RIL steps up omnichannel play for online fashion store AJIO – Feedback

Reliance Industries has opened AJIO ‘shop-in-shops’ in more than 100 Reliance Trends stores as part of its omnichannel strategy, the Mukesh Ambani-led company said in a presentation to investors for the quarter to June.

The company entered the online fashion retail business in April through, targeting shoppers with high-margin, curated fashion. The portal, named after its telecom unit Reliance Jio and upcoming digital wallet Jio Money, was tested on company employees for three months before its official launch. The company has also deployed AJIO browsing kiosks across selected Reliance Trends stores to help customers order on the online platform from the bricks-and-mortar stores. More than 1,300 trends are live on the website, according to the presentation.

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