Anand Aiyer, Senior VP and Business Head, Easybuy, outlines the brand’s ambitious expansion plans and how Easybuy delivers WOW experience to its customers
Many established players are now entering the value fashion segment. How do you think Easybuy has an edge over the competition?
India is a growing market and the consumption in India is largest after China. In such a scenario, there is lot of room for all. However, many of these brands have the same strategy for all customer segments and markets, while Easybuy has a specific strategy for the demands of aspirational customers in Neo-India. Our biggest strength has been our ability to understand customer needs and customize our offerings basis regional preferences. We curate international trends relevant to Neo-India through enhanced fit, colors, silhouette, etc. We also source 100% of our products from India and don’t do much niche products. Customers love the treasure hunt and come out of stores with a ‘WOW’ feeling unable to believe on products and prices offered. This positive ‘word of mouth’ has ensured steady flow of consumers.
Talk about some of your best franchising practices.
In every state, we have dedicated operations team which work closely with franchise partners and on-board them to our eco-system. We work with them in site finalization, doing catchment study and identifying the potential in the market, support with company nominated vendors in store fit-outs, staff recruitment and selection, work with them on delivering great customer service, selling skills, product training, and provide marketing and VM support etc. Apart from regional operations team, every store is also supported with a company-appointed store manager who works hand-in-hand with franchise partners on staff standards, display standards, SOP implementation, and driving sales with periodical reviews and local activations. Store manager being on the company rolls enables us to ensure consistency in store operations and customer journey across Easybuy stores anywhere in India.
Which are the markets you are looking at for further expansion?
We started with our pilot store in Karim Nagar and within 4 years of full-operations, we have now scaled up to 82 successful stores. Most of our franchisees now have more than 2 to 3 stores after witnessing great success and returns with Easybuy stores and this has helped us grow fast. After expanding aggressively in South, we are now expanding in East and North India this year, thereby becoming a true national player. We will continue to grow in East and North, while we intensify our presence in South markets. Our journey to our first milestone of 100 stores by March 2020 is on track and we are fully prepared to achieve our mission 2022 to open 200+ stores with over Rs 1000 crore of topline.