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Our Bureau

Kicks off ad campaigns to lure customers

New Delhi March 19 Big Apple, the retail chain owned by Delhi-based Express Retail Services Pvt Ltd, dealing in fresh fruits, vegetables and grocery, has embarked on a growth strategy with plans to open 100 outlets by August at an investment of about Rs 100 crore.

"We plan to open 100 outlets of our Big Apple retail chain this year for which we have earmarked an investment of around Rs 100 crore till March 2008. We currently have 16 operational stores in Delhi,'' said Mr Munish Hemrajani, Managing Director, Express Retail.

The company plans to currently focus on the Delhi NCR region and hopes to make its foray into Gujarat and Karnataka markets post-March 2008 as part of its second phase plans. "We need to get our back end supply chain in place before we make our foray into new markets," he added.

The retail chain currently has two formats, Big Apple that deals in fresh fruits, vegetables and FMCG products, and the second Big Apple Fresh that stores only fresh fruits, vegetables and dairy products.

On the retail chain's USP, Mr Hemrajani said, "Unlike other supermarkets and convenience stores or local kirana stores that close down by nine every night, we are open for much longer duration, from 7 a.m. to 11 p.m., everyday. In fact, more than 50 per cent of our all-day sales happen during 7 a.m. to 8 a.m. and 9 p.m. to 11 p.m. slots, when most such outlets are closed. Earlier our target was the age group over 35 years and now we also cater to youngsters, nuclear families which are not very price sensitive, but very conscious of quality of service and hygienic environs," he added.

The company that plans to clock Rs 300 crore as revenues in its second year of operations, 2006-07, has also started advertising campaigns.

"Now that we have got our act right in Delhi, we have started promoting our chain aggressively. We circulate pamphlets every Friday, educating customers on promotional offers. We are also starting a customer loyalty programme and evaluating the option of a 30 minute home delivery concept," said Mr Hemrajani.

The company will kick off its radio and print campaigns in a month.

More Stories on : Retailing | Horticulture/Fruits & Vegetables

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