered a lot of popularity and have already accounted for 10% of its total sales in Zegna and Diesel stores. Speaking about their new approach towards customer service – enhancement, President and CEO of Reliance Brands, Mr. Darshan Mehta, mentions that they are making an effort to add value to their brand by offering these personalized services to their consumers. He also stated they believe that these services will have a huge impact in the forthcoming years and account for 20% of its sales via this concept.
Outside the store selling is a new – fangled concept wherein they offer home- delivery to their customers making it convenient and easy for them to shop. Apart from that, Reliance Brands will also have VIP room facilities for their consumers in its Diesel store in Juhu, Mumbai. Here, company appointed personal managers would themselves attend to the needs of the consumers in an exclusively booked room, availing them latest designs and apparels. The best part is that they will not levy any extra charge for offering these services. Another key service includes ‘Made To Fit’ tailoring specifically available in Zegna stores. Customized products are a rage and Reliance Brands hits the nail on the head by offering designer suits, based on the customer’s requirements, fabricated by Italian designers. Mr. Mehta stated that these made to fit suits would cost 15% higher than any Zegna suit.
All these services, synergistically, can act as a powerful growth trigger for the company in the coming years. Collaboration with revered international and national brands has been the core strength of the company. Currently, it has inked a deal with brands including Diesel, Timberland, Quicksilver, Steve Madden, Zegna, and Paul & Shark.