Retail chain Croma getting back on track on refreshed omnichannel strategy

The shift in communication and targeting strategy has been accompanied by a complete overhaul of Croma stores


While Croma is getting active in the online space, it has steered clear of following a brand-recommended pricing strategy

Sangeeta Tanwar
Tata Group-owned Infiniti Retail, which operates the electronics and white goods retail chain Croma, is getting back on track. Defying intense competition from pure-play e-commerce players, the company has cut down its losses to Rs 570.9 million in the financial year (FY) 2017 from Rs 1.95 billion in FY 2016. The brick and mortar retail chain’s improved showing comes on the back of a refreshed omnichannel strategy, a push for exclusive product partnerships, and focus on prompt after-sales service delivery. Buoyed by its strong performance, Croma is hoping to break even both at the operating and at the net profit level in FY 2018. 

The leadership at Croma has been quick to realise that for brick and mortar retail businesses

First Published: May 23 2018 | 9:11 PM IST

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