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How 24 Seven Reached 100 Stores & 400 Crore Revenue Through Clever Marketing Strategies
24 SEVEN is a retail store that has carved out a unique position in the market by staying open 24 hours a day, 7 days a week. This constant availability alongside smart marketing has fueled their growth. In this post, we’ll analyze 24 SEVEN’s key marketing strategies.
About 24 SEVEN
24 SEVEN is a retail chain known for convenience stores that never close. Founded in 2002 in Mumbai, they now have over 150 locations across India. They sell groceries, household essentials, ready-to-eat foods, and more.
What’s New
Recently, 24 SEVEN experimented with a new store format called 24 SEVEN Smart. These high-tech stores feature self-checkout and app-based shopping. This allows 24 SEVEN to operate the store with less staff while still providing service 24/7. Early results have been positive.
Defining Their Audience
The typical 24 SEVEN customer values convenience and immediate availability of everyday essentials. They are often unable to shop during regular business hours. This audience includes shift workers, travelers, and anyone who needs something outside of usual retail hours.
The Marketing Magic Behind 24 SEVEN’s Winning Formula
Product Strategy: Convenience is King
As a convenience retailer built around all-hours availability, 24 SEVEN has carefully crafted its product mix to align with its core customers’ needs. Focusing on ready-to-eat foods, toiletries, over-the-counter medical supplies, beverages, snacks, and other late-night essentials, 24 SEVEN stocks its shelves with exactly the things someone might urgently require even at 2 or 3 in the morning.
They actively analyze regional sales patterns down to the store level, tweaking their offerings market-by-market to provide the optimal mix of must-have products when customers need them most. This meticulous approach to in-demand product availability is a cornerstone of 24 SEVEN’s model.
Pricing Strategy: A Reasonable Premium for True Anytime Access
Given the exceptional convenience and around-the-clock availability that 24 SEVEN provides, they smartly leverage this advantage through value-based pricing.
While their prices may be at a slight premium versus big box discount retailers and grocery chains which lack 24 SEVEN’s all-hours service, those modestly higher prices convey the unique value proposition of having essentials right at your fingertips, whenever you might need them. It’s a pricing sweet spot – not rock-bottom, yet still reasonable for the unmatched combination of assortment, access, and availability that is 24 SEVEN’s signature retail offering.
Place Strategy: Location is Everything for Accessibility
In selecting store locations, 24 SEVEN looks for high foot traffic areas with constant activity day and night. This visibility translates to walk-in customers and impulse purchases at all hours. Areas around transportation hubs are also prime sites to catch commuters and travellers coming and going round-the-clock.
Through bright exterior signage and lighting, 24 SEVEN makes its stores shine prominently against the night sky, signalling its 24/7 availability from blocks away. Locations close to customers whenever and wherever the need arises is central to 24 SEVEN’s local convenience model.
Promotional Strategy: Building an Unmistakable Brand Identity
With their trademark black-and-green color scheme and prominent store signage, 24 SEVEN locations are visually unmistakable, even from afar. This clear branding signals both identity and availability, with locations broadcasting their 24/7 open doors status with an energy that radiates right down the street.
Complementing this visual presence, promotions and digital coupons drive customer sign-ups and engagement with the brand. Through online and mobile channels, 24 SEVEN sustains lasting connections with loyal customers when they’re away from the stores. The combined impact of energetic branding, consistent identity, and multi-channel promotions makes 24 SEVEN utterly unique in customers’ minds.
Key Competitors: Contending With Retail Giants
While 24 SEVEN dominates the 24/7 convenience space, it still faces competition across the broader retail landscape. Convenience store chains like 7-Eleven offer similar products, yet lack 24 SEVEN’s round-the-clock availability that caters specifically to off-hour buyer needs.
Meanwhile, discount grocers such as D-Mart provide cheaper pricing on basics like packaged foods and home essentials, but without the convenience-oriented assortment and prime locations that 24 SEVEN features.
E-grocers like BigBasket offer delivery-based convenience through online ordering, but still lack brick-and-mortar proximity and ability to walk in anytime. While each of these contenders serves consumer needs in their own retail niches, none can match the precise formula of hyper-convenience, value pricing, strategic product mix, and 24/7 service that has fueled 24 SEVEN’s niche success.
Unique Strategies Driving Sustained Leadership and Loyalty
By catering specifically to consumers’ unmet needs for off-hour access to daily retail basics, 24 SEVEN tapped into an underserved market from its very founding. Its 24/7 availability, convenient and high-traffic locations, carefully tailored product selection, and consistent consumer branding form an unmatched retail package that the competition has yet to crack.
On top of this, customer loyalty programs like 24 SEVEN’s VIP Advantage Card, which provides bonus buying power for frequent shoppers, have further cemented customer relationships and driven sustained foot traffic regardless of the hour.
Rather than chasing quick growth through reckless expansion, 24 SEVEN has organically scaled its operations market-by-market, finetuning its model as needed to align with localized buyer needs. This measured approach has allowed 24 SEVEN to expand its geographical reach while retaining the signature combination of qualities and service levels that built its loyal customer base in the first place. The result is steady success with leadership in 24/7 convenience that no competitor has yet challenged.
Final words
Through its laser focus on convenience and around-the-clock availability, 24 SEVEN has cemented itself as a go-to retailer for India’s off-hour shopping needs. Its tailored product mix, value-based pricing, optimal store locations, and consistent branding form an unbeatable customer value proposition.
Loyalty programs and digital engagement further drive habitual store traffic regardless of the hour or day. Despite competition from various retail models, none have replicated 24 SEVEN’s precise formula that combines hyper-convenience and strategic consumer messaging. By organically expanding while retaining localized relevance, 24 SEVEN enjoys sustained leadership in 24/7 retail. Its supercharged convenience proposition remains as compelling as ever to India’s late night shoppers.
