INFINITI RETAIL

Submitted by
Suraj Mishra 2020982050

CASE STUDY - https://analyticsindiamag.com/case-study-croma-retail/

CONTENTS

 OUR BRAND PHILOSOPHY

 ABOUT CROMA
 ABOUT INFINITI RETAIL LIMITED
 WHY CROMA?
 STORE OBJECTIVES
 STORE FORMAT
 PRODUCT CATEGORY
 STORE LOCATIONS
 STORE PHOTOS
OUR PHILOSOPHY IS-

WE HELP YOU
BUY
Brand Philosophy
 If service wasn't important.
 If technology wasn't complex.
 If variety wasn't confusing.
 We would have no reason to be in business.
 We help you buy.
 About cromā
•India’s first national , large format,
specialist retail chain for consumer
durable s & electronics
•Croma is owned and run by Infiniti
Retail Limited Infiniti Retail – a 100%
subsidiary of Tata Sons.
•Woolworths Ltd, provides technical
support and strategic sourcing facilities
from its global network.
 The first Croma store was launched in Juhu, Mumbai on
 October 9, 2006
 Croma has over 180 brands and 6000 products
 Plush stores, floor space between 15,0000 to 20,000 sq.
 feet
 15 Stores currently located in 5 cities.
 Croma planning to open 100 stores across India
About Infiniti Retail Limited
 Infiniti Retail Limited is a 100% subsidiary of Tata Sons. The company has
launched Croma, a national chain of mega stores of consumer electronics
and durables. Infiniti Retail Ltd., owns and runs Croma's retail operations
in India, while Woolworths provides technical support and strategic
sourcing facilities from its global network. The first Croma store was
launched in Juhu, Mumbai on October 9, 2006. Infiniti Retail Ltd plans to
launch stores across India in the coming months.
WHY CROMA?
 Widest range of products
Choose from 6000 products across eight categories
 We help you buy
Sound and knowledgeable advice from well-trained
advisors to help you make informed buying decisions.
 A name you can trust
Croma is promoted by Infiniti Retail Ltd, an initiative of
the Tata group, a brand that stands for trust and
reliability globally.
 Customer commitment
Croma not only gives you a world-class shopping
experience, but also backs it with great after-sales
service.
CONTD…..

 Great deals and offers

Croma periodically offers exciting deals on all your
favourite products.
 A first of its kind
Consumer electronics and durable retail is a fragmented
segment and has been largely catered to by regional
players.
 Croma is the first of its kind
Large-format, specialist and pan-Indian.
 CHALLENGE
 “We were dealing with the problem of plenty. Because of our varied product offering, customers
weren’t able to find what they needed and conversions suffered as a result.” – Ajit Joshi, CEO & MD,
Infiniti Retail Ltd.
 With that broad range of products and categories, the key challenge for Cromaretail.com was to help
site users effectively and seamlessly navigate the store and discover what is most relevant to them.
 Croma explored many of the traditional recommendation companies in the space, but found them to
be based on a history of customer clicks and purchase history.
 Another challenge was the large amount of new products that the store brought online.
 THE SOLUTION
 “When we started looking for a solution, we wanted to choose a partner that not only had cutting
edge technology, but also could work with us to tailor the product to our needs. We chose Infinite
Analytics.”
 The company uses a multi-dimensional approach to personalization. One of the key benefits over
other solutions is that implementation for Infinite Analytics customers has been anywhere from 4
hours to two weeks because it doesn’t rely solely on historical data.
 “It is important to understand both the customer and the product catalog before you can hope to
optimize each customer’s experience. That’s what we do really well.” – Akash Bhatia, CEO of
Infinite Analytics
 It all begins with understanding the customer. By working with Croma to understand their unique
data resources and combining that with other data, Infinite Analytics was able to empower the
online retailer to understand a 360° view of the user.
 Croma is now able to understand their social profile, brand affinity, recent activities, household and
macroeconomic data about the customer. “These are really powerful insights.” – Ajit Joshi, CEO &
MD, Infiniti Retail Ltd.
 RESULTS
 “The results have been outstanding! Infinite Analytics has been
consistently driving conversions and customer engagement. We are now
looking to enhance the integration and personalization for our users.”
 It’s been 6 months, and the Croma and Infinite Analytics partnership has
shown immediate results:
Store Design Objectives
 Consistent with retailers image and strategy.

 Positive influence on customer satisfaction and purchase behavior.

 Cost effective & Flexible

STORE FORMAT

 Croma Stand Alone Stores – 15,000 to 20,000 sq. ft.

 Croma Stores located in Malls – 5000 to 10,000sq. ft.
PRODUCT CATEGORY
Large Appliances – Refrigerators, AC, Washing
Machines

Small Appliances – Microwave owen

Product Category

Computers - Home PCs, Laptops

Music & DVD - Audio & Video CDs/DVDs

CONTD…….

Communications- Mobile phones

Gaming - Gaming Hardware/Softwares

Home Entertainment – Home
theatre, T. V., DVD players

Imaging - Digital Camera, Camcoder

Store Locations

 Mumbai – Juhu, Malad, Santacruz Airport, Dahisar,

 CBD Belapur, Vashi, Bhayandar & Mulund
 Pune –Wanowari & Yerwada
 Ahmedabad –Memnagar & S G Highway Junction
 Surat – Ghod Dod Road
 Bengalooru – Koramangala
 New Delhi – New Deepali Chowk
STORE PHOTOS