Fashion and beauty cos bet big on experience-led tech this year as mere online connect with shoppers is passe in post-pandemic times, Retail News, ET Retail

Davida Erdahl

Top trend and personal care corporations these kinds of as Pepe Jeans, Ritu Kumar and Health and fitness & Glow, which have predominantly operated in the offline space, are aggressively investing to update their internet websites, apps and social media handles to remain just one-up in the crowded on the […]

Top trend and personal care corporations these kinds of as Pepe Jeans, Ritu Kumar and Health and fitness & Glow, which have predominantly operated in the offline space, are aggressively investing to update their internet websites, apps and social media handles to remain just one-up in the crowded on the web ecosystem and woo the article-pandemic shopper. Around a digital panel discussion organised at the Retail Management Summit 2021, the head honchos of the corporations mentioned basically acquiring an on the web link with the buyer simply cannot propel a business any more.

“Experience on the internet site has grow to be paramount. You simply cannot have straightforward e-commerce photographs to promote your product or service now. Photoshoots have to have to be expressive to convey the manufacturer information as executed in our bodily stores,” mentioned Ritu Kumar’s managing director Amrish Kumar.

The apparel manufacturer, regarded for its India-influenced styles, is at present focussed on its have internet site product sales as the corporation taps the top quality side of the current market contrary to marketplaces dominated by benefit-focussed manufacturers providing deep savings.

“Online is a distinctive paradigm that wants distinctive curation of encounters but brings with it price troubles too. Even even though we really don’t have to have to spend rent for bodily stores, we have to spend a pseudo rent to be seen on the web which interprets into electronic marketing,” included Kumar.

Digital-initial manufacturers these kinds of as pores and skin care corporation The Mothers Co, which had an edge around other people amid the pandemic owing to its established on the web presence, famous that interaction will be the crucial differentiator in the ecosystem as ecommerce saw a soar in the new wave of direct-to-buyer manufacturers around the final 6 months.

“In the pores and skin care field, customers are getting extremely aware about solutions and elements which accelerated during the pandemic. It is thus vital for manufacturers to around-talk now. Digital space enables you to do that properly,” mentioned Malika Sadani, founder of The Mothers Co, introducing, “From the price viewpoint, threat is also lessen on the web than offline as we can freely experiment and check the current market prior to executing a strategy.”

According to a recent international survey on buyer buying behaviour by EY India – around the following four-5 years – 94% of on the web shoppers will use good phones, 70% will devote more on encounters, 67% will do more buying on the web and only stop by stores that supply encounters, and fifty six% customers will use voice-activated devices regularly to make buy choices.

“It is obvious that there is an improve in on the web buying but there is also a have to have for experience,” mentioned Pinakiranjan Mishra, sector chief – buyer solutions and retail at EY India, who also moderated the panel discussion.

Even though ecommerce surged amid the pandemic, corporations said that omnichannel will be aspect and parcel of long term retail and draw in investment from a technological standpoint. According to Avery Dennison, the company of apparel branding, labels and tags these kinds of as Radio Frequency Identification (RFID) inlays, India will see a large amount more top quality legacy stores in the following 5 years with more rapidly adoption of RFID technologies. Large trend manufacturers these kinds of as Zara, Marks & Spencer, Uniqlo, Mango and Roadster are by now investing in RFID inlays for tracking and managing inventory at their stores.

“The long term is about encounters no matter if you deliver it via technologies or human interface. Our December-January product sales exhibit that we had some customers who shopped at the shop and some who shopped on the web,” mentioned Manish Kapoor, CEO of denim player Pepe Jeans London.

Evaluating omnichannel retail to OTT platforms these kinds of as Netflix and Hotstar that stream content on a wide range of channels these kinds of as cellular apps, laptops or tv sets, K. Venkataramani, managing director of Health and fitness & Glow mentioned, “The features that we place out pre-pandemic these kinds of as an application with self-checkout scanner, click and accumulate and convey supply saw important contribution to the business during unlockdown section.”

Health and fitness & Glow played in the pure offline space for 22 years but is aggressively investing in technologies and digitization to remain applicable. For occasion, the elegance and wellness retailer just lately switched from pores and skin analysers to deliver pores and skin studies for customers at stores to touchless selfie-primarily based options for the exact article-pandemic.

“These options are not necessarily pricey but make for far better entrance-end encounters,” included Venkataramani.

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