14Extending to create experiential value
The fact is that for many brands, digital
signage and communication is part of
the larger thrust on technology to create
a phygital experience. Brand Raymond
for example, has integrated a digital
omnichannel capability, through which
customers can access a curated range
of products from the online web store
‘Raymond Next’. “All the stores are connected
through an interactive kiosk located in the
store. In case a customer wants a product
that is not available at the store, he can
access our web store and select the product
from this curated range. He may then
choose to get the product delivered either
at the store or at his desired address,” says
Mohit Dhanjal, Director – Retail, Raymond.
Apart from this, the brand has undertaken
various digital initiatives to improve
customer and store experience. An
example is the ‘ StyleMe’ augmented reality
experience, which is a tech-enabled tool that
helps customers visualize how the fabric will
look on them in different style and options.
They just need to drape the fabric onto their
reflection using augmented reality.
Arvind Fashions Limited has also brought in
the endless aisle concept at GAP, Unlimited
and Flying Machine stores. It is basically
a tab service that can show around 3000
to 4000 styles which the customers can
customize as per their requirements.
“Through the tab we can show you our
best seller, what is trending and what is in
the season. Beside the customer can apply
any filter they want. It is like complete
digital browsing of a physical store. And
if the product is not available at the store,
then we will place an order on behalf of the
customers that is delivered to the customer
within few days. One of our store has done
around 6% to 7% of its total sales through
tabs,” says Shishir Gupta.
Shishir Gupta, Head – Digital In-store
Experience, Arvind Fashions LimitedJuly 2019Mohit Dhanjal, Director – Retail
RaymondGajpal Singh Rathore, Head - VM &
Projects – Arrow, Arvind Fashions Ltd