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Batool Aliakbar Lehry

Recently in Bangkok Ever wanted to visit Thailand, soak up the sun on Pattaya’s beaches, indulge in water sports, visit the magnificent Reclining Buddha temple or be awestruck at the sight of five-tonne Golden Buddha statue in Bangkok? Instead of calling your travel agent, just drop into an SKC store, the multi-brand retail of LNB Textiles Pvt Ltd, and shop for Rs 30,000.

Well, that is what 43 smart SKC customers from Chennai, Bangalore and Secunderabad did and enjoyed a three-night, four-day tour to Pattaya and Bangkok recently. The package not only includes the travel but also comfortable accommodation at three-star hotels, breakfast and one other meal, transport for sightseeing and a lively guide to steer the tour. The scheme that began in December 2007 is valid until August 31, 2008.

Currently, SKC has four stores in Chennai, two in Bangalore, and one each in Coimbatore, Secunderabad and Pune. The store sells readymade garments, sarees, shirting and suitings, cut-pieces, cosmetics, kidswear and other apparel and accessories for all age groups. “While other multi-brand outlets target the upwardly mobile urban consumer, we provide a similar ambience but with a wide variety so that an individual can shop for himself, his kid and his grandparents under one roof,” says Mr Sravan Raghunathan, Senior Manager – Marketing, SKC.

The response to this scheme has been encouraging. SKC has already booked nearly 1,500 tickets and Mr Raghunathan estimates booking at least another 1,000 tickets by the end of the offer. The customers have been divided into batches of 45 and are accompanied by an SKC executive to ensure a comfortable and easy journey.

When this correspondent, who joined a group of journalists taken for a tour recently, asked a customer from Chennai if it was easy to shop for Rs 30,000 at SKC, she said, “I didn’t shop for Rs 30,000, I shopped for Rs 50,000!”

The choice and variety of clothes and accessories for everyone are some of the reasons why she preferred SKC. She had shopped for her son and daughter-in-law living in the US when she was visiting them and “they loved the stuff”, she said.

Rewarding the customer is central to SKC’s marketing strategy, Mr Raghunathan says. “Today, shopping has moved beyond the borders for buying things and is all about creating an experience. We want our customers to have happy memories associated with SKC, even after they have stepped out of the store.”

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