Advantages And Disadvantages Of Omni-Channel On The Indian Retail Sector

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The internet coupled with the development of mobile devices has revolutionised the Indian retail sector. The $11 billion internet market has provided access to customers to shop anywhere anytime, with access to multiple sources of product information including- in-store displays, retailer websites, online review sites, online marketplaces and social media. This system of retailing, known as Omni-channel, enables customers to purchase products across the multiple channels along their shopping journey. Being unconstrained by physical location, Omni-channel consumers are able to access a wider range of brands and products. For instance, consumers in rural areas can shop with retailers who otherwise only have a physical presence in larger cities. Today, Omni-channel retailing is slowly catching the fancy of Indian retailers, as more and more consumers are embracing digital technologies into their buying behaviour. Keeping up with this trend, major brands are developing strategies in order to hold the opportunities created by Omni-channel. Retailers have ensured that there are no boundaries between channels – online & offline. Infact retailers are working towards using their stores in a new way, such as installing in-store technology to enable shoppers to browse the retailer’s catalogue and alternative offers conveniently, and place orders; using the store as a display site for certain products, combined with home-delivery options; as a collection point for online and mobile

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