Reliance Industries Devises an Omnichannel Strategy for AJIO

Mukesh Ambani led Reliance Industries Limited (RIL) is extending its Jio brand to businesses like fashion and e-commerce through its new website. While the company’s telecom arm is undergoing final tests and gearing up for the commercial launch, AJIO.com was launched in April and underwent a three-month testing period.

AJIO.com

Named after Reliance Jio, the AJIO store promises to deliver the best in fashion, curated specially for contemporary shoppers. The website offers more than 1300 stylish pieces currently and has already tied up with international brands like Diesel and Superdry.

Reliance’s AJIO will allow individuals to browse and purchase from categories like fashion and general merchandise. This dual model stems from understanding marketing conditions; fashion offers high margins while general stock helps add a diverse range of products although at lower margins.

Parent company RIL intends to create an omnichannel strategy for AJIO by opening shop-in-shops across over 100 Reliance Trends outlets. Several Reliance Trends stores now have AJIO kiosks which allow buyers to browse and place orders from Reliance’s brick-and-mortar stores.

Reliance’s fuel business

The Mukesh Ambani-owned Reliance Industries aims to elevate the scale of its fuel business by offering non-fuel related facilities at select petrol pumps. The company’s strategy includes integrating Reliance’s retail offerings with its affiliate fuel stops. Although Reliance aimed at reviving its fuel business in March 2016 through its 1,500 outlets, it will now restart them towards the end of the current financial year.

Several Indian companies, including RIL who have a stronghold in the private energy sector planned to expand their fuel retail business post the Indian Government’s decision of deregulating diesel prices.

Customer-oriented strategy

The private conglomerate owns 361 fuel pumps that are operated by the company across the country. These would be integrated with its retail businesses that span across categories like fashion, digital services, and lifestyle.

The outlets will provide consumers with a diverse range of non-fuel products. Reliance Retail currently runs 3,383 stores across the country in 679 locations.

More than a petrol pump

V Srikanth, Joint Chief Financial Officer at Reliance Industries Limited, said that the aim is to become more than just a chain of petrol pumps. In order to develop the fuel business into a more consumer-oriented one that offers them an enriching experience, the company decided to merge its retail and fuel arms.

Another industry source explained how RIL aims at expanding its retail presence on an infrastructural level as well. By adding some designated square feet to its affiliate petrol pumps, it will not only boost the revenue generated, but also offer value additional retail facilities.

Summary

Reliance Industries Limited intends to implement an omnichannel strategy to popularize its AJIO fashion portal. In order to revive its fuel business, RIL will offer non-fuel related consumer goods at select petrol pumps.

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