We’re building a single view of inventory and customers: Dharmendra Mehta, Lals Group

Operating a clutch of international and homegrown brands, regional retail conglomerate Lals Group expects its online arm to generate between 10-and-15% of total revenues depending upon the maturity of the brand and its e-commerce platform.

Commenting on the Group’s digital transformation priorities, Dharmendra Mehta, Group Head E-commerce said, “We are building a single view of inventory to be able to ship a product from any location to any customer. We are also building a single view of the customer to enable them to transact across multiple brands and channels. Through omnichannel integration we are keen to offer customers a seamless and integrated shopping experience across forward and reverse flows.”

For perspective, currently Lals Group operates 150+ retail stores, four online stores and two mobile apps.

Asked about innovations that the Group is planning to undertake in the areas of customer engagement, operational efficiency and to create an overall delightful shopping experience, Mehta shared the following:

• Personalisation and AI-driven recommendations: In a highly competitive market it is critical to identify customer needs and service them according to their personal choices.
• Augmented Reality: Our furniture brand Homes R Us is currently experimenting with AR-enabled virtual trial rooms for key product categories such as modular sofas where customers can experience the product in their environment to help them make informed decisions.
• Voice commerce: Collaboration with voice activated tools such as Alexa and Google Assistant will streamline the entire purchase process and make it even more convenient especially for brands in the mother and baby segments.
• Order fulfilment: Click & collect and other quick fulfilment methods including multi-channel browse, purchase, return and exchange options are crucial.
• Sustainability and green initiatives: We are working with carbon neutral minded delivery and packaging partners to ensure operating as sustainably as possible.

RetailME Bureau