Croma’s tagline — ‘we help you buy’ — underlines the design and customer experience of the store. With clean, open layouts and interactive displays, customers can easily find what they are looking for and compare features across brands — check programmes on TVs for colour, clarity and sound or try out features on laptops that are wi-fi connected. The sales staff is trained to answer queries and help customers make choices.
The store puts in a focused effort on building relationships and engaging with customers. A 52-week plan plots festivals and holidays during which attractive offers and special discounts are run to induce walk-ins. There are technical classes to inform people about product features and benefits. There is also a ‘gadget check’ facility where people can bring in any old appliance for free servicing, even those not bought at a Croma store.
"Indian consumers are very price and brand-conscious; they want good deals at a good price. They come to Croma because it is value for money and it’s a Tata enterprise, thinking that the brand may let them down, but the Tatas won’t," says Ajit Joshi, CEO, Infiniti Retail.
In keeping with the Tata credo of working with the local community, Croma believes in generating employment for the local people. Before each new store opens, a banner is put up inviting job applications from the locals. Recruits go through English language, yoga and dramatics classes as part of induction. Training is a continuous process to keep the staff ’s technical knowledge up-to-date.