Indian consumer electronics giant Videocon Industries Ltd. has launched a new online and TV shopping channel for its subsidiary, Next Retail India, based on the Intershop platform. Replacing an old underlying e-commerce platform with Intershop 7 has greatly improved the shop management, resulting in a 50% higher conversion rate.
Repeat buying has increased by 25% and overall customer satisfaction by 20%. The shop at next.co.in went live in March. It complements a network of over 600 physical stores across India and stocks a vast range of electronics goods and home appliances, ranging from air conditioning units to washing machines.
Having heavily invested in multiple channels including kiosks, TV, mobile, offline retail and online, Next decided to move to the Intershop platform to satisfy increasing online demand. The aim was to connect and integrate the diverse channels, improve the shopping experience and greatly boost site performance, including handling sudden spikes in traffic during promotions. Intershop was chosen for its proven track record, expertise and its feature-rich, scalable solution.
The new online mega store uses advanced features of Intershop 7 such as the promotions engine and the content management system. Experienced Intershop implementation partner Eperium India implemented the complex project and developed additional functionality needed to support the Videocon´s specific teleshopping requirements.
With the e-commerce channel proving a big success, Next Retail India is now considering launching e-kiosks in its physical stores.
