A new study shows that how an Indian shopper is changing with increased choices, higher disposable incomes and increased choices.
This new shopper is a kind of person who is
- Happy to share personal information with retailers for benefits.
- A person who is actively looking for information related to products and services.
And all this has become possible because of the development in Mobile devices and Internet connection, with the building competition e-tailers are trying to deliver a more sophisticated experience, enabling new ways for leading retailers to reach their audience.
Providing this flexible and seamless shopping experience has become possible due to Omni- Channel retailing i.e. Integrating and aligning channels – stores, e-stores, mobile apps and social media.
Of the total responses collected, 96 percent of shoppers look out for product information before actual purchase and 76 percent of them look out for this information over the Internet.
Also, it has been seen that young shoppers use the Internet for product research and older shoppers visit the malls and high street shopping destinations to look for product information.
According to the Omni Channel Shoppers Study, young shoppers are willing to give personal info in return for rewards and incentives, while older shoppers look forward to invites to exclusive events and previews.
Noticing the players in this market these days, their focus is on expanding the channels either by opening a retail store, tying up with Kirana stores or by starting new online channels.
- Flipkart has launched 20 stores in 10 cities to let its customers collect the items they ordered online at their convenience, mimicking similar moves from Amazon.com Inc in the US.
- FashionAndYou has opened three distribution hubs in Surat, Mumbai and Bengaluru to accelerate deliveries.
- Also Landmark, Reliance Retail and Tata Group’s Infiniti Retail and the Aditya Birla Group are all aggressively starting new online channels, and integrating their physical stores to take advantage of changing customer behaviour.