Godrej & Boyce, the flagship company of the Godrej Group, announced that its business Godrej Interio, a furniture brand in home and institutional segments has revealed that it is strengthening its omnichannel presence to enhance accessibility for its customers.
Using a mix of technology and processes, the brand will increase the involvement of channel partners as a part of its omnichannel strategy. By increasing its delivery points to over 300 cities, Godrej Interio is targeting a growth of 40 percent in its e-comm sales.
The brand is also growing its e-commerce reach from 23 cities to 300+ cities by the end of FY 22-23 in a phase-wise manner. This reach will eventually translate into delivery to 10,000+ pin codes. In FY 2021-22, Godrej Interio will be adding up to 90 stores throughout India in Tier l, ll, and lll towns to ensure greater accessibility to customers across a broader geography. To enhance the consumer experience, Godrej Interio will also be experimenting the newer technologies and digital tools in smaller stores.
While the demand for work from home (WFH) furniture demand dwindled after an initial spurt, primarily due to advanced stages of unlocking, Godrej Interio witnessed an increase in furniture purchases in Q2 due to the onset of the wedding season and the festive season after COVID-19’s second wave.
Subodh Mehta, Senior Vice President (B2C), Godrej Interio said, “Being accessible to our customers across the country is our primary objective. We will continue to expand our offline retail presence along with ramping up our online presence. Given that furniture is a touch and feel category, we noticed that many customers purchased from our stores after browsing online and so we ramped up the use of digital technology to assist them in making a purchase they would be happy with.”
Another interesting trend we observed was home renovations and new home possessions were on the rise as customers used their discretionary income to redecorate their homes which was stalled due to the pandemic. We have a revenue growth rate of close to 18 percent for B2C products and an overall growth rate accruing up to 20 percent. We will grow by 10 percent this fiscal year over the FY19-20 base year. Through our greater reach via e-commerce, we plan to focus on Work from home, Study from home and multifunctional furniture offerings, in addition to regular home furniture.”
Godrej Interio has been investing heavily in key digital technologies, automation, processes, and people to build a robust, truly Omni-channel, Omni-present furniture brand with the largest footprint across the country.
With consumers today preferring to browse online before making a purchase, Godrej Interio has initiated Virtual and Hybrid selling, Contactless payments, virtual walkthroughs, Room Planner & Product Configurators to cater to the newfound trend. The brand has blended its digital and retail stores to deliver a truly omnichannel experience to customers.