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Our Bureau

Chennai, Aug. 26 Godrej, in a ‘personalised retail initiative’, is planning to re-position its furniture and lifestyle products retail chain brand Godrej Lifespace on the ‘mood’ plank — as Moodspace.

It will also pump in another Rs 200 crore in the next five years, to expand its retail network

Elaborating on this, Mr Shyam Motwani, Vice-President and Business Head, Godrej Lifespace, said the repositioning is based on ‘consumer needs’ survey. “Moodspace is a concept that draws upon the emotional element within the shopper to help her ‘create the mood’, which translates into product selection,” he said.

The retailer’s marketing people are also to be re-designated as ‘mood consultants’.

These mood consultants would personally assist the shopper with several ‘Moodspace tools’ to come closer to sensing the eventual desired décor at home.

As a result, the product portfolio will also grow to include accessories such as aroma products, candles, photo frames, cutleries and dinnerware.

According to Mr Motwani, all its 58 stores will sport a new look, reflecting the new brand positioning, in phases.

In addition, each Godrej Lifespace store will have an interior decorator during weekends at a specific time band to provide tips to consumers.

There will also be a microsite in its Web site — Godrejlifespace.com.

This Moodspace site will allow visitors to do up their house virtually with Godrej furniture and other lifestyle products using the drag-and-drop facility.

On expanding its retail network, Mr Motwani said Godrej Lifespace will have 100 stores by the end of 2010.

“The focus will also be on tier II and tier III cities,” he said.

According to him, the overall home furniture market is estimated at Rs 35,000 crore.

However, the size of the organised market is only 10 per cent of it — at Rs 3,500 crore. Of this, he said, Godrej has a share of 8-10 per cent.

More Stories on : Strategy | Home Appliances | Retailing

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