Evaluating the aspects of omni-channel retailing in India

Abstract

The motivation of doing this project is to see how Omni-channel retailing can work for Indian retail industry which is characterised by value conscious and digitally connected customer, where there is lower salience of organized retail combined with lower margins and where there is an emergence of new “E-competition” disrupting the retail industry with its low cost high value proposition and regulatory barriers. In today’s connected world, customers have an expectation of an integrated shopping experience across all touchpoints they come across to meet their needs. Multi-channel retailing has been adopted widely to expand the customer base but now Omni-channel retailing is a further extension to multi-channel retailing with total integration. Here we will analyse the multiple steps of customer purchase journey and how Omni-channel approach can play a pivotal role in getting higher share of customer’s wallet and customer retention. We would like to explore the implementation in retail firms operating in India through various case studies and we would like to analyse for which product categories, it makes sense to adopt this approach. We would also analyse what are the challenges and how firms can re-imagine and re-engineer their business models to adapt these changes.