<p>In keeping up with the vogue times, Reliance Brands, a retail subsidiary of Mukesh Ambani led Reliance Industries Limited (RIL), has come up with an innovative concept that aims to attract the high-end consumers towards this fast growing apparel and accessories chain of stores from the house of Reliance.</p>
<p>Bringing in the new wave of finer customer services, Reliance Brands has come up with the concept of a VIP room for its high-end customers whereby an exclusive room is booked for a customer on his/her prior request. On arrival to the store, instead of looking around for various products on display, the particular customer is led into the room exclusively booked for them, and all the latest apparel and accessories collection are all brought to them personally by a company-appointed personal manager who is to take care of all the customer’s requirements, wants and specifications. This VIP treatment is designed to appeal to the better side of the targeted segment that valuates exclusive and customized services as key determinant of a store’s characteristics and brand appeal.</p>
<p>Reliance Brand is currently India’s fastest growing apparel retail chain with a growing footfall graph and sales revenue graph. In an effort to tap into the lucrative segment of high-end customers, it was necessary to cater to their psychographics and sensibilities. Hence, the focus in high-end stores under Reliance Brands was shifted towards innovative service options like providing personalized services, ‘outside-the-shop purchase’ options and exclusive VIP rooms. Currently, Reliance Brands offers personalized and exclusive services on two of its premium licensee brands – Diesel and Zegna. Nearly 10 % of total sales generated at these outlets are through outside-shop sales (purchasing products without having to visit the store).</p>
<p>The births of such innovative concepts indicate towards a shift in customer service paradigm, with the likes of Reliance Brands leading the cause. And keeping in line with RIL’s motto for generating value, this move is likely to augment Reliance Brands footing in the retail market substantially.</p>