Tata dials consolidation Nos
The company, which operates two store formats - True Value Hubs and True Value Shoppes -, has decided to consolidate its retail operations under a single brand, ‘Tata Indicom Exclusive Store’.
By Writankar Mukherjee, TNN |
KOLKATA: Tata Teleservices, which operates its telecom services under the Tata Indicom brand, has decided to restructure its retail operations. The company, which operates two store formats ��� True Value Hubs and True Value Shoppes ���, has decided to consolidate its retail operations under a single brand, ���Tata Indicom Exclusive Store���.
The rebranding exercise will cover more than 3,000 outlets spread across the country. This includes some 2,500 franchisee-operated stores and more than 600 company-owned outlets. The existing two-store format was structured on the basis of products and level of customer service they provided.
���However, over a period of time, even the small-format True Value Shoppes were upgraded to undertake varied customer services like bill payments and customer service requests. As a result, apart from the size of the stores, there was little difference between them. With Tata Indicom���s subscriber base exceeding 25 million, it was, therefore, thought necessary to bring both the formats under the single Tata Indicom Exclusive Store brand,��� Tata Teleservices V-P (retail) K Sukumar told ET.
The company will also change the ���look and feel��� of the outlets. The stores will bear a much more vibrant colour combination and will have an upgraded visual merchandise.
���The idea is to make stores livelier and vibrant which is reflective of the brand characteristic at this point in time. The rebranding will be undertaken in a phased manner to spread out the investment.
The rebranding exercise will cover more than 3,000 outlets spread across the country. This includes some 2,500 franchisee-operated stores and more than 600 company-owned outlets. The existing two-store format was structured on the basis of products and level of customer service they provided.
���However, over a period of time, even the small-format True Value Shoppes were upgraded to undertake varied customer services like bill payments and customer service requests. As a result, apart from the size of the stores, there was little difference between them. With Tata Indicom���s subscriber base exceeding 25 million, it was, therefore, thought necessary to bring both the formats under the single Tata Indicom Exclusive Store brand,��� Tata Teleservices V-P (retail) K Sukumar told ET.
The company will also change the ���look and feel��� of the outlets. The stores will bear a much more vibrant colour combination and will have an upgraded visual merchandise.
���The idea is to make stores livelier and vibrant which is reflective of the brand characteristic at this point in time. The rebranding will be undertaken in a phased manner to spread out the investment.
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