Mango India moves offline with store in Delhi
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Mango India has moved on to the ground with a store in Delhi in conjunction with its e-commerce business partner Myntra.
In turn, Myntra has partnered with select retail companies to curate the Spanish apparel company’s offline business and help it expand its omni-channel strategy in India.
Mango’s expansion plan comprises 25 store openings in India over the next five years. Its first store, at Select Citywalk Mall in Delhi’s Saket district, was launched with an event hosted by model/actress Ileana D’Cruz. The second store will open at Phoenix Mall in Mumbai next month, to be followed by three more openings before year’s end.
Delhi’s store has advanced technology to provide a seamless shopping experience. It sets the style for the stores to come, featuring integrated inventory and the “endless aisle” concept. Customers can browse the Mango collection on an in-store tablet, check out product details and availability, and have goods from other stores delivered to their home. The tablets also provide personalised recommendations based on purchase history, and advise customers about new products and styles.
By using the assisted-checkout feature on the tablets, customers will be able to skip queues.
Mango chose Myntra in 2014 to help develop its online business in India. Already Mango has become one of the five top-selling women’s western-wear brands on Myntra marketplace, with annual growth rates exceeding 100 per cent.
“Myntra’s expertise has allowed us to reach virtually every corner of India and increase our customer base exponentially,” says Mango executive VP Daniel Lopez. “Following an omni-channel strategy and having physical stores will allow us to generate value for consumers by improving their shopping experience”.
Founded in 1984, Barcelona-based Mango has stores in 110 countries. Every year it designs more than 18,000 garments and accessories, and closed its latest financial year with sales of €2.26 billion (US$ 2.6 billion).
Myntra marketplace lists more than 2000 fashion and lifestyle brands such as Adidas, Diesel, Ferrari, Harley Davidson, Levi’s, Nike, Puma, Timberland and Wrangler.
Questions & Answers
Q.What is the primary reason Mango has decided to open physical stores in India now?
What is the primary reason Mango has decided to open physical stores in India now?
Following an omni-channel strategy with physical stores will help generate value for consumers by improving their shopping experience, according to Mango's executive VP. This builds on their existing successful e-commerce presence.
Q.Which specific features does the new Delhi store offer to enhance the customer experience?
Which specific features does the new Delhi store offer to enhance the customer experience?
The Delhi store features integrated inventory, an “endless aisle” concept, and in-store tablets. These tablets allow customers to browse, check details, get goods delivered from other stores, and receive personalised recommendations.
Q.What is the planned expansion for Mango's physical presence in India over the coming years?
What is the planned expansion for Mango's physical presence in India over the coming years?
Mango plans to open 25 stores across India over the next five years. After the Delhi launch, the second store will open in Mumbai next month, with three more openings scheduled before the end of the year.
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