Now. get your Metro shoes home delivered

30 Jul,2012

By Tuhina Anand


Metro Shoes has come up with a unique initiative to give an enhanced experience to its customers – that of getting their shoes delivered to their doorsteps. The service, in a nutshell, is that if the customer does not get his/her size and if it’s available in any other store across India, then Metro will procure it and send it to the customer’s home with no delivery charge for a hassle-free shopping experience.


Talking about the initiative, Lavina Rodrigues Pinto, Marketing Manager, Metro Shoes, said: “At Metro Shoes, we believe in making a customer, and not a sale. The idea of initiating this unique service was to enhance the ‘customer delight’ by giving him/her what they needed without them having to worry about logistical and delivery hassles.”


Ms Pinto added: “Being in the business of selling shoes for more than eight decades, we have fine-tuned and learnt from our customers; hence the service was started to provide them the much needed comfortable experience. With the growing number of brands in the market and lesser time spent by customers on singular labels, we have tried to think one step ahead in terms of loyalty marketing and creating patrons.”


On their expansion plans, Ms Pinto shared that Metro Shoes aims to be Rs1,000 crore company by 2015. There is also plan to open 43 new outlets in 2012-13 with an investment of Rs44 crores. The expansion is also aimed at Tier II markets which have great potential. Currently Metro Shoes covers 20 states inIndiaand are also the largest fashion footwear brand in the country. The plan is also to add more standalone accessories stores and value format stores like MSL (More shoes for Less) in the coming years.


The company also launched their e-commerce portal eight years back. Ms Pinto said: “The response has been very encouraging and we are seeing a growing category of shoppers inIndiawho prefer the click to walk.”


She added: “At Metro Shoes, we have a philosophy of combining traditional ethos with contemporary means. To enhance customer experience, we have a well integrated loyalty programme. We also have a growing market of NRIs and wedding shoppers for whom we customize shoes and match the trousseau or attire. Another interesting feature is our product mix – we customize our mix regionally. For example, stores in Kerala have more flats where asChandigarhsees more of heels’ sales.Bangalorehas more colours, whereas Kolkata prefers earthy tones! With the launch of our e-commerce portal, it has helped us break geographic barriers and we have seen a healthy growth in this arena too.”


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