Infiniti Retail canceled partnership with Snapdeal; will invest in its own eCommerce space

Infiniti Retail has finally dissolved its partnership with online marketplace Snapdeal. The deal ran for almost 2 years.
Infiniti Retail

Owner of Chroma brand of stores and promoted by Tata Sons, Infiniti Retail has finally dissolved its partnership with online marketplace Snapdeal. The deal ran for almost 2 years.
It is now banking on its own e-commerce capabilities through its own site, Croma.com which was launched almost 3 years ago. The company eyes at an omni-channel model hoping increase in footfall into its stores.
“We have now corrected our online strategy with a new one, which is more relevant, through own existing site croma.com. Today, we are no longer available on Snapdeal and have built capabilities through our own online strategy,” said Ritesh Ghosal, Chief Marketing Officer, Croma.
In 2014, Infiniti Retail and Snapdeal had forged a tie up to jointly work towards market development initiatives, establishment of joint collaboration on customer and vendor outreach programmes and category development. Both the partners had planned exclusive launches of products and brands in select categories.
We already have the advantage of our stores and now we have created an interactive digital strategy to reach out to consumers who want to see our products online. In fact, during Diwali we had 60 per cent of consumers checking out the products online through our site before visiting the Croma store, added Ghosal.
However, there is pricing parity between the products sold between its online site and offline stores with no discounting schemes which are synonymous with most e-commerce players.
Industry observers claim that for Snapdeal, Croma was just another player on its market place and that most offline stores prefer to use such platforms temporarily till such time they develop their own capabilities in e-commerce.

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