Indian retail to cross $2.2 trn by 2030, 90% of sales offline: Report

A substantial part of all purchases, however, will be influenced by what consumers see online, the report, tiled ‘Decoding Omnichannel: Strategies for D2C Brands’ says.

Depending on the product categories and the maturity of the consumers, the choice of consumer touchpoints is mission-critical, Rohan Agarwal of Redseer Strategy Consultants writes on its website.

The journeys of many consumer companies reflect a dynamic shift in consumer behaviour towards omni-channel shopping experiences, where consumers traverse different channels at various stages of the purchase funnel, the report says.

Digital-first brands are in the best position to lead the charge in scaling omni-channel strategies across various consumption categories in India, the report indicates. Such brands can leverage their product innovation engines, data-driven marketing strategies and tech backbone to scale effectively and efficiently across different offline channels.

India’s brand creation journey is at an inflection point where the number of brand creations is growing multi-fold with most of them preferring online mode to start out, the report reveals.

Therefore, India will see the number of brands growing exponentially, with most of them starting out with online as a preferred channel.

However, brands must evolve to adopt an omnichannel approach as they scale, to tap the larger Indian retail market, the report suggests.

Fibre2Fashion News Desk (DS)