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When retailers were empowering themselves with technologies such as 3-D body scanning, virtual trial rooms, endless aisles and self-checkouts, etc., the last thing on their mind at that time was that these technologies will allow them to go contactless in the days to come. But being ‘contactless’ is becoming the new normal, a part of everyday retailing and technology is helping retailers reach this new normal at a faster pace.
So, as Numero Uno reopens its stores and focuses on going contactless, it is working on educating and familiarising its staff with technology that the brand is adopting.
“Both online and offline training is being provided. One-on-one training has been provided to the team to ensure people understand and follow new ways,” says Santosh Srivastava, Marketing Manager, Numero Uno.
“Mock practice sessions are been organised to ensure things are well understood and followed. While doing all this, we have been following and stressing on social distancing, use of sanitizers, sanitizing workstations and wearing of masks. Proper training manuals have been created to help them understand the SOPs,” he adds.
In an exclusive interview, Srivastava further elucidates on the brand’s reopening strategy, how it is going contactless and training and educating its workforce…
Excerpts from the interview…
How important a role does technology play in a retail set up when it comes to boosting customer satisfaction levels?
Customers now rely on technology more than ever. Technology plays a vital role at every step of customer decision making process. Right from identifying a problem to post purchase valuation, we use technical assists. So, it becomes imperative for any firm to innovate and bring convenient and user-friendly
In today’s scenario where physical retailing has suffered, e-commerce and app-based shopping have surged and become sustainable options for both companies and consumers. Convenience along with minimum contact makes these easy options. The entire browsing, ordering, trials (in some cases), tracking, delivery, post delivery service process is so fluid and
technically advanced that customers feel satisfied at the end.
Even at physical stores, processes like catalogue browsing, e-billing, e-payments and dedicated helpline help boost customer happiness.
What micro-services are you working on to support in-store applications?
We are currently working on strengthening our in-store experiences. From improving digital payment services to introducing e-bills with customer loyalty information, purchase
history and product recommendations. We are also simultaneously working on improving our e-commerce by introducing new and user-friendly website.
How do you go about creating an innovation culture in the company?
People need to understand that change or innovation is the only constant. Adopting an innovation is a smooth process that is made easy with proper training and guidance. Especially during last two months, when offline stores were totally shut, we had to rely on our online channels to generate revenue. We brought in two new things: one, prepaid vouchers and second, WhatsApp shopping. Both these concepts were new for our company,
but people were educated about them before the launch and they were up for these. Our team understands that without constant innovation, we will cease to exist.
What are some of the new technologies that will be indispensable for fashion retail post the COVID 19 pandemic?
Technology has to play a vital role in fashion retailing now. Things like contactless browsing, e-payments, e-billing, virtual assistance, and virtual trial rooms (Augmented Reality) will gain more popularity. Technologies that were a choice earlier will now become a usual thing, without which it would be difficult to render retailing services.
A key strategy will be to utilise its omnichannel presence. Shopping over apps will surely increase in volume as people will now choose convenience plus safety. Brands need to up their online game with smooth UI, easy to use and browse pages, more product and style options, attractive product shoots, easy and fast delivery, convenient payment options, tamper proof and shielded packaging, etc.
Efforts will be made to bring in more technology driven sales to reduce contact. At store level, contactless self-checkout options and digital payments will be important.
Head of Marketing, Max Fashion, Jiten Mahendra pointed out, “ We are able to democratize fashion for 15 million families and to make this possible the company’s marketing mix is based on engagement and experiential marketing. With the current TVC and Digital campaign #MaxYourLook and #Endlessways Max wants to reinforce its position as an International Fashion brand. Brand Properties is another initiative to target 18 – 24 years, which focuses on design through Max Design Awards, Bollywood through Max Emerging Stars where we help people pursue careers in Bollywood and modelling through Max Elite Model Look. We are extremely happy to see the above initiatives yield us results. Our Digital fashion ecosystem has resulted in 2.3 million followers, Over 200K app visitors everyday and a 60 per cent growth in youth contribution”.
Sweden is looking for a joint project with the Aditya Birla Group in the area of smart textiles as part of their effort to increase bilateral trade, a senior Swedish Government official said.Sweden is investing heavily in developing textiles made from sustainable raw materials as it seeks to support a globally successful textile industry
“When I started, the whole idea about being a designer is that you have an idea in your head and your heart, and you hoped somebody liked it. Now it’s all about, Prada are doing this, Gucci are doing that. And everyone’s nervous. And it used to be just about: this is what I do,”
We are present across all major platforms (Myntra, Flipkart, Amazon, Ajio etc.) and have been very successful. We are currently at #1 in selling gear online. Online contributes around 15 per cent of the sales at present, while next year the company is expecting it to be slightly higher at 18 per cent.
Elaborating on India expansion plans, Retail One Solutions and Services Managing Director Sumeet K Lal told PTI: “There is no hurry to open stores. The idea is to set up a long term business opportunity…scaling up is not a problem once we have established the brand In India.”
The product line includes lehengas, sarees, silks, suits, mix-and-match, accessories, men’s ethnic and kids’ wear. Women’s wear includes lehengas, ghagras, silks, sarees, half sarees, blouses, tunics, and mix and match in both ready-to-wear, and unstitched formats. Men’s wear includes kurta pyjamas, Indo western wear, sherwanis, suits, shirts and trousers.
Over the years, Shoppers Stop has made many breakthroughs in the Indian fashion retail industry. Some of the driving factors behind its success are its strong loyalty base, superior brand assortment of nearly 400+ Indian and international brands, exclusive brand partnerships (Rheson, Wrogn, RS By Rocky Star, Femina Flaunt, Love Genration, Desigual), unparalleled customer service and iconic private brands (Stop, Life, Haute Curry, Kashish and Vettorio Fratini).
Max has seen a rapid growth since its inception. From a growth rate of only 20-25 stores per annum till four years back, to this year, which saw Max double its growth rate by opening 50 stores in this calendar year. Max is planning to leverage on the nationwide acceptance of the brand and focus on continuing the expansion all over India, with a focus on the northern and eastern markets. In fact the 201st store of Max is coming up in Bengaluru at Gopalan Arcade Mall, just two days after the 200th store launch.
To this evolving audience, the brand offers a range of products that not only appeals to their aesthetic sense but also provides optimum level of comfort. The Product Range includes vests (fashion & staple), briefs (fashion & staple), trunks (fashion & staple), seamless innerwear, sloungewear, (sleep & lounge) sportswear, thermals, handkerchiefs, and socks. The range starts from as low as Rs 195 for a pair of briefs to as high as Rs 1399.