Click. Brick. And All That’s In-be­tween

VMRD - - Omni Channel -

“I want us to stop talk­ing about dig­i­tal and phys­i­cal re­tail as if they’re two sep­a­rate things. The cus­tomer doesn’t think of it that way, and we can’t ei­ther”, said Doug McMil­lon, CEO, Wal­mart. This quote is fast shap­ing the world of re­tail. Ac­cord­ing to a re­cent re­port in 2017 com­piled by Re­tail­ers As­so­ci­a­tion of In­dia and dig­i­tal mar­ket­ing agency ValueFirst re­port, the size of mod­ern re­tail in In­dia is ex­pected to dou­ble from $13 bil­lion to $25.7 bil­lion in three years which is driven by omni-chan­nel re­tail. As the most in­ter­est­ing de­vel­op­ment of omni-chan­nel re­tail in re­cent years, the brands who fore­saw suc­cess in swipes and clicks are be­ing found hob­nob­bing with brick-and-mor­tar re­tail­ers.

The Lure Of Brick N Mor­tar

Brands deal­ing in spe­cial­ity mer­chan­dise seg­ments like Zi­vame, Len­skart, Carat­lane, Nykaa, Ur­ban Lad­der have al­ready re­vealed their plans to build strong brick-and­mor­tar net­work. Lin­gerie brand Zi­vame and jew­ellery brand Carat­lane plans to open 20 more stores each by next year, while lead­ing eye­wear brand Len­skart has re­vealed its plan to open 200 stores fo­cus­ing on mini met­ros and small towns and beauty and cos­met­ics player Nykaa is look­ing to have 30 stores by next year.

On­line cloth­ing brands like Fa­bal­ley and Va­jor are fast be­com­ing parts of the league. Va­jor plans to open two stores in Delhi this year while scal­ing up their store counts in next 6-9 months. Fa­bal­ley, with 50 SISs with Fu­ture Group’s large for­mat stores, has re­cently opened an EBO. The brand has re­vealed its planned in­vest­ment for off­line ex­pan­sion is to be over 1 mil­lion USD, with the es­ti­mated off­line rev­enue share go­ing up to 30% of the com­pany’s to­tal rev­enue by the end of FY19. “In­dis­crim­i­nate ex­pan­sion is not on the cards as our off­line strat­egy is fo­cused on be­ing prof­itable at ev­ery door we op­er­ate,”


Fa­bAl­ley, James, Shivani Pod­dar, Co-CEO of

Open­ing its first flag­ship store in July this year in Ban­ga­lore, fur­ni­ture re­tailer Ur­ban Lad­der dis­closed that it will in­vest 10-15 mil­lion USD in phys­i­cal re­tail over the next 12-18 months. Dis­clos­ing more on the same,

Di­rec­tor Pradeep of De­sign,

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