Neighbourhood apparel brands partner with offline to online platforms
Neighbourhood apparel brands partner with offline to online platforms

Brands partner with offline to online (020) platforms such as Fynd or Mallfort, which also serve as product discovery apps, that help users to find their favourite apparel in the stores. Jijo Gopal, head, e-commerce, Celio says that while garnering footfalls usually increases purchase, now, delivering the stock in their stores has not only led to an increase in the transaction size per customer, too.

Gopal said, "We deliver close to 300 orders in a month from our stores to the customers in the neighbourhood, in Mumbai, Bengaluru and Delhi as of now." Fynd, a platform that connects brands to end consumers, shows the outlets in the city that sell a product the user is looking for, thus saving the strain of walking into multiple stores looking for the required item.

Harsh Shah, Co-founder, Fynd, said, "The customer would look for a specific product and we list their availability in various retail stores in the vicinity. We work on a commission-based model charging brands per transaction. Customers do not have to pay extra for delivery, if the order size is greater than Rs 1500."

Close to 65 percent of the orders are from the same city as the retail stores, while the platform also delivers to other locations as well. The company has over 1.8 million customers shopping through the app and 180 brands, including Allen Solly, Lee, Wrangler have signed up. Apparel brands find the ecosystem growing and make their products available on multiple platforms and leveraging the delivery from the stores more profitable, as the delivery happens sooner than e-commerce marketplaces.

Somanna M, Head of Marketing, Chumbak, said, "Delivering the products to the homes works better for us, more so during the end of season sale. Unlike in e-marketplaces like Myntra where delivery happens in over 2 days, we manage inventory in the physical stores better, through this process. The delivery from the brick and mortar stores is an additional way to move stock during the end of season sale."

 
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