Omnichannel strategy has RIL open over 100 AJIO stores

As part of its omnichannel strategy, Reliance Industries has opened AJIO 'shop-in-shops' in more than 100 Reliance Trends stores. Last April, the company had entered the online fashion retail business through AJIO.com and targeted shoppers with high-margin and curated fashion.

The portal named after its telecom unit Reliance Jio and upcoming digital wallet Jio Money was tested on company employees for three months before official launch. The company has also deployed AJIO browsing kiosks across selected Reliance Trends stores to help customers order on the online platform from the bricks-and-mortar stores. More than 1,300 trends are live on the AJIO.com website, it is further gathered.

Meanwhile Flipkart-owned fashion retailer Myntra, which recently acquired Jabong, is also planning to open its first store in the next three months, putting its omnichannel strategy in place, as it targets profitability next year. On the other hand Aditya Birla Group too had has jumped into the online bandwagon with Abof.com, Tata came out with its fashion portal Tata Cliq and recently apparel maker Arvind launched its platform NNNow.com.