How a leading footwear scaled omni-channel operations across 260 stores with Fynd

One of India's most recognised footwear brands, with a retail presence spanning hundreds of stores across the country. Known for affordable, quality footwear and serves a broad customer base through a network of company-owned and franchise stores.

At the scale the brand operates, every order matters, every store needs to perform and every customer interaction has to be smooth. That kind of consistency does not happen on its own. It needs the right infrastructure beneath it.

The challenge of growing at scale

At the time, store operations, Shopify, CRM and marketplace management were all handled across different platforms and partners. The brand had 127 stores in omnichannel, with much of their business still managed by a third-party operator. Consolidating that was not just a technology problem. It was an operations problem.

Orders ran through a separate system 

Order processing was tied to an internal RMS, making it difficult to manage without a direct integration.

Logistics had no clear ownership 

Returns, disputes and delivery exceptions required constant coordination across teams with no structured process behind them.

Promotions were hard to get right

From prepaid discounts to seasonal campaigns, getting offers right across hundreds of stores required platform flexibility they did not yet have.

No single view of performance

With operations spread across platforms, there was no consistent way to track which stores were active, which were underperforming and where the gaps were.

Errors were hard to catch 

Without a standard process across locations, order mistakes were common and often noticed too late.

Returns were eating into margins

Managing exchanges through credit notes instead of returns was important, but maintaining the process consistently across all locations remained a challenge.

The solution: How Fynd brought it all together

One home for all operations

Brand's omnichannel operations were consolidated onto a unified platform that brought together COCO and TFM stores, Shopify, CRM and marketplace operations in one system.

RMS integration into existing systems

Order processing continued through RMS, while order creation and invoice synchronization were handled seamlessly in the background.

Independent store operations

Greater operational control was provided to the team for managing store profile updates, employee access, discounts and offer configurations, enabling faster execution with fewer dependencies.

Automated access management

Store access requests were streamlined through a google form workflow, allowing the team to receive instant alerts and provision access without delays, even during staff transitions.

Structured training and adoption tracking

Operational consistency was maintained through monthly refresher training, regular readiness assessments and daily performance tracking across stores and employees.

KPIs that kept every store accountable

Performance accountability was embedded into the operating model from the outset. Daily ordering consistency was closely monitored, while employee-level performance tracking helped identify training needs and address gaps before they impacted business outcomes.

Better customer experience

Customer queries were addressed efficiently through structured CRM support, ensuring smooth coordination between the brand, customer support and operations teams.

See how Fynd makes this possible.

Explore our solution 

The Impact: From scattered to seamless engine

260 stores live

The entire retail network consolidated its entire retail network onto a single platform, migrating 127 stores from Fynd and the remaining stores from Omuni to create a unified operational ecosystem.

2x growth in omni-channel store coverage 

Omnichannel operations expanded in under three years while keeping operations streamlined.

100% COCO and TFM stores migrated 

All company-owned and franchise-managed stores were consolidated onto a single platform without disrupting operations.

Fynd did not simplify brands complexity away. It built infrastructure that could carry it. That is what omni-channel at scale actually looks like: not a single launch moment, but a system that keeps working even when things get messy.

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