Ceat Tyres has outlined an aggressive retail network expansion plan in India. In line with its strategy to enhance the customer service experience, it is revamping its exclusive Ceat Shoppe network.
Starting with 10 new design stores in metro cities and key markets in the coming months, the tyre manufacturer plans to overhaul all its existing showrooms and launch an additional 50 stores in FY2022. It is also targeting a network of 500 exclusive stores by 2023, making it one of the largest tyre dealership networks in India.
The revamped Ceat Shoppes will have a state-of-the-art, premium and futurist retail design. They will use a combination of industrial colours and materials like shades of grey, perforated metal, aluminium profiles and metal partitions “to symbolise the strong, sturdy, safe and reliable products that Ceat makes”.
Ceat Shoppes, usually spread across 750 to 2,500 square feet area, are designed sustainably with long-lasting materials that consume less over a period of time, or need lower maintenance.
The fresh and modern design will encompass digital elements for an interactive and engaging experience. Ceat Shoppes will also be empowered as service centres, where all customer requirements like warranty registration, on-the-spot claim settlement, customer feedback mechanism (NPS) and service reminders will be handled.
Commenting on the new plan, Arnab Banerjee, COO, Ceat Ltd, said: “The newly redesigned Ceat Shoppes will act as premium touch-points for consumers and aim to deliver a never-before experience across India. Overall, the stores aim to bring in a balance between the hard-core industrial look and sleekly finished lifestyle space. Every single element in the store has been designed and fabricated to optimise customer experience. We plan to overhaul all existing Ceat Shoppes according to the new design.”
Currently Ceat Shoppes operate at a size of in across
all cities of India.