Currently Tata Steel has more than 7000 steel retail outlets in the country selling Tata Tiscon and Tata Shaktee the two main B2C brands. Apart from this there are another 22,000 retail counters selling downstream steel products like Tata Agrico, Tata Pipes and Tata Bearings.
Tata Steel is expanding with plans to increase this number and offer more innovating service and solutions from its retail counters.
As the demand for steel increases in both the urban and rural markets, the industry is progressing towards a B2C model that runs adjacent to the traditional B2B model.
From the 7000 steel retail outlets Tata Steel has 1590 exclusive branded showrooms which are further been graduated to unique Experience Zones. An Experience Zone is the beginning of a revolution in the way steel is sold, allowing the consumer to actually get a feel of the product and the basket of services available easily from the outlet. Apart from this, the Platinum retail outlets of Tata Tiscon and Shaktee Sansar selling Tata Shaktee in semi-urban and rural markets are a unique way of segmenting dealers in the eco-system who are the flag-bearers of the brand.
Speaking about this headway into retail,Atrayee Sanyal (Chief of Marketing & Sales – Branded Products, Retail and Solutions), Tata Steel said, “We understand how the requirements of individual customers from stores in the retail sector are unique. The need for customer service and experience is of prime importance and we are dedicated to improving this experience within our store premises. Our aim is to set up stores that will not just sell steel products but give a bouquet of services that make it a one-stop-shop for buying steel.”
As recently as February 2014, Tata Steel introduced the ‘Tata Tiscon Experience Zone’. This has given an impetus to the process of transitioning steel to a service oriented brand in itself. In keeping with the philosophy on customer focus in the retail sector, the Experience Zones will not only provide the product, but also expert advice and information related to the product, all under one roof. Apart from this other installation service brands like Roofjunction (roof installation services) and Nest-in (housing solution) initiatives are a step towards adding value to products over their traditional form.
Tata Steel has played a major role in the retail revolution in steel, with its array of branded products through which the company has penetrated the market in various segments.
The steel major has played a pioneering role in educating the retail value chain and built a strong sense of belongingness with the brands. The whole process gave impetus to the B2C platform which has enabled in changing the face of the retail industry in steel.
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