Kashyap, \u201cProviding a single source of truth to the customer constitutes Omni Channel retail. It is not about providing an alternative channel to your customer to shop but it is about building and integrating the entire ecosystem of the various channels available.\u201d<\/em><\/strong><\/p>\n<\/div>\n

Kumar went on to add, \u201cIt is all about putting the customer\u00a0 at the centre and serving him through whatever channels he chooses to shop with. The final agenda is to give him an experience of shopping from a single \u2018company \/ brand.\u201d<\/p>\n

The panelists were unanimous in their views – that offering an omni channel retailing experience was where all the retailers aspired to be. But there are several many inter-relating factors to achieve this. One of the major factor rested with having a seamless internet penetration in the country and once this would be resolved, India could be at par with other evolved Western \/ developed countries which had majority of their shoppers integrating the online and offline medium to shop.<\/p>\n

Touching upon the subject of customer loyalty, Potdar\u2019s view was that the Entertainment industry was different from Retail. In retail, having a loyalty program was almost a matter of \u201chygiene\u201d with most customers expecting a \u201cstandard\u201d bouquet of rewards.\u00a0 In the entertainment industry \u2013 loyalty was driven by geography \u2013 customers are usually not willing to venture to single screen theaters unless they are within a convenient travel radius.<\/p>\n

Another interesting point of discussion revolved around the changing shopping habits of consumers and whether access to organized retail has created a greater number of impulse purchases. Kumar felt that with ecommerce, purchases were moving to an \u2018aspirational\u2019 or \u2018dream\u2019 purchase plane. \u00a0He said, \u201cExposure in various forms is increasing consumption today!\u201d<\/p>\n

Narayan attributed the advent and influence of social media in shaping purchase behavior. Internationally 74 percent shoppers accept recommendations from their social network for upcoming purchase.<\/p>\n

The panel concluded by discussing the role of technology in winning customer loyalty. Potdar highlighted the importance internal customer satisfaction being of prime importance as according to him, an empowered front end staff is in a better position to ensure that customer in turn is empowered.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

The journey of organized retail in India since the last two decades has been rather quick \u2013 from offering convenience to the shopper in a posh brick and mortar format to giving him an option to shop online and then… <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[37,45,23],"tags":[],"_links":{"self":[{"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/posts\/851"}],"collection":[{"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/comments?post=851"}],"version-history":[{"count":3,"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/posts\/851\/revisions"}],"predecessor-version":[{"id":877,"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/posts\/851\/revisions\/877"}],"wp:attachment":[{"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/media?parent=851"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/categories?post=851"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/blog.rai.net.in\/wp-json\/wp\/v2\/tags?post=851"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}