Visual Merchandising and Retail Design – July 2019

18

‘Investing in good quality content is

the key’

Can you take us through your journey of
implementing digital communication in
your stores, using LED screens or videos?

We were pioneers in implementing display
technology solution in our stores that
comprises video walls and tablets. They
mainly display the content of stock currently
in the stores. They also promote live offers
in the stores and help in conversion at the
point of sale (POS) by helping consumers
appreciate product details like flow, look,
ensemble, etc, better. The display is linked
by a central content management system
to the current store inventory that runs the
content across the chain in real-time. For
example, high street stores run large video
walls on the external façade where it is most
impactful in drawing footfalls, while mall
stores run portals to give mall consumers a

glimpse of what’s available in store. In high

traffic areas like airports, we run imagery

content for the brand.

This is a holistic solution, which we have

implemented across our chain. Different

components of the solution are deployed

in all stores, depending on the size and

scale of the store.

What was the cost involved in setting

these up?

We invested close to Rs 7.5 crore over

the last 4 years in the technology

implementation. The investment was

made with a view on both the tangible

benefits and the brand imagery and

salience - hence, the payoff period for ROI

was 18 months.

Who is your partner who provides the

hardware and software?

We source the hardware ourselves with

the support of RUSH our sister concern and

have partnered with SCALA to customize

software for our content management

system to feed content linked only to

products currently available in store.

What benefits do you see from your

investments in DS? Better scope for

measuring ROI? Can you elaborate?

DS technology as implemented by us

fulfills several purposes. Consumers are

able to browse the latest in-store and

select garments - we have seen improved

sales of the products that are displayed on

our video content, with many instances of

Cover Story: Digital Display & Communication – Interview

Vinay Chatlani, Co-founder & CEO

Soch

Ethnic brand Soch is a pioneer when it comes to implementing digital display solutions in the stores. These include
video walls, tablets and other devices that not only run brand promotional content, but also enable better shopper

experience. Vinay Chatlani, Co-founder & CEO, Soch, shares with VM&RD, the brand’s journey with digital displays
and communication.

July 2019