Croma, the multi-brand consumer durables and electronics retail chain of the Tata Group has always been in the forefront of innovation and customer service.
Croma, the multi-brand consumer durables and electronics retail chain of the Tata Group has always been in the forefront of innovation and customer service. It was the first in the category to launch a webstore (croma.com) in 2012. It is once again first off the block with internationally popular omni-channel features added to the shopping experience.
Over the last year, Croma has already deployed an integrated shopping interface, allowing for a seamless experience across stores and ecommerce. Customers have also been quick to adopt this new age shopping method, with over 30% of Croma’s online sales now choosing to enjoy these omni-channel features. Its mobile responsive webstore is rapidly gaining traction as more and more customers walk into Croma stores with either information about the product they desire or having already booked the purchase online.
“Customers buy digital gadgets and home electronics as a reflection of their personality and passion. We have always tried to be at the forefront in providing customers a shopping experience that fulfills that aspiration. This journey is no longer about a customer choosing between the touch-feel-try experience with the friendly Croma store staff and the convenience of purchasing a product online. It is now about allowing the customer to choose the best of both worlds in an entirely new shopping paradigm for India. Our vision is simple – it’s about providing the Croma shopping experience, any place, any time the customer chooses” Avijit Mitra, CEO, Croma.
Research in developed markets indicate that the two most used omni-channel features on webstores are: (1) checking Stock Availability at physical stores and (2) Order-online-pickup-at-stores. Both these features have been available to Croma customers for some time now. In addition, some other internationally accepted features are either already available to Croma customers or in pilot stage of being made available.
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