Shoes & Accessories - - Research -

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., 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, 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.•••

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