Last mile customer touch-points play a big role in purchase decisions. This is true especially in small towns where an exclusive outlet helps boost customer confidence in the brand and goes a long way in improving service levels. Looking at further increasing its presence in small towns, (Tier III and IV) Sun Direct has set up customer experience outlets called ‘Sunshine’, where consumers can buy new connections, ask for a product demo, get a recharge for their connection or upgrade their packs.
More importantly, the Sunshine outlet will act as a customer care and servicing centre where existing subscribers can get their set top boxes serviced as well as buy spares.
On the occasion of the opening of the first Sunshine stores in Tamil Nadu and Karnataka, Mahesh Kumar, MD, Sun Direct said, “Sunshine will offer a great opportunity for customers and subscribers to avail first rate service from Sun Direct. The Sunshine store will be a key movement in making strong inroads into smaller towns where a multitude of services and solutions can be offered under a single roof. We are sure that this last mile customer touch-point will be a game-changer in DTH adaption across smaller towns in India, thereby ensuring a higher level of customer satisfaction.”
Advantages of a physical storefront
Sunshine centres will ensure customers have a comfortable conversation in relation to their service issues. This will be an important step especially in small towns where it is crucial to enhance the level of customer satisfaction and ensure that their expectations are met.
In the presence of an established and strong online mode of purchase, these outlets will help customers in small towns to make a right choice since they are not exposed to the digital platform. The face-to-face engagement will be the key factor in influencing their buying decision.
The DTH player has currently opened several outlets in various cities. Based on the feedback, it will scale up these outlets to over 400 in other small towns across South by this year end. Five per cent of the overall revenue is expected to come through these outlets.