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Bata India ramps up digital operations

  

Bata India, which currently gets about 6-7 per cent sales from online channels, is ramping up its digital offerings by exploring alternate channels such as WhatsApp to connect with customers. The company has rolled out a Bata Chat Shop on WhatsApp that covers 600 own stores across India, where customers can chat with their neighborhood store to order products. The company has 1,500 stores in the country, out of which 70 per cent are operational at the momen.

The company has also scaled up inventory and is delivering to more than 1,300 cities. It has launched an online edition of power range and an easy-to-wash collection that enables professionals to wash their footwear after returning home, to ensure safety. Bata India also plans to digitize its processes to cut costs. This includes connecting more than 1,000 stores to warehouses for inventory optimization, and becoming a paperless organization. The company is also digitally connecting with its franchisees, who can now track their orders digitally.

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