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Three days after Reliance Retail signed a trade pact with Facebook’s WhatsApp to expand the reach of its online business JioMart, the retailer launched in the suburban areas of Mumbai, Navi Mumbai, Thane and Kalyan.
Reliance’s link to WhatsApp means you gain direct access to the WhatsApp user base of over 400 million.
To place an order with JioMart, customers must add the WhatsApp number of JioMart 88500 08000 on their phones. JioMart sends a link to the client’s WhatsApp chat window. The link is valid for 30 minutes. By clicking on the link, the user accesses a new page where they must complete their address and telephone number, after which the product catalog is available to order. Products available include various brands along with Reliance Retail’s own private brands.
Once the final order is placed, it is shared with the local kirana store on WhatsApp. The customer receives a notification with the order and the details of the kirana / JioMart store in their number. The customer will also receive an alert once Kirana invoices the order.
Currently, the only payment option available is cash and the customer must pick up their order at the store.
Reliance Retail Ltd, the retail arm of Reliance Industries Ltd, launched its new trading company called JioMart last December. Calling himself “Desh Ki Nayi Dukaan”, JioMart currently serves online shoppers in the suburban Mumbai areas of Navi Mumbai, Thane and Kalyan.
Last July, Mint had reported that Reliance Retail is hiring distributors to sell private labels through neighborhood stores.
Through these kirana stores, RIL will sell its own private labels under brands such as Best Farms, Good Life, Masti Oye, Kaffe, Enzo, Mopz, Expelz and Home One.
Reliance Retail operates neighborhood stores, supermarkets, hypermarkets, wholesale, specialty and online stores. It has consolidated merchants under the electronic commerce platform. Merchants, in turn, will meet demand. This will help the company save costs and enter areas that are currently outside the traditional scope of e-commerce companies.
Through this, RIL is offering local merchants offering an O2O (online to offline) market, a business model promoted by Chinese e-commerce giant Alibaba Group Holding Ltd. Under the O2O model, a consumer You search for the product or services online, but you buy it through an offline channel.
