Amidst the booming e-commerce market that has not spared any commodity form being sold online, jewellery brand ORRA has planned to expand its brick-and-mortar reach where e-commerce will be complementing the journey.
CEO and Founder Director of ORRA, Vijay Jain, on the sidelines of India Fashion Forum 2018 said, “We are encouraging people to come in to the stores as it is a high-value proposition and if that piece is available in any part of the country then we will make sure that it comes to the consumer through our Omnichannel approach.”
He further added, “Currently, online contributes approximately 5 percent to the overall revenue but I think it will jump dramatically because we are defining online not as product-centric place from where we only deliver, we are providing an experience where even if a consumer books the jewellery online, he/she can come to the store and pick it up. So we are looking at a 360-degree Omnichannel approach. Whether it is an online or offline customer, we identify them as same as assure to provide same seamless experience.”
At present, ORRA is delivering to all pin codes in the country where couriers reach, with the focus being on areas where their own stores are present. The brand also retails through online marketplace Amazon.