V. Sajeev Kumar

Chalks out strategies to attract new customers

Kochi , Jan. 10

The State-owned Kerala State Civil Supplies Corporation, popularly known as Supplyco, is readying itself to face the competition in retail market in the State. Supplyco, the biggest retail chain in India in the public sector with more than 2,700 retail outlets in Kerala, has chalked out strategies to attract new customers and retain the existing consumers. The new initiatives adopted by the company included stretch retailing, e-retailing, and modernisation of human resources to face the challenges.

Dr Jacob Thomas, Chairman and Managing Director, Supplyco, told Business Line that with the entry of majors in the retail sector, the competition is now for better retailing technology and efficiency. "We are fully equipped to meet the competition from professional retailing and as part of this we have computerised and networked all the depots and retail outlets."

`Govt brand'

Being a Government establishment it has its own limitations, but at the same time the "Government brand" often turned out to be advantageous, he said.

Earlier the consumer's attraction towards Supplyco was only to avail discount purchasing. Now, it is not for discounts but also for quality, hygiene, and nutritional value, he added.

According to Dr Thomas, the company is all set to introduce "Stretch Retailing," a new retail model where the products as per customer's request will get delivered at their doorstep. The company is planning to select two women in each panchayat for implementing this concept.

With this micro-marketing strategy in retailing, he said, Supplyco aims at achieving its mission and also fulfilling corporate social responsibility by providing jobs to women. The software for this initiative is ready and the concept will be launched by this month-end," he added.

E-retailing

On e-retailing the CMD said that the company would soon be introducing Internet-based non-store retailing parallel to the in-store retailing with an e-portal developed by Keltron. The portal will have more than 3,000 products in different categories. The concept will be introduced in three cities initially, which will later be extended to select towns.

There are also plans to set up continuation replenishment programme, which is adopted by major retailers for shelf space management. The objective is to add more shelf space to encourage impulsive buying, he said.

Apart from this, the company has started elaborate refresher training to employees as part of modernisation in human resources. Plans are also on the anvil to start a retailing academy in Kochi, which will be launched next month.

Supplyco is also in the process of opening hypermarkets in Kochi, Thiruvananthapuram and Kottayam. The Kochi project will be operational by the year-end.

The company, with a turnover of Rs 1,100 crore, is aiming to achieve a business of Rs 5,000 crore by the end of 2010.

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