Monginis revamps its retail experience

Leading bakery chain Monginis has recently set out to update their retail experience by adopting a new brand image and converting it into strategic store design, VM and communications for their store environments. The brand is in the process of rolling this new concept at 750+ outlets across the country. Qusai Khorakiwala, Director, Monginis Foods Pvt. Ltd., explained, “The business model of Monginis is founded on the commitment of delivering ‘Factory to Fork quality’ to the consumer for which we have vertically integrated our baking ecosystem that matches global benchmarks in this segment. Our vision is to ‘be a part of every celebration in India’ and this has been delivered through a dominant network of 18 ISO 22000:2005 Certified Factories, 750+ Cake Shops across 150 cities, 1700+ distributors and 70+ super stockists.” The brand has also recently taken the omni-channel route by setting up an online store, which is already garnering good business for the brand.

The new store layout was reconfigured to give more space for customer circulation and experience inside a compact area of 300 sqft. The interior design palette used was a combination of brand colors combined with earthy colors, materials and textures that are associated with a modern café. Communication and imagery was planned in the store at very strategic points to highlight the Monginis advantage with clarity and assertiveness.

The store experience has been clearly segmented into three zones- The Quick Bite (Puffs & savories), The Quick Pick (Packaged cakes and savories) and The Core (Fresh Cakes & services), aligned respectively from the store entrance. A clear view of the fresh snacks in the Quick Bite zone helps build additional footfalls into the store.  An organized planogram supported with product and brand speak communication assist customers in having a convenient and enjoyable experience at The Quick Pick zone in the store, while The Core zone presents the different types of specialty designer cakes. The store also uses various digital tabs and screens to present the brand’s wide portfolio.