Firstcry succeeds with its omni-channel approach

Firstcry.com, the retailer that caters to babies and mothers’ segment with products targeted towards pregnant mothers, babies has succeeded in growing operations with its omni-channel model. The site offers over 800 national and international brands on its platform.

Incepted in September 2010 by Brainbees Solution, and with over 100 franchise stores across India, the company aims to expand its retail network by taking the store count to 400 by 2017. Firstcry has been focusing on expansion of its retail network in smaller towns and cities like Ambala, Bhilai, Srikakulam and Bhagalpur, where customers prefer buying at the stores than online.

With increasing awareness about baby health and nourishment coupled with a rise in purchasing power, there has been a growth in kids’ retail market in India. But the single category retailers trying to achieve success through online medium seem to have failed to do so. No wonder, Firstcry is pursuing brick-and-mortar route as well. Mahindra’s Mom and Me already enjoys considerable physical presence and acquisition of Babyoye would further strengthen their online positioning too.