While online commerce continues to grow at an exponential pace, the offline channel remains a key business driver for several B2C industries such as retail. A lot of e-commerce firms are opening brick and mortar stores to cater to Indian consumers who still prefer to touch and feel the product before purchasing it. These differentiators are now making top online brands adopt a more integrated omnichannel approach to retail. Myntra and Urban Ladder have already launched branded brick-and-mortar outlets in key geographies, with more online retailers expected to follow the trend in coming months.

Publication: Financial Express (Online)

Date : April 29, 2019