Cu­rated For Omni Chan­nel

Online Fash­ion re­tailer Myn­tra leads its de­buts into the om­nichan­nel domain with its star per­form­ing pri­vate la­bel Road­ster Life Co. in a con­cept phys­i­cal store in Ban­ga­lore, In­dia. The store ex­pe­ri­ence strat­egy is to use very in­no­va­tive tech­nol­ogy in an

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Brand Road­ster Life Co., from the pri­vate la­bel port­fo­lio of Myn­tra, has been show­ing great po­ten­tial in terms of its over­all con­tri­bu­tion to Myn­tra and its ag­gres­sive growth year on year. It there­fore made good busi­ness strat­egy for Myn­tra to use brand Road­ster Life Co. to de­but into the om­nichan­nel store domain. With its strength in tech­nol­ogy and user ex­pe­ri­ence, it made log­i­cal sense to bring its Fash­ion Quo­tient and Tech strength to­gether in a tac­tile phys­i­cal store.

The fu­tur­is­tic store spread over 4000 sft com­bines the ac­ces­si­bil­ity of touch-and­feel along with in­te­grat­ing tech­nol­ogy like Ananth Narayanan, CEO of Myn­tra & Jabong, said, It’s our en­try into the off­line seg­ment will fur­ther boost its prospects. With this move, customers will re­ceive an ex­cep­tional brand ex­pe­ri­ence trans­formed by tech­nol­ogy and a new av­enue for shop­ping. This is our first step in cu­rat­ing an om­nichan­nel pres­ence and will be a ma­jor area of fo­cus for us in the months to come.

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