UltraTech Cement has introduced a retail format called ‘UltraTech Building Solutions’, which is a one-stop shop catering to primary construction needs. These retail outlets offer a wide range of rudimentary construction products and value-added services that include Technical Advice during construction, Construction Cost Calculator, Vaastu Consultancy, Product Training in all categories and Technical meets for customers.
This concept uplifts the entire shopping experience of customers and strengthens the existing trade partnerships, by upgrading the service proposition. UltraTech Building Solutions’ major focus is on quality and customer service.
The last decade has seen a major shift in market dynamics, especially when it comes to distribution channels. Companies relying solely on traditional modes of distribution (Agents, Stockists and Dealers) have increasingly forayed into retail to actively engage with the end consumer. UltraTech also felt the need to truly connect with the end consumer. Also, the company felt that from the consumers perspective there was a genuine need for a one-stop shop that could meet all their primary construction needs. To meet these dual objectives, UltraTech came up with a retail format that caters to the end consumer while involving the existing dealers as partners in this initiative.
The format was launched in Rajkot in September,2007 and since then about 500 outlets have been opened across urban, semi-urban and rural locations all over India. The outlets typically range from 300 to 400 sq. ft. in size with additional godown space for storage. UltraTech assists the chosen partners in outlet renovation as per laid down norms. A similar look and feel of the outlets is maintained all over India.
The target audience of this format is individual home builders, small time contractors, masons and painters. In order to provide them a one-stop shop for construction products, UltraTech has established relationships with leading brands across various product categories. Partnerships are enumerated in the table below:
|White Cement & Putty||Birla White|
|Construction Chemicals||Pidilite & Sika|
|Pipes & Fittings||Astral, Kasta & Supreme|
|Steel||Electrotherm, iSteel, MSP, Moira, Polaad & Prime Gold|
|Sand, Bricks and Aggregates||Local tie-ups by outlet|
In addition to the products, to further differentiate these outlets, value added services like Technical Advice during construction, Construction Cost Calculator, Vaastu Consultancy, Product Training on all categories and Technical meets for customers are also provided.