Lifestyle stores turn to technology, private labels for growth

By

Maverick Martins

Published
Apr 25, 2019

The Dubai-based Landmark Group’s fast fashion chain Lifestyle has turned to technology for growth in the Indian market and banking on its private labels coupled with in-store tech, self-checkout kiosks, mobile POS and virtual trial rooms to boost sales going forward.
 

The company has also launched an app called Lifestyle Buddy to increase customer conversions and purchase value. The app will allow shoppers to scan QR codes at stores and place an order online and will also give customised offers to customers.
 
The brand had earlier launched self-checkout kiosks in its Mumbai, Delhi, Bengaluru, Chennai, and Hyderabad outlets; and virtual trial rooms in its Mumbai outlets last year.

Lifestyle will continue to focus on omnichannel expansion and will be investing a significant amount on digital marketing to connect with customers.
 
“The focus is on omnichannel, retail expansion and sharp price points through its private label play to create differentiation. Private labels like Melange, Code, Forca and Ginger among other contribute about 30% of overall revenues,” S Srinivas Rao, senior vice president, marketing told Financial Express.
 
“The company is using proximity marketing through Facebook and Google to target people within the vicinity of stores. Around 20% of Lifestyle’s media spend each goes to digital and OOH, while print forms 50%,” he added.
 
Lifestyle has earmarked an investment of Rs 200 crore ($29 million) on the expansion of its retail presence in India during the fiscal year 2019-20.
 
Currently, Lifestyle has 77 stores across India and also sells through its own website. Apart from selling its nine private labels, the brand also houses many national and international brands.