additional store sales via Fynd Store OS
active stores using Fynd Store OS
avg monthly store sales via Fynd Store OS
delivered sales (from placed to delivered)
Red Chief, a market leader in the leather footwear industry, came up with a specific problem—to empower stores to sell more to walk-in customers. With the Fynd.com marketplace, they had already integrated their inventory across their stores and warehouses. Now, was the time to pilot with Fynd Store.
The goal was to optimize the sales of high-volume styles from stores. Specifically, they had a number of evergreen styles which always has overwhelming demand. Once Fynd Store was introduced, it acted not only as an enabler in selling these styles but also improved the in-store customer experience.
Red Chief had inventory in silos for each stock point—EBOs, Warehouse, Factory Outlets, and Franchisee Stores. The current process of serving orders in case of cut sizes was broken. Stores had to check other stores which housed this inventory, ask them to outward the required stock, and then subsequently inward it in their POS (point-of-sale) systems. Ultimately, the ordering store would get this stock from the other store via local transport and would then finally get delivered to the customer via regional transport.
This involved a lot of manual work and, thus, inefficiencies. Nor was this a scalable solution. Reliance on local transport was a big problem which led to poor customer service. Most importantly, Red Chief store employees were already occupied with the high influx of in-store shoppers. They would lose sales most of the time and no one from the brand would notice. With such a large array of high throughput stores, Red Chief realized it is time to adopt omnichannel.
Save the Sale
We integrated the inventory of all Red Chief stores pan-India, and began operations with Fynd Store. The objective for stores was to save the sale by placing orders on the Fynd Store app in case of cut sizes of the top 40 core styles. So every time a store ran out of a particular size, he would find the nearest fulfillment store, and place an order for the customer.
While the brand already started generating 3-7% business with the ‘save-the-sale’ solution within 6 months of starting Fynd Store, there was more to come with a new usecase yet to be discovered.
Fynd Store as a POS
Red Chief realized early in its journey that it needed to find ways to liquidate slow-moving inventory. While the target audience of Red Chief is very price-conscious, a little difference in margin or discount here and there could make the store lose a potential customer for life.
Slow-moving styles were also a challenge because the brand produces a huge amount of styles year-on-year, and it needed a way to liquidate these styles. Hence, came the usecase of Fynd Store as a POS. Slow-moving styles had a new way to sell—offer competitive pricing with extra discounts on these styles. The primary aim of the store employee was to sell from the store, but if the customer was price sensitive and would leave the store without purchase, the store person could now offer an additional 5-10% discount to the customer and ensure he does not lose on a sale.