Disney, Net Distribution ink e-commerce agreement

By afaqs! news bureau , afaqs!, Mumbai | In Digital | November 17, 2010
Disney Consumer Products sets foot into the online shopping domain to expand its retail strategy in India and deepen consumer relationship.

In a bid to expand its retail strategy in India and deepen consumer relationship, The Walt Disney Company India has set foot into the online shopping domain with the launch of its portal, www.disney.in/shopping.

As a part of the agreement, The Walt Disney Company India has signed a multi-year agreement with Internet retail company Net Distribution Services, wherein the latter has been given the license to manage, operate and work with authorised Disney licensees to bring in sanctioned Disney branded products onto its new online shopping platform.

Disney Consumer Products (DCP) is the business segment of The Walt Disney Company, which extends the Disney brand to merchandise ranging from apparel, toys, home décor and books and magazines to food and beverages, stationery, electronics and fine art.

Speaking to afaqs!, Roshini Bakshi, vice-president, consumer products, publishing and retail (India), The Walt Disney Company, informs, "E-commerce is a key platform for developing our long term retail strategy and this agreement utilises technology to deliver compelling products in an authentic online experience to our consumers. The online destination is being launched with more than 660 products and Net Distribution's mandate will extend from sourcing more products from authorized Disney licensees to shipping the products to the consumers."

"While the 0-14 years age group will be our core target segment, the online destination will also help DCP reach a wider target segment, including the young adults and Disney fans," she adds.

Bakshi explains that www.disney.in/shopping will provide consumers with convenience and flexibility, along with the anytime, anywhere expediency, while it will also complement DCP's offline retail footprint. As of now, Disney's consumer products are available in about 100,000 retail stores, wherein DCP has more than 85 licensees. The footprint is spread over 67 cities and SEC A, B and C.

"DCP is one of the core business segments for The Walt Disney Company. Globally, in 2009, Disney's consumer products business pulled in about $29 billion of retail revenue and India played a critical role in it. India is a very important market in the growth strategy of The Walt Disney Company and as far as Disney's consumer and retail business in concerned, India is a growing market," Bakshi says.

With increased urbanisation and with the spending power of consumers improving by leaps and bounds, the licensing and merchandising market in India is growing rapidly, Bakshi states. "Now, with the online platform in India expected to grow by about 30 per cent (industry sources), I am sure that www.disney.in/shopping will help boost DCP revenues," she says. A total number of 6 million netizens made their purchase online in the past year, which equals to Rs 15 billion trading volume, she adds.

According to Bakshi, globally, the licensing and merchandising business is pegged at about $300 billion and for Walt Disney, its consumer products business is strongest in the US, North America, Japan and Western Europe.

DCP's various lines of business include Disney Toys, Disney Fashion & Home, Disney Food, Health & Beauty and Disney Stationery. Other businesses involved in Disney's consumer products sales are Disney Publishing Worldwide and www.disneystore.com, the company's official shopping portal. The Disney Stores retail chain, which debuted in 1987, is owned and operated by Disney in North America, Europe and Japan.

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