Retail conglomerate Landmark Group have launched e-commerce sites for its high street fashion brand ICONIC in the UAE and Saudi Arabia. Customers can now shop the brand on IconicStores.com, either from the desktop or mobile-optimised site.
This launch strengthens the group’s omnichannel commitment by providing its millions of customers with a simple, convenient and customer-friendly online shopping experience.
To begin with, IconicStores.com will offer over 300 handpicked styles featuring the latest fashion for women, men, teens and children. The range includes clothing, accessories and footwear. ICONIC is widely known for its emphasis on uniting catwalk trends with customer preferences, employing a three-pronged approach referred to as FAD. The approach, which focuses on fabric, accessories and design, has been carried through to the brand’s online offerings as well. In addition, ICONIC replenishes its offerings in the stores every month and the brand aims to offer fresh stocks online in a similar manner.
“It was a natural transition for ICONIC to jump into the e-commerce bandwagon keeping in mind what our demographic wants and giving them instant access to the products. We will have a new collection every month catering to the rapidly growing needs of online shoppers, providing them a platform that fully integrates with stores and offers a new and enhanced omnichannel experience,” says Raza Beig, director, Landmark Group and CEO – Splash and ICONIC.
In May 2017, the Landmark Group Arabised its e-commerce sites and apps in the UAE for Splash, Home Centre, Max, Babyshop, Shoe Mart, Lifestyle and Centrepoint to allow its customers to shop in Arabic. This was followed in July by the launch of e-commerce and omnichannel in Saudi Arabia for six of these brands – Splash, Home Centre, Centrepoint, Babyshop, Shoe Mart and Lifestyle. These launches paved the way for the group to successfully bring ICONIC to both these territories, while giving customers the freedom to shop in the language of their preference.
To improve customer experience, the sites offer useful features such as cash on delivery, favourites, 1-click shopping with FastPay and the group’s loyalty programme Shukran. ICONIC customers can link their Shukran account with their shopping account to earn and spend Shukrans whenever they shop online.
ICONIC online shoppers in the UAE will enjoy next business day delivery if they place their order by 3.30PM, Saturday to Thursday. All orders placed after that time in the UAE will be delivered in 2-3 business days. In Saudi Arabia, orders placed by 12PM will be delivered in 2 business days for Riyadh, Jeddah and Dammam and within 4 business days in other regions.
One of the cornerstones of the group’s omnichannel experience is the ‘return to store’ feature. This allows customers who have paid by cash to return products purchased online directly to an ICONIC store for an instant cash refund. Shoppers can also opt for a credit note which is valid for purchases online or within the store. Over and above this, customers can easily initiate a return by making an online request or by calling for a pick-up.
The Landmark Group’s foray into E-commerce began in the UAE in December 2012 and has grown exponentially with a 140% CAGR) from 2013 to 2017. Over the next three years, the Landmark Group aims to grow its e-commerce and omnichannel business even further by rapidly rolling out new innovations and features, bringing more brands online and launching the platform in other territories.