Apparel Online India Magazine November 1st Issue 2018 | Page 45

DOMESTIC UPDATE
partywear and ethnic outfits for kids
aged from 3 to 12 years.
RETAIL AND PRODUCT
HACK
With a diverse range of products
catering to such a vast age group,
Toonz has an advantage over other
brands that makes customers come
back to their stores to get what they
want – and even what they don’t know
they want till they see it at the store.
With a ‘No Questions Asked’ exchange
policy, customers can exchange a
product which has not been used,
within 30 days, with an extended
exchange policy in genuine cases.
“We are not a cheap brand but
we are a value brand. We take
certificate for colour grading, for
tearing, for nickel-free garments
which are all safety standard
requirements,” Sharad explained.
As families increasingly become
nuclear with every passing day,
millennial parents are unequipped
with proper information regarding
what products are required under
which situations. To tackle this issue,
Toonz has allocated a ‘Champion’
in the Baby Care Section at every
store, who communicates with women
shoppers in a manner that they would
understand. The brand also employs
fashion consultants in the Garments
Section who help, guide and suggest
new products to customers.
“Nowadays we do Solution Selling;
for example, there are various
products that go into feeding – you
may require a breast pump. If you
buy a breast pump, you obviously
need a bottle; with the bottle, you
need the sterilizer; if you buy the
sterilizer, you need to buy the cleaner;
you buy a cleaner, you need to buy
a brush for that. Similarly, for the
process of bathing, you require a baby
chair, a potty seat, towel, shampoo,
fluoride free baby toothpaste, a
brush, retainers for the teeth...
there is no end. 46 items go into our
New Born Kit,” Sharad elaborated
enthusiastically.
Toonz provides another service
wherein before going for delivery,
‘mothers to be’ can visit the store
and select certain products which
are directly shipped to their place
post-delivery. This is largely popular
in Tier-2 cities because smaller
markets have limited choice as
compared to metros which are
flooded with options.
“There is a retail secret – the mothers
or parents want to be lured with
certain benefits as consumers. So
you need to create excitement which
can be of various nature – be it in
the form of direct discounting, or in
the form of freebies,” Sharad added,
saying, “We have a loyalty program
where points get added which can be
later redeemed. In loyalty, we record
You just can’t do
smart casual, formal,
etc. And get away
with that – it has to
be very sharp and
on point with the
changing seasons
and occasions.
You can’t just keep
ethnic in the month
of March in the
stores because it
won’t sell, so you
need to be right on
time. You also have
to provide the right
product at the right
time, besides your
store’s look has to
change accordingly.
If you don’t do that
you will miss the
opportunity with the
customer.
the customer’s age as well, so we get
certain details such as the baby’s
date of birth, etc. We know that if the
baby is going to turn 3 years old, the
customer still has potential for 9 more
years which further helps us to devise
a proper communication channel
with them. We come to know their
birthdays, so we can just wish them,
invite them to our store with a special
exclusive birthday discount, to keep
them hooked.”
New year also poses as a massive
opportunity for mothers wherein a
lot of forward buying takes place.
They prefer buying something which
is required from now on extending to
the near future.
RETAIL AS A BUSINESS
AND PRODUCT MIX
“We call ourself a multi-brand
solution store. So if you come to the
TOONZ store, you find a one-stop
solution for all your kids’ related
needs. The offering starts from a
diaper and goes up to a mini car
which is the most expensive item
in our store, priced at Rs. 25,000.
Generally our focus remains on a
new born – a mother who is due to
deliver because that is the time they
discover a lot of new things which
they need to use,” Sharad told AO.
In the store, there is no brand –
there is only product offering. The
multi-brand retailer doesn’t push
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