From exploiting digital analytics to embracing brick-and-mortar experiences, Saahil Nayar, CEO of Swiss Beauty, discusses the brand’s intentions for offline expansion and gives insights into the Swiss Beauty approach to addressing consumer expectations and generating market growth
In an exclusive interview with BW Retail World, Saahil Nayar CEO of Swiss Beauty delves into the brand’s plans for offline expansion and the vision driving this journey. From leveraging digital insights to embracing brick-and-mortar experiences, Nayar shares insights into Swiss Beauty’s approach to meeting consumer needs and driving market growth
Swiss Beauty’s decision to embark on a rapid offline expansion is undoubtedly significant. What factors have influenced this decision, and how does Swiss Beauty plan to execute such an expansive strategy?
Well, the magnitude of our brand’s outlet expansion reflects our commitment to bringing Swiss Beauty closer to our consumers. We have meticulously crafted a roadmap, leveraging digital data alongside expert strategising to determine our expansion trajectory. Our approach is omni-channel, marrying successful digital insights with offline presence.
Instead of relying solely on gut feelings or available mall spaces, we are blending consumer analytics with geographic considerations to maximise our reach. By identifying thriving markets digitally and translating them into offline opportunities, we aim to resonate with consumers across diverse demographics, even venturing into tier-two cities. Ultimately, our goal is to bridge the gap between our products and our consumers, fostering a deeper connection.
With the increasing dominance of ecommerce, how do you envision the role of traditional brick-and-mortar stores in Swiss Beauty’s expansion strategy, particularly in light of evolving customer preferences?
Swiss Beauty’s approach revolves around the consumer, placing them at the centre of our retail ecosystem. We recognise that offline stores offer an experiential dimension that ecommerce cannot replicate. Shopping is not just about transactions; it is about the sensory experience, the human connection.
We are committed to maintaining an omni-channel presence, ensuring that consumers can access our products seamlessly, whether online or offline. Brick-and-mortar stores provide a tangible touchpoint for customers, fostering engagement and trust. As a community-driven brand, we understand the intrinsic value of physical interaction, which remains a cornerstone of our expansion strategy.
Expanding to 30,000 retail touchpoints is a significant project. How does Swiss Beauty plan to ensure consistent brand visibility, product availability, and customer engagement across such a vast network of offline stores?
Our retail strategy is multifaceted, tailored to suit diverse markets and consumer behaviours. For general trade networks, we have established a robust distribution infrastructure, leveraging dedicated teams and stringent monitoring mechanisms to ensure product availability and brand visibility.
Each retail format, be it exclusive kiosks or modern retail outlets, demands a nuanced approach, considering factors like location, footfall, and consumer demographics. We are investing heavily in training modules to empower our staff, enhance customer engagement, and deliver a seamless shopping experience. While challenges persist, we are constantly refining our strategies to meet evolving market dynamics and consumer expectations.
What do you anticipate as the key contributions of Swiss Beauty’s offline expansion to the company’s overall growth and market penetration? Additionally, what challenges do you foresee, and how does Swiss Beauty plan to overcome them?
Our offline expansion is pivotal to accelerating growth and market penetration, with offline channels projected to contribute significantly to our overall revenue. By expanding our presence to 30,000 touchpoints, we aim to deepen brand penetration, tap into new consumer segments, and foster brand loyalty.
While challenges like competition and inventory management loom large, we are committed to leveraging technology, data analytics and agile strategies to navigate these hurdles. We are constantly innovating, refining our product offerings, and optimising our supply chain to ensure seamless operations and unparalleled customer satisfaction.
