The rise of electronic commerce is on the heels of physical stores. Against this background, Inditex has decided to anticipate the future with a commitment to the sale in different platforms that encompass both the physical and digital world. This week, Zara, -the company's flagship brand- has inauguratedu global internet store in 106 new markets. Currently, Zara has physical stores in 96 markets, in 49 of which it also has its own online stores. It should be remembered that the textile multinational divides some countries by regions, as for example in the case of Denmark and Greenland.
With this launch, the Inditex banner will be present in 202 markets, whether physical, online or in an integrated manner. Most of the new markets are found in Africa such as Angola, Cote d'Ivoire, Senegal or Ghana. In addition, the website also opens to numerous areas of the Caribbean and Indonesia. According to the same source, over the next months New markets will be incorporated into this global platform, including those in which Zara has stores, in which it will develop a local sales platform.
Thanks to this integration, orders placed over the Internet can be received at home distributed from the stores closest to the customer and provide an agile and dynamic service, or be withdrawn from the stores themselves. The new global internet store is available in English and French, Inditex has pointed, which has been betting for years on an integrated model of physical stores and the internet.
An analysis by Kantar Insights highlights Zara's commitment to the omnichannel strategy, augmented reality and its online platform. "For the first time this year, the fashion giant has separated online and in-store sales, revealing that 10 % of global sales come from the digital environment, "says Anusha Couttigane, senior analyst at Kantar. "Inditex has prioritized investments in omnichannel and its digital capabilities, launching mobile payments with InWallet, testing the auto checkout and implementing RFID technology throughout the chain. And there is still more to come. Last year, Inditex invested 1,800 million euros for the constant promotion and technological update of its integrated store and online model, "says Couttigane.
In fact, the president of Inditex, Pablo Isla, announced a few months ago that all brands of his company will sell online in 2020 in all countries, regardless of whether or not there are stores. Also, the Spanish textile is winning land in online penetration in emerging countries and "in mature markets" such as the United States, the United Kingdom and Germany », as the analyst of Kantar Insights describes. "With these strategic investments, in countries as varied as Vietnam and Estonia, Inditex is well positioned to remain a global leader in an increasingly omnichannel world," Couttigane argues.
Inditex's omni-channel initiatives also involve a commitment to augmented reality to improve the shopping experience. The visitor to the store has to download an application on the mobile and once installed has to point the phone to a number of points in the store and several models will parade live on the screen with the clothes of the collection of the moment.