Although textile major Raymond claims it is facing no competition from ecommerce players, it plans to come out with an omni-channel strategy to scale up its digital business and woo younger customers to its products. “For Raymond, the customer base is largely 30 years and above, while a huge number of customers who shop online are below 30 years of age, so we donot see any competition,” Mohit Dhanjal, director retail at Raymond Ltd said. “Nowadays, a customer seeks convenience and so a lot of online shopping happens after 9 pm, when no physical stores are open, so if a customer wants Raymond products, he or she should also find it online,” Dhanjal told PTI. “Which is the reason we are looking at an omni-channel strategy, where a consumer can shop online or shop at the store and get it delivered at his home and if the product is not available in-store, the shopper can order it online,” Dhanjal added. According to him, rising sales garnered by ecommerce players made Raymond think hard in terms of adding stores and the way to go was to enter tier IV or V markets, but because of online, one does not need to add physical stores.
