eCommerce being such a vast space is always open to integration & new things. The latest developments in the segment suggest that many eCommerce big players will be opting for online-offline integration for further success.
In order to enhance a company’s profitability and reach, they need to connect with the audiences via both online and offline spaces. Hybrid integration or marketing holds the key to it. An integration of Social, Mobile, Offline and Online can churn out massive results. And, the eCommerce companies (big & small) are now paying heed to it. In order to stay competitive, one needs to stay innovative. Amazon started tapping the potential of online-offline integration last year. In its 20 year history, Amazon opened its first physical store in New York. Close on the heels of the Amazon transition, many eCommerce players are set to follow the same suit. Opening a brick and mortar along with selling products and services online can instill a trust factor in the minds of the consumers. Further integration can take place in the offline stores via setting up a kiosk. A kiosk can help the customers browse catalogues and find the right product for themselves.
Recently, Lenskart, an Online Indian eyewear brand opened up stores in various retail malls in the Metros. Online travel company, MakeMyTrip has also rolled out a number of brick and mortar stores in a very less time. Pepperfry is the latest online business to go hybrid. The Indian furniture portal has recently leased a sprawling 1,800 sq. ft. space in Linking Road, Santacruz, according to JJL India. It can be said that the online-offline integration will continue to firm its stay in the eCommerce segment, both online-offline will continue to co-exist in the near future. How can the offline stores help eCommerce? Yes, this was a question that was lingering in my mind. However, if we pay a little more attention to the latest trend, offline stores can act like a physical experience center for the eCommerce players to build trust and loyalty amongst their customers. The technology is still in its growing phase with logistics and last-mile delivery going through its learning curve. The majority of Indian audience follows the concept of ‘Seeing is believing’, the perception is changing at a steady pace. The offline stores can provide that push to the Indian audience to convince them to buy online as the technology and logistics further mature in the coming years.
Courtesy TOI, the JLL India Chairman & Country Head, Anuj Puri shed some light on the matter, “The biggest nightmare for every online seller is to deal with a shopping cart abandonment rate of 70-80%. The sweet spot is to be in a middle zone where, online sellers connect with actual customers and also promote their products in multiple avenues. Expect this trend to continue in times ahead.”