Connecting Digital and Physical Commerce in Fashion Retail with Akash Samtani

December 16, 2024

 

Summary

In this episode, Akash Samtani shares his expertise on the evolving world of omnichannel retail, highlighting the key challenges and incredible opportunities retailers face today. From seamlessly connecting physical stores with online platforms and centralized inventory management to navigating the shifting dynamics between B2B and D2C strategies, he provides a roadmap for achieving a truly integrated and customer-centric retail experience.

He also shares his experience in the tobacco industry, where he led the transformation by leveraging digital tools to drive business growth and expand market reach. Akash offers practical insights into digital tools, strategies, and mindset needed to help businesses thrive in this fast-paced, competitive market.

Conversation Rundown

[ 12:09 - 14:27 ] How does a digital-first model create more sales opportunities in retail?
Akash Samtani described leading the transition of a tobacco brand to a digital-first model, shifting the role of sales reps from order takers to educators. Initially, sales reps saw the new app as a threat, as it handled order management. However, the app freed up time for reps to educate stores about new products, boosting product knowledge and repurchase rates. This change also allowed reps to expand their customer base by identifying new stores, leading to increased store presence and revenue growth. Despite initial resistance, the transformation proved successful over time.

[ 19:52 - 21:27 ] How does a hybrid B2B and D2C strategy drive growth in retail?
Wholesale retail and B2B channels enable brands to expand quickly into new markets by leveraging partners’ networks and reducing logistical burdens, benefiting emerging brands. However, Akash pointed out the trade-offs, such as reduced branding control, lower margins, and limited customer data. In contrast, D2C offers better control, customer engagement, and data-driven equity building. A hybrid approach balances wholesale’s reach with D2C’s control, ensuring diversified revenue and market growth while maintaining brand integrity.

[ 23:28 - 25:26 ] 3 Key Factors to maintain a seamless omnichannel experience in Retail
Many companies struggle with separating physical stores and digital sales, which can hinder a seamless customer experience. According to Akash Samtani, three key factors help address this: centralized inventory management, enabling real-time visibility and flexible fulfillment options across both retail and D2C channels; a unified consumer data platform to track behavior across channels, enabling personalization and stronger loyalty programs; and maintaining a consistent brand experience, particularly with third-party retailers. While integrating data across these channels is challenging, Akash believes that the luxury industry is successful in delivering a consistent brand presence despite these hurdles.

[ 28:22 - 29:34 ] What is the impact of the revenue sharing model on mall-based retailers?
A challenge for retailers with stores in popular shopping malls, particularly those operating under a revenue share model, is handling online orders like buy online pick up in store, or fulfilling online orders from the store. In these cases, the revenue from the sale may not have originated from foot traffic or the store's physical presence in the mall, but it is still counted as a sale from the store, triggering a revenue share obligation to the mall owner. This creates complexity in managing inventory for both in-store and online sales, as well as deciding which orders should be fulfilled from the store for shipping to customers.

[ 32:43 - 35:46 ] How is AI transforming retail and eCommerce?
Akash discussed how AI is transforming retail and eCommerce by optimizing processes to better understand customer needs and improve efficiency. According to him AI could be used in two main areas. First is in enhancing customer experience with personalized recommendations and virtual try-ons, particularly in fashion and beauty, to reduce return rates. Secondly in paid media as AI shifts the focus from customer segmentation to dynamic creative assets, improving ad relevance and engagement. Other than those AI also holds potential in logistics, demand forecasting, and inventory management. Overall, he thinks AI acts as a companion to existing systems, boosting efficiency rather than replacing them.

Meet the Experts

Akash Samtani is the Head of Ecommerce at The Andes Brands (Lippi Outdoor), with a proven track record of driving transformation across retail, eCommerce, and omnichannel marketing. With extensive experience in both direct-to-consumer (D2C) and B2B landscapes, Akash has worked on blending innovation with strategy to propel growth for top global brands such as L'Oréal, Heyday, and Shopee. He has led the digital transformation at British American Tobacco.

His unique approach combines operational expertise with a customer-first mentality, ensuring that every decision is designed to elevate the consumer experience. Akash excels in navigating the complexities of modern retail, championing data-driven insights, and creating impactful, scalable solutions that shape the future of the industry.

Retail Tips & Tweetables

People think that AI can come and just tackle your job and do everything, but you have to see it as a key companionship to your work to be more efficient instead of just thinking that it's gonna replace the whole game.

A unified consumer data platform is essential for tracking behavior across channels, enabling personalization, and building stronger loyalty programs.

The luxury industry excels at delivering a consistent brand presence despite the challenges of integrating data across channels.

The key to successful inventory management is ensuring accurate stock distribution across physical and digital channels, especially during peak seasons.

Subscribe To Our Podcast