Reliance Retail revamping Trends stores with new-age, tech-enabled features

economictimes.indiatimes.com:

Reliance Retail said it is revamping Trends fashion stores across the county by adding contemporary and tech-enabled features ranging from self-checkout counters to electronic shelf labels to attract customers of younger generations. Reliance Retail is revamping around 150 Trends stores pan-India with a new brand identity. The stores will have a new look right from the facade to fixtures, lighting, ceiling and flooring, becoming more aspirational for shoppers, the retailer said.

Trends, an affordable fashion & lifestyle retailer which operates more than 2,300 stores in over 1,100 towns and cities across India, has opened its first such store with a new brand identity in Surat with several more in the pipeline to be opened shortly. Now all new Trends stores to be opened by Reliance Retail in the future will be based on the new format, which may also have a dedicated space for local artesian to showcase the city's identity. Reliance Fashion & Lifestyle President & CEO Akhilesh Prasad said consumers nowadays are demanding fresh and unique experiences.

«In our latest Trends store opened at VIP Road, Surat, we have introduced a brand new retail identity by incorporating several new-age tech interventions in the form of self-checkouts, electronic shelf labels, RFID-enablement and dual-sided cash tills,» Prasad told PTI. Moreover, several global best practices have also been adapted for merchandising and product display, leading to quicker product discovery, he added. Trends accounts for a major share of Reliance Retail's garment sales.