Apparel Group’s 6th Street ramping up digital transformation

April 9, 2020 | By Rupkatha B

Retail conglomerate Apparel Group’s e-commerce arm 6th Street is focused on digital transformation to make its omnichannel operations even more efficient in the face of a completely ‘new normal’, driven by the on-going COVID-19 crisis. At a time when brick-and-mortar stores have temporarily closed in the UAE and most GCC countries, except the essential segments, 6th Street is leveraging its online channel to meet consumer needs.

“We are utilising our store teams to ramp up on digital transformation and have been able to drive a huge change in the last couple of weeks,” shares Dharmin Ved, CEO, 6th Street.

Have you seen a spike in orders on 6th Street? Which categories are most popular?

Ved: We have seen a significant surge in our orders. The biggest growth is coming in the kids and home categories.

How much increase in sales are you seeing on 6th Street, especially since brick-and-mortar stores temporarily closed?

Ved: We are seeing double-digit increase in sales on 6th Street.

How are you ensuring timely fulfillment of orders? Have you waived off delivery charge? 

Ved: We are constantly adapting to every changing situation. We have opened warehouses in all the GCC countries to serve our customers. Even before the crisis, we were always offering free delivery for our customers.

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Are you encouraging contactless payment?

Ved: Yes, we are encouraging customers to prepay for their orders so that our delivery personnel can leave the package outside the customer’s doorstep, therein providing a complete contactless experience.

What kind of challenges are you facing currently?

Ved: With the ever-changing scenario, no day is the same, we have had to constantly adapt which has been difficult. But we have been able to do this brilliantly with the teams stepping up and everyone gearing up for a new journey that we as 6th Street are undertaking.


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