Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Harkirat Singh
Managing Director
Woodland India
On how e-commerce platforms has helped them in strengthening your brand presence and what has been the response by consumers..
First of all Woodland as we know is a lifestyle brand, we have shoes/apparel which are functional products and mainly for the outdoor. So it’s a niche customer base and customers who are adventurous are looking for our products. Now what’s new is e-commerce, it is really picking up since about 3-4 years and it is a new platform to sell. For us we have been selling since through retail for a very long time and to adapt to the change we also have taken some time to learn how to bring in customers, and foresee the challenges between a store versus a virtual store. Gradually we are learning the ways and figuring out how we can increase our sales on the e-commerce platforms as well as our stores. Regarding e-commerce again big players like Amazon and Flipkart have become the topic of conversation. Even if people do not have the confidence to buy online, but still they will try venturing out to buy something small- so it is something which is a fad nowadays as everybody wants to buy on e-commerce. Platforms on e-commerce also gives out good offers and especially the youth prefer buying on e-commerce. So our own e-commerce portal is woodlandworldwide.com and today it delivers about 7-8% of our turnover each year.
“For us we have been selling since through retail for a very long time and to adapt to the change we also have taken some time to learn how to bring in customers, and foresee the challenges between a store versus a virtual store.”
