RETAIL STRATEGY – OMNI-CHANNEL IS THE WAY FORWARD
With the constant evolution of the retail landscape, Gap India believes that the future shopping experience is set to include wider use of personalisation, channel-crossing loyalty programmes, and mobile technology. It, therefore, relies on an omni-channel roadmap and focuses on owning the shopping experience of the future. The company emphasizes a seamless inventory model, which enables a single view of stock wherever it is in the store and warehouse estate, as well as a more responsive supply chain.
In August 2016, Arvind went online with its e-commerce portal www. nnnow.com, with a number of select brands. The same year, in October 2016, Arvind put up Gap India’s products on the platform, thereby aligning the brand with its omni-channel retailing strategy.
Owing to its omni-channel approach, its customer base has been growing and a rising number of its online sales is accounted for by buyers from Tier II cities. The fact that it has a logistics model separate from other online portals, which can be attributed to its omni-channel strategy, ensures a faster delivery of the product.
For instance, when a buyer places an order through gap.nnnow.com, the product is picked up directly from the closest store or warehouse that houses it, instead of the conventional practice of picking up the product from the central warehouse and then directing it to the customer’s address. This allows for lesser time consumption and lesser waiting period for the customer.
The Omni-channel model adopted by Gap has essentially led to a smooth, unbroken consumer experience through all the available channels in order reach the consumer. For example, a buyer in Bengaluru wants to purchase an apparel of a particular size but the size is not available at the Gap store located in Whitefield. The buyer then can order for that size either straight from the store or from its online portal and it would be delivered to him/her. If the particular size is available at the store located at Yeshwanthpur, around 25 km away from Whitefield, it would be sent from that store to the buyer’s address in less than 24 hours.•••