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BANGALORE
SEPTEMBER 27, 2006
Acer India announced that they have achieved the one hundred mark in
exclusive Acer Mall retail outlets across the country. Acer Malls today are
spread across 60 cities and towns in India.
With over 250 retail outlets in total (exclusive brand shop + multi-brand)
and a retail footprint in over 100 cities and towns, this landmark of 100 brand
stores is testimony to the fact that single brand focused retailing brings in
larger rewards in the long run.
Acer malls today are not just pure play computer showrooms but are full
fledged IT specialty stores offering the customer a variety of IT offerings for
a Home/SOHO customer under the brand umbrella of Acer.
Speaking on this occasion WS Mukund, Managing Director, Acer India, said,
"The Acer Malls retail format has been a big success across the country and
played a very significant role in increasing Acer's visibility and brand equity
in the market. Since Acer ventured into retail over two years ago we have
witnessed an increase in customer perceptions about our brand and acceptability
among the student, home and SOHO community."
Acer malls are the most elite of Acer's channel and involve the maximum
amount of commitment from the partners. In return they also enjoy significant
benefits over the other retail outlets and normal registered partners. The
objective of the Acer Mall format is to focus on the key company objective of
ensuring profitability and sustainability of single brand outlets. Acer will
continue to focus its energies on the expansion of this channel especially into
the B, C & D category cities. Acer is also focused in achieving a balanced
geographical coverage in the larger cities, looking at the potential of high
traffic areas.
Speaking on this achievement, S Rajendran, GM - Sales & Marketing,
Mobility Display Products Group, Acer India, said, "There has seen a
significant rise in footfalls and profitability across the Acer brand stores in
the last two years. Our focus is on communicating the brand personality and
superiority of Acer products and technologies while reassuring the customer of
value for money motto. We are looking at expanding to over 300 quality retail
outlets by the end of the year and will continue to actively look out for retail
partners across the country, especially in the smaller towns as we expand our
presence in interior India."
Marketing support for Acer Malls is another differentiator and a key
value-add to partners. Acer supports their Acer Mall partners through frequent
ground level activities in high traffic zones across the country to help drive
traffic and sales from these locations to its brand stores. Acer has
successfully accomplished close 1000 such events across the country with its
Acer Malls in this Financial Year so far.
Acer's expansion plans for their retail channel is a carefully planned
process involving several criteria. Acer malls contribute to over 70 percent of
the entire sales from the retail channel and make up close to 35 percent of the
company's overall sales. Sales from retail have been growing on an average by
close to 100 percent Year on Year since 2003. In order to match that success
Acer will be looking at all retail parameters and partner strengths before its
signs on a new retail relationship. As is seen in most mature markets Acer plans
to work with both its organized retail network and its present retail channel. Page(s) 1
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