Retail Talks Part I–Omnichannel realities: A candid chat with Sarfaraz Nawaz, Ecomm Manager at Style Baazar

In the ever-evolving retail landscape, who better to learn from than the leaders steering the ship? Welcome to Retail Talks, where we dive deep into the journeys, challenges, and insights of top retail executives.

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Today, we kick off with Sarfaraz Nawaz, the driving force behind Style Baazar’s omnichannel transformation. From logistics puzzles to motivating ground teams, Sarfaraz shares his unfiltered experience—lessons you won’t find in any textbook.

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Ready for a behind-the-scenes look? Let’s go! 🚀

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About Sarfaraz:

Senior Manager, Ecommerce & Omnichannel, Style Baazar

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Sarfaraz is a seasoned branding strategist with a proven track record in executing complex marketing strategies and driving business growth. Known for his client-centric approach, he has successfully led the omnichannel project at Style Baazar, blending online and offline retail experiences. With expertise in this space, Sarfaraz brings a big-picture perspective to every project, ensuring impactful market penetration and competitive positioning.

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About Style Baazar:

Style Baazar, established in 2013, is a rapidly growing multi-brand retail chain with over 135 stores across 9 Indian states. Focused on offering affordable fashion for men, women, and children, the brand operates on a value-driven model, combining trendy styles with competitive pricing.

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Q: Sarfaraz, what’s your day-to-day like at Style Baazar?

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A: Oh, it’s a full-on rollercoaster! I manage the entire process from start to finish with my small but mighty team. We check if stores are meeting targets, ensure orders are placed, and, most importantly, keep our store managers motivated. They’ve got a ton on their plates, so we pitch endless aisle orders as an extra service to customers, not just another chore. Winning their trust is key—after all, they’re the ones who make it happen on the ground.

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Q: What’s the biggest headache in your role?

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A: Logistics, hands down. It’s a real puzzle. Orders can get canceled, hop between stores, and store managers are not always glued to their systems. Fulfilling stores often don’t have the same level of urgency or motivation to process orders quickly. Plus, dealing with pickups in remote areas is another challenge. It’s not like a typical e-commerce setup with a dedicated team and process aligned for order fulfillment. We have to get the stores in sync, which means constant follow-ups. We’re setting up a new rhythm, and that requires keeping everything on track.

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Q: Given these order fulfillment challenges, how do you ensure that stores meet delivery expectations?

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A: We’ve implemented a strict 6-hour timeline for fulfilling orders. This keeps everyone on their toes and ensures that no matter where the order is, it’s processed quickly. The goal is to keep the system moving smoothly, and by setting clear timeframes, we make sure there’s accountability at every step. Even if there’s a delay, we know exactly where the issue is, and that visibility helps us tackle problems faster.

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Q: You’ve led this whole omnichannel project at Style Baa

zar. What’s your biggest takeaway?

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A: Honestly, putting an online system into an offline retail company is no joke—it’s incredibly tough. Two years in, I can vouch for that! I’ve been on this journey from the very start. I joined as an e-commerce professional, but after our IPO I shifted focus to omnichannel solutions, leveraging in-store tech and endless aisle systems like Fynd Store OS. It wasn’t easy, and getting everything up and running took serious effort. But after two years of hard work, I can proudly say we’ve made it work, and the model is up and running successfully. There’s still a long way to go, but the ride has been wild—and totally worth it.

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Q: Any myths about omnichannel retailing you want to bust?

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A: Oh, the classic one: “Our customers won’t place online orders.” Be it area managers, team leaders, and store managers, they mostly start with this mindset, but it’s totally wrong. Everyone’s online now, even in Tier 2 and Tier 3 cities. The real challenge, is getting the right team on board with the mindset that omnichannel is not just about online orders. It’s about integrating the physical and digital experience. You can’t just say, “We don’t place online orders.” Omnichannel means it’s yours—if it’s online, it’s still part of your business.

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Q: How can companies build the right culture for omnichannel success?

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A: In my experience, patience, is the key. You’ll struggle for the first year—maybe two. But if you train and motivate your store managers, the results will come. It’s a slow burn, but totally worth it. We need to shift the mindset to see that omnichannel merges, not separates, online and offline. Everyone has to be on the same page to start things clicking.

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Q: How do you stay ahead of the game with industry trends?

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A: Honestly, there’s no magic formula. We’re all busy. Although there are short courses available, but who has the time honestly! I believe the real learning happens on the job. You adapt, you grow—that’s the name of the game.

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Takeaway for Retail Heads:

Omnichannel isn’t an overnight success story. It’s a long game. Build a solid team, invest in your store managers, and keep pushing. Sarfaraz’s journey shows that with persistence, even the toughest challenges can turn into proud milestones.

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Ready to dive into omnichannel? It’s tough, but trust Sarfaraz—it’s worth it! 🚀

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Speak to the experts to start your journey today.

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