Reliance Industries Limited is the largest industrial conglomerate in the Indian sub continent.  Like many Indian conglomerates in last few years, RIL had a very keen eye on expansion into retail trade.  Where others had entered cautiously, RIL entered focused, methodical and clearly with a long-term view.  

Currently in India most retail channels or segments have plenty of room for new entrants to establish and expand their market position as existing levels of competition are light or non-existent.  However in the books and entertainment segment, competition within individual categories is well established with some competitors offering a combined category format. 

A competitive segment is good, very good actually as it will allow Reliance to clearly position Timeout in the market place and gain credit in the mind of the customer for the differentiated experience that Timeout will deliver as the first of its kind category assortment within one destination. 

RIL Timeout will needs to play catch up with a well considered brand launch and retail implementation program that captures customers attention and builds momentum. 

The core customer is currently identified as SEC A/B level customers from the ages of 18-45 with an extended target of 12-50. Competitive retail formats, with limited category assortment may not be able to attract and service a similar customer demographic as Timeout’s wide merchandise and service offer. 

The core merchandise categories of books, entertainment and stationery will offer dominance in assortment and act as key category anchors and traffic drivers to the format.  The complimentary categories of games & toys, gifts, personal electronics and café have selected assortments that give the entire merchandise mix a "unique to the market" combination and promote the destination of choice for leisure, lifestyle and learning family shopping experience position.

One of the key and differentiated propositions of Timeout, beyond category dominance, is interactivity.  Customers will have significant opportunity to interact with merchandise and sales associates on multiple levels and within their individual comfort levels.

This conversion of customers from passive to active interaction is expected to create in a greater retail experience, higher customer satisfaction, increased shopping time and a higher average basket.

rkd retail/iQ was responsible for assisting the strategic brief, all creative expressions, environmental graphic programs and retail planning + design and construction documentation and currently role out the program across selected locations throughout India.