It’s really all about the consumer, stupid! Indian retailers shifted gears fromproduct to customers. Both brick and mortar and e-tailers realised that it is imperative to address the needs of demanding “Digital customer” who like to order products and services using more than one touch points at their convenience of location and device, whether online or offline.
We saw retailers empowering their sales channel to enable more cross channel activities. Shoppers Stop launched an ambitious omnichannel plan with the revamp its e-commerce site allowing in-store pick ups for products ordered online. Likewise, Aditya Birla Group launched a heavily-advertised speciality e-commerce portal for fashionl, abof.com.