Online to offline (O2O) is evolving as sophisticated strategy in delivering omnichannel experience to consumers. There are many brands including Nykaa, Lenskart, Caratlane, Urban Ladder amongst others which started their journey via online channel and eventually moved to offline space. In fact, recently e-commerce major Amazon too has tiptoed into offline space by announcing the rollout of more than 100 kiosks around the country. The experience of offline store is unmatched; hence, it has become mandatory for online retailer to go offline.

Publication:  Indian Retailer (Online)

Date: April 24, 2019