By GB Bajaj
Watches and More recently inaugurated its refurbished and renovated store at High Street Phoenix in Mumbai, unveiled under the theme ‘Shop-a-tainment’, combining a unique shopping and entertainment experience for the youth. Rose Alliances is the parent company of retail brand Watches and More. Atul Ruia, Joint Managing Director, Phoenix Mills Limited and Biren Vaidya inaugurated the store.
To have maximum footfall, the marketing campaign organised a special flash mob to attract as many people as possible, which resulted in an overall footfall of about 300 people throughout the day. The store is tech savvy, just as the youth are today; all cash counters in the store are replaced with tablets for faster processing of sales.
Commenting on the main objective behind remodeling the store, Biren Vaidya, Managing Director, Rose Group of Companies, said: “The main marketing objective for the launch of this store was to attract the footfall that is there at the mall, and we have been extremely successful in creating the impact with the launch activity. Shopping today is about gaining an experience through some form of entertainment. At Watches and More, this is the fundamental principle we have kept in mind when creating the experience of Shop-a-tainment, a place where fashion is fun.”
The store has an extremely welcoming environment with the ‘open door’ concept, so passerbys will be curious to walk in, browse through watches and end up buying one or two watches with fabulous discounts and in-store promotions. If lucky, with their innovative monthly marketing gimmicks, one lucky customer will win a Firefox mountain bike, hung on the wall (the product to be won will be different every month). Apart from winning bikes, weekly contests for dancing, bartending, gaming and karaoke have been organized, to entice the youth into a unique shopping experience. The walls inside are adorned with vintage posters, pictures, a type-writer, a cycle-rickshaw and a large plasma TVs hung on the wall which play music and videos to give the guests a holistic entertainment experience. As the customers browse through watches, an open bar serves fruity drinks and a gaming alley has been created to keep the atmosphere light-hearted and fun and keep the customer involved and excited. Model and actress Kashish Singh was the chief guest at the launch of Watches and More.
Giving his views on how the refurbished store will help boost Watches and More’s brand standing, Vaidya said: “The new concept store of Watches and More is about having fun and creating an experience of entertainment while shopping. This will go a long way in building the true essence of the concept of Watches and More, where it is not just about watches but much more; not just in terms of other category offerings but also with regards to engagement, experience and entertainment.”
On display are some of the leading fashion watches and accessory brands like Esprit Timewear, Antonio Bernini, Pierre Cardin, Tanya Rossi, etc along with brands like Madison Newyork and Westar, which are exclusively available only at Watches and More. For consumers to pick with ease,the best deals available on premier brands are exhibited right at the entrance in a specially dedicated window titled ‘HOT DEALS’, while the finest pieces from each brand are presented separately on a wall called ‘ BEST OF THE BEST’
Well it’s time to pay my bill. I did buy a few watches, and wow, to my surprise I got superb discounts and deals, and landed up paying only for three and got four. My favorite place to buy watches. It’s time go shopping.
