Azorte plans to upgrade in-store technology with facial recognition, expands product offering

Reliance Retail‘s youth focused fashion and lifestyle chain Azorte plans to add facial recognition systems to its stores in the near future to ameliorate its technology and further engage shoppers. Keen to draw in new customer demographics, the business is also widening its product selection. 

Azorte aims to leverage technology to drive in-store sales and will harness facial recognition technology to ascertain a shopper’s full past purchase history as soon as they step foot in an Azorte outlet. Despite the rise of online shopping, Reliance Retail is committed to a strong offline presence for its fashion labels and highlights the benefits of enabling shoppers to touch and feel products before they purchase, Reliance Retail’s CEO and president of fashion and lifestyle Akhilesh Prasad told India Retailing. Other technologies being implemented by Azorte include RFID technology and trial room booking. 

Azorte is also targeting new consumer demographics by widening its product selection. In celebration of the upcoming festival of Holi, the business is gearing up to launch apparel collection ‘Shades of Celebration’ which has an ethnic aesthetic, Azorte announced on Facebook. The business has also bolstered its personal care offering by launching skincare brand Tir Tir in its stores with products ranging from serums, creams, and toners to foundations and eye creams among others. 

Reliance Retail launched Azorte in 2022 as a global facing fashion label. The business has swiftly expanded its brick-and-mortar footprint across India and recently opened stores in cities including Goa, Hyderabad, Tirupati, and Mangaluru among others.