Reliance Retail has announced the opening of AZORTE, a premium fashion and lifestyle brand, at Navi Mumbai’s Nexus Seawoods Mall. The store occupies about 15,000 square feet of retail space and features technologically-aided solutions to improve the customer experience.
It is anticipated that the retail expansion will reinforce Reliance Retail’s commitment to a multi-format strategy to serve all consumer categories.
“Boasting an eclectic mix of intuitive retail technology, these smart AZORTE stores will showcase the best of global and domestic fashion trends and have an original take on style ranging from apparel, footwear, fashion accessories and more. To make the discovery-to-checkout journey seamless, the AZORTE store format has several industry-first tech-enabled interventions including mobile checkout, smart trial rooms, fashion discovery stations and self-checkout kiosks,” says the company statement.
RFID-enabled interactive screens strategically placed around the stores serve as virtual style assistants and smart fitting rooms assist customers in completing the look and requesting additional sizes and products at the press of a button. In addition, shoppers apparently have the option of using self-checkout lanes rather than standing in line at counters.
According to the company, while the smart stores boost the customer experience with technologically aided solutions, they have also tried to keep the human touch existent by appointing in-store consultants and advisers.
Reliance Retail is the largest and the most profitable retailer in India with the widest reach. It has been listed amongst the fastest-growing retailers in the world in Deloitte’s Global Powers of Retailing 2022 index. It is ranked 56th in the list of Top Global Retailers and is the only Indian Retailer to be featured in Top 10.
