Snapdeal Launches Omni Channel, Integrates Offline and Online Retail

Snapdeal announced Monday the launch of its Omni Channel platform, which it said combines online discovery of products with same day, hyperlocal fulfilment with value added services.

Omni Channel will provide consumers access to value added and expert services as a part of their purchase, including demonstration, installation, activation. or returns at a store near them.

Snapdeal said that the platform will power an ecosystem of leading brands, large format retailers (LFRs), small businesses and technology startups, and will be available across 70 cities in India. The first stores and brands to go live on the Omni Channel will be The Mobile Store (TMS), Michelin, Luminous, and Shoppers Stop.

Customers buying their phones on Snapdeal will have the option to pick up or get their phone delivered from the nearest The Mobile Store (TMS) store within 2 hours of ordering. Trained agents of the store will also help set up and demonstrate phone features, in addition to offering services like SIM resizing, data transfer, screen guard installation, all in the comfort of buyer's home, Snapdeal said.

Customers will also be able to access these services at the nearest store if they chose the pickup option.

Kunal Bahl, Co-Founder and CEO, Snapdeal said that his team had worked tirelessly on a seamless omni-channel platform codenamed 'Janus', referring to the Roman god of beginnings, transitions, gates, doors, and doorways. "The synergies between online and offline commerce in India will be unlocked like never before. We are confident that our customers will find our omni channel offerings to be very intuitive, making their shopping experience extremely convenient," He said.

Snapdeal quoted a study linking online and offline behaviour before making purchase decisions. 77 percent of consumers browse in stores before making a purchase online and 55 percent consumers conduct on-the-go mobile research before making a purchase in-store.

Snapdeal's omni channel platform seeks to fulfill this need in partnership with its ecosystem partners, the company said.

Snapdeal-operated mobile wallet FreeCharge recently announced that it now has 1 million customers, achieving the milestone in five days of customer roll out.