Bata’s Red Concept stores play around a combination of red and white colours, focusing on multiple VM touch points, lounge seating and LED-lit visuals and displays. There are about 40 such stores across India. They introduce Indian customers to a global concept that exposes them to an improved in-store visual merchandising experience with a red and white color theme. The store design seamlessly marries visual merchandising with thematic windows to bring alive every product display.
In-store music amplifies the shopping experience for customers. The entry tables have a red rubik cube which serve as a secondary window in addition to the main entrance windows to keep consumers engaged inside the store. Store interiors showcase LED lighting in the shelves and headers highlighting products with red square graphics, accentuating key sports products. The store’s white lounge seating encourages customers to comfortably try out products in the store.
Bata aims to introduce 150 more such stores in India by the end of this year by opening new and renovating the existing ones. These Red Concept stores have a new Red Label collection that offers a great mix of stylish formal and casual shoes for men and women. Premium products are expected to contribute 35 per cent to Bata’s revenue by fiscal ’19 end.