ABFRL signs visual merchandising deal with Channelplay

Aditya Birla Fashion and Retail Ltd (ABFRL) has signed a visual merchandising deal with a retail distribution and solutions company, Channelplay.

As per the agreement, Channelplay will improve the visibility and market share of ABFRL’s White’s Primer and Seep Guard products. It will also enhance the company’s brand awareness across the nation.

For this project, Channelplay will develop and implement a program to increase the brand awareness, strengthen market share, and drives sales growth for ABFRL’s new products, says YasirHussain, Vice President, Channelplay.

Having a network of over 30,000 dealers and retailers across India, Channelplay will install Shop in Shop (SIS) units across all stores to enhance Aditya Birla’s share of shelf space and product visibility within the stores. This plan also includes designing and implementing a pilot channel loyalty program and promoter activation plan for 50 locations.

ABFRL owns a repertoire of brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England. It has long-term exclusive partnerships with select international brands such as Ralph Lauren, Hackett London, Ted Baker, Fred Perry, Forever 21, American Eagle, Reebok and Galeries Lafayette. It has a network of 3,977 stores across approximately 33,535 multi-brand outlets.