THINK INDIA. THINK ‘CONNECTED’ RETAIL. 2017

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RESEARCHTHINK INDIA.THINK ‘CONNECTED’ RETAIL.2017

TABLE OF CONTENTSOMNI-CHANNEL OPPORTUNITY06WAVES OF MODERN RETAIL IN INDIA08MARKET SIZING: MODERN RETAIL IN INDIA14FUTURE OF RETAIL IN INDIA20LESSONS FROM ACROSS THE GLOBE26CASE STUDY34BESTSELLER INDIA36GAP40SHOPPERS STOP46WOODLAND52HENNES & MAURITZ58PEPPERFRY64

Think India.Think ‘CONNECTED’ Retail. 2017FOREWORDSHISHIR BAIJALKUMAR RAJAGOPALANCHAIRMAN AND MANAGING DIRECTOR,KNIGHT FRANK (INDIA) PVT. LTD.CHIEF EXECUTIVE OFFICERRETAILERS ASSOCIATION OF INDIAModern retail in India is at an interesting juncture today. It ishas analysed the retail trajectory till present andRetailers in India understand the importance of havingstanding at the cusp of unlocking new frontiers, auguring apeeked into the future, estimating the potentialomni-channel capabilities in the modern world. The realpotential that is riding high on technology. With the advancementmarket size. In addition, it has delved deep into thequestion is about the path that would lead them to createof technology and its increasing usage by consumers and retailers,omni-channel approaches adopted by companies,a seamless omni-channel offering for consumers withoutshopping options in present times are not restricted to physicalencompassing lessons from across the globe.burning precious cash.stores anymore. With surprising ease and within a span of fewWe have also presented a few case studies in theyears, e-tailing has become a way of life. While a nation of 1.25report, that portray the brand strategies – theirbillion people portended a big consumption market, being one ofmove towards omni-channel retailing, or not, as theexplore the next frontierthe youngest countries in the world that is increasingly tech-savvycase may be, taking into account the opportunitiesof omni-channel retail,and open to experimentation worked well in favour of the e-tailingand challenges offered in this retail sphere.“This report tracks theevolution of modernretail as companiesin a bid to survive andconquer one of thelargest consumptionmarkets in the world”.phenomenon.However, we are living in an age where fast-paced evolution andsector in India. From the retailers’ perspective, theinnovation is the order of the day. Today, the debate regardingpotential for modern retail can be unlocked soonere-tailing versus brick-and-mortar is not even relevant anymore.by adopting omni-channel strategies, where brandsWe have stepped into the era where both e-tailing and brick-and-would deploy offline and online stores to service themortar have been integrated seamlessly to create a satisfyingconsumer in exactly the way that he/she demands,shopping experience – known as omni-channel retailing. Thisthereby building a stronger platform for the sectorphenomenon has found roots in the connected consumer of today,to thrive.with technology emerging as the binding element.Currently, modern retail market size in the top six retail markets of4We believe that the best is yet to come for the retailthe country amounts to INR 871 bn and this is projected to reachchart the way forward. I am sure that retailers and variousstakeholders to retail industry will find value in it.We, at Retailers Association of India, are thankful to ourmembers for their time and views and Knight Frank teamfor their efforts and insights.Kumar Rajagopalanhearing from you.Best wishes,witness a substantial rise, from the current 19% to 24% in the nextIn this context, our report Think India, Think ‘Connected’ Retailthe current scenario for omni-channel retail in India andHope you find the report relevant. I look forward toINR 1,718 bn by 2019. The penetration of modern retail will alsothree years, largely driven by the omni-channel way of retailing.The RAI Knight Frank report is an attempt to showcaseShishir Baijal5

Think India.Think ‘CONNECTED’ Retail. l in India is an incredible assortment of formats. Over the lastdecade, the concept of shopping has undergone a sea change in termsof format and consumer buying behaviour, ushering in a new era ofmodern retail across the country. Today, Indian retail is at an interestingjuncture. Newer avenues of retailing have evolved, leading the retailers torejoice in the possibility of cracking new frontiers. With the development,augmentation and modernisation of infrastructure taking place at mostmajor Indian cities, the scope of retail has increased manifold.67

Think India.Think ‘CONNECTED’ Retail. 2017WAVES OFMODERN RETAILIN INDIA89

Think India.Think ‘CONNECTED’ Retail. 20171FIRST WAVE (1990s):ADVENT OF SHOPPING CENTRESA sweeping look at the growth of India’s modernretail sector leads us to observe a numberof structural changes in the sector in the lasttwo decades. It all began with a handful ofto the cost of real estate. Retail properties inis not even relevant anymore; both have to beof products and services through the Internet,the top cities are quite expensive and in Tier IIintegrated seamlessly to create a satisfyingtelephone and television. This trend started inand III cities setting up a retail shop does notshopping experience. This integration of2010 and has become prominent in the lastalways prove to be financially viable. In theseexperiencing the convenience of e-tail and brick-four years. There are several catalysts playingsituations e-tail is a great option for modernand-mortar is the third and the latest wave –concomitantly in favour of e-tail, the mostretail penetration. In fact, e-tail has helped theknown as omni-channel retailing.significant being the strengthening ecosystemconsumers of Tier II and III cities to becomethat makes buying online better every day.familiar with various products and brands thusInformation technology (IT) infrastructure hasenhancing their position in the overall retailimproved significantly over the last decade.learning curve.Additionally, on the operational side, the e-tailersissues, and e-tail provides the convenienceof traditional brick-and-mortar players haveof shopping from home or the office, therebygone online, either with their own websites or bybypassing the need to confront heavy traffictying up with already existing e-tailers, such asand the entailed cost to buy a product. Further,Amazon, Snapdeal, Jabong or Myntra. The figurechecking store timings in advance is never ais set to increase further in the coming years,consideration for online shopping. While brick-as more retailers understand the importanceand-mortar stores serve during fixed hours,of offering multiple touch points to consumers.e-tailers serve round-the-clock throughoutSeveral brands are bringing technology into theirthe year, without any holidays or renovationphysical stores, with kiosks to highlight theirshutdowns. Many e-tailers have initiated certainproducts and provide customer support. Somemeasures to attract the section of customers thatof these stores also allow customers to checkremains cynical about the quality of productsthe availability of a product across all brandsold online. While brick-and-mortar storesoutlets and order home delivery.country’s top cities during the mid-1990s. Thebanking, credit and debit cards, as well as cash‘shopping centre culture’ gradually pervadedon delivery were the initial methods used forthe population, especially in the metros andtransactions. Newer modes of payment havemini-metros, thus heralding the beginning of thenow been introduced to make online purchasesmodern retail movement in India.easier for prospective consumers. With theModern retail typically entails all stores in mallsrecent demonetisation drive, third-party wallet, aas well as stores in shopping streets that providemechanism wherein money is stored in a prepaida purchase invoice, have air conditioning orwallet, has emerged as a preferred seamlessor have recognised foreign/national brands.instrument of payment. Customer experienceHowever, the impact of the global financialhas also become enhanced due to customer-crisis on the Indian economy in 2008 and 2009friendly policies regarding the exchange ofchecked this pace, and eventually led to onlygoods, quick delivery and others.a select number of successful malls to operateThe other catalyst strengthening the e-tailingoffer a ‘no questions asked exchange policy’,in the metros, giving rise to scepticism over thesegment is the country’s favourable demography.some e-tailers went a step ahead, offering a ‘nobrick-and-mortar model of retailing.While 1.25 billion people always meant a bigquestions asked money back policy’ in a bid toconsumption market, being one of the youngestinstill trust in online purchasing.SECOND WAVE:phenomenon. 65% of the country’s populationthe age of 35 years;is below the age of 35 years; therefore, thetherefore, theacceptance of e-tailing is expected to be higheracceptance of e-tailingamong the younger generation that is more tech-EMERGENCE OF E-TAILING AND GROUNDis expected to be higher savvy and open to experimentation. Smartphoneamong the youngeradoption is faster even in the large section ofWORK FOR OMNI-CHANNEL RETAILINGgeneration that is morethe population that is not computer literate, thustech-savvy and open toaddressing the problem of computer illiteracy.The next big wave that changed the skyline ofthe retail sector in India and accelerated theexperimentation.Another advantage that e-tailers enjoy pertainsas experience centres and will offer value-addedproduct demos. On the other hand, a numbercustomer experience. Payments through onlinepopulation is belowservice online customers. These stores will actin favour of e-tail. Top cities grapple with trafficmushrooming in the retail markets of thenations in the world bodes well for the e-tailingphysical stores to showcase their products andservices, such as trials, instant returns andhave taken landmark measures to enhance65% of the country’sToday, a number of leading e-tailers have openedThe changing urban landscape has also workedshopping centres, lined with specialty retailers,210India’s modern retailgrowth story beganwith a handful ofshopping centres, linedwith specialty retailers,mushrooming in theretail markets of thecountry’s top citiesduring the mid-1990s.presence of modern retail is e-tailing, or the sale3THIRD WAVE:EMERGING OMNI-CHANNEL RETAILHence, an omni-channel strategy that isconnected with consumers through variouschannels, such as physical stores, websites,mobile apps, social media, kiosks and manyToday, several leadingmore, is striving to enable the consumer to shifte-tailers have openedbetween various media seamlessly during aphysical stores toconsumer shopping journey. We believe thatshowcase theiromni-channel retail is going to drive the growthproducts and serviceof modern retail in India going forward.online customers.These stores will act asexperience centres andFinally, we come to the latest retail wave wherewill offer value-addedthe e-tailing versus brick-and-mortar debateservices.11

Think India.Think ‘CONNECTED’ Retail. 2017CONSUMER JOURNEYS:2009 TO 2017OMNI-CHANNEL WORLD: 2017SHOP FOR APPARELLimited channels forshopping: Year 2009Walk to the nearest high streetor shopping centre to shopAPPARELCheck online, compare prices,get it delivered home, try on theclothes, return if necessaryOrder from a phone appWalk to the nearest high street or ashopping centre to shopDAILY NEEDSF&BWalk to the neighbourhoodmarket and shop for groceryWalk to the closest F&B outlet andorder foodCall up the restaurants and ask forhome deliveryDAILY NEEDSCall up a local grocer and ask forF&BWalk to the closest F&B outletCall up the restaurants and askfor home deliveryOrder from a phone appGet recommendations based onprevious orders12Select optionsShare it with friends, get likesand then decide if you want tocontinue with the purchasehome deliveryand order foodWalk to the neighbourhood market andshop for groceryCall up a local grocer and ask for homedeliveryGet personalised recommendations based on your profile andorder historyConnect on social media to getthe ratings of the restaurantsand order based on friends’recommendationsComplete the orderGo online on websites and orderLog into the mobile appGet recommendations based onyour order historyGet it delivered home or pick itup from the storeWhen you arrive to pick up thepurchase from the store, moreoptions and accessories areoffered to go with the purchasePersonalised deals based onyour profileTry the new options in a trialroom or on the virtual screenPlace an order in a single clickGet it home delivered as peryour convenience or pick it upfrom the nearest store whiledriving back from workCompare the price for the itemsonlineMake a purchase, if it is availableon discount; order it online andget it delivered home13

Think India.Think ‘CONNECTED’ Retail. 2017MARKET SIZING:MODERN RETAILIN INDIAPresently, the modern retail penetration in India is abysmally lowcompared to the developed and emerging economies. While the share ofmodern retail is 84%, 71%, and 53% in the US, Singapore and Malyasia,respectively, it is only 19% of the value of the total retail spending inthe National Capital Region, Mumbai, Chennai, Bengaluru, Pune andHyderabad cumulatively. Overall, the degree of penetration in the countrywould be even lower, since the presence of modern retail in smaller citiesand rural areas is not significant. In the forthcoming years, the share ofmodern retail in these top six cities is expected to be a quarter of the totalretail spending by 2019.Although the share of modern retail penetration in the country is notflattering, there is still a lot to cheer as consumer spending patterns andincreasing disposable income levels continue to evolve at a fast pace.There is ample dynamism at present, with a number of internationalbrands entering the market. The existing brands are also working towardsreinventing ways to keep up with the pace of growth in the sector.Nevertheless, there is a huge untapped potential for the growth of modernretail in the top six retail markets in India.Currently, the total retail market size in the top six retail markets of thecountry amounts to INR 4,539 bn and this is projected to reach INR 7,168bn by 2019. Out of the total retail spending in the top six retail marketsof the country, modern retail amounts to INR 871 bn and this is projectedto reach INR 1,718 bn by 2019. The penetration of modern retail will alsowitness a substantial rise, from the current 19% to 24% in the next threeyears in the top six retail markets of the country, largely driven driven bythe omni-channel way of retailing. MMR and Hyderabad have the lowestpenetration of modern retail at 14% and 10%, respectively, despite havinga sizeable consumer base.1415

Think India.Think ‘CONNECTED’ Retail. 2017Chart 1.RETAIL MARKET SIZETOP 6 URBAN ONAL CAPITAL REGIONPUNEHYDERABADCHENNAIBENGALURUTOP 6 URBAN CENTRES2,000MUMBAI METROPOLITAN REGION7,000TOTAL MODERN RETAIL MARKET SIZE7,1688,000NATIONAL CAPITAL REGION9,000MUMBAI METROPOLITAN REGIONTOTAL RETAIL MARKET SIZE1,6006,000INR billion4,5395,000INR billion30PENETRATION OF MODERN RETAIL: 20161,400251,200204,0001,000871153,000800ESTIMATED TOTAL RETAIL MARKET SIZE IN 2019 (INR BN)TOP URBAN 170TOTAL MODERN RETAIL MARKET SIZE IN 2016 (INR BN)ESTIMATED MODERN RETAIL MARKET SIZE IN 2019 (INR BN)Source: Knight Frank Research21%00TOTAL RETAIL MARKET SIZE IN 2016 (INR BN)14% 26%25% 16% Source: Knight Frank ResearchSource: Knight Frank Research

Think India.Think ‘CONNECTED’ Retail. 2017CHART 2. RETAIL MARKET SIZE OF THE TOP THREE PRODUCT CATEGORIESSource: Knight Frank ResearchOF MODERN RETAIL BY 201917%NCRTOP 6 URBAN CENTRESESTIMATED PENETRATION33%CHENNAIare apparel, food and beverages (F&B)HYDERABADexpenditure. These product categoriesPUNEfor around 70% of the total 14226426392629224%TOP URBAN 61642170APPAREL26%retail growth in the top three productcategories, which are responsible146NCRCHENNAIMMRBENGALURUto understand the potential for modern17019%31%Against this backdrop, it is imperativeBENGALURUMMRand daily needs (hypermarkets andSource: Knight Frank ResearchPRODUCT CATEGORY LEVEL MODERN RETAILPOTENTIAL 2016 (INR BN) AND PENETRATION ACROSS TOP SIX URBAN CENTRES (%)DAILY NEEDSF&BRETAIL MARKET SIZE IN 2016 (INR BN)1846%INR 292 bn4%INR 2170 bn36%INR 234 bnMODERN RETAIL MARKET SIZE IN 2016 (INR BN)DAILY NEEDSAPPARELF&Bsupermarkets.POTENTIAL FOR MODERN RETAIL 2016 (INR BN)Thus, it is apparent from the market size of the three top product categories that the scope for modern retail is significantlyexpansive. Daily needs as a category has the least penetration across all cities owing to the comprehensive presence of momand pop stores in the neighbourhoods. As such, annual modern retail potential in this category stands at 2,170 bn.From the retailers perspective, the potential for modern retail can be unlocked sooner by adopting omni-channel strategies,where brands would deploy offline and online stores to service the king—the consumer—in exactly the way that he demands.Source: Knight Frank Research19

Think India.Think ‘CONNECTED’ Retail. 2017FUTURE OFRETAIL IN INDIA:Omni-channel retailingthe way forwardOmni-channel retailing essentially impliesdevelopment of a seamless consumerexperience through all the available channelsto reach the consumer. The channel extendsto brick-and-mortar store, smartphone,computer, tablet, direct mail, television, et al.While retailing finds its genesis in brick-andmortar stores widely referred to as the offlineshopping channel, it is the other modes, i.e. theonline channel that is witnessing the revolutionand altering the means to reach the consumer.After the initial cat and dog fight, a realisationis setting in that each channel has its fair shareof challenges and opportunities and adoptingthe right combination of the omni-channelretailing is the way forward. We delve furtherto understand why omni-channel retailing is anidea whose time has come.2021

Think India.Think ‘CONNECTED’ Retail. 2017THE CONNECTED CONSUMERThe omni-channel phenomenon has found rootsin the connected consumer. The consumer todayINDIA ANDTECHNOLOGYsmartphone adoption rate in the country.Consequently, we see seven out of eight usersaccessing Internet on mobile phones.has high aspirations. Short of time, travellingAt the next level is the improved Internetextensively and juggling between work andconnectivity that has not just enabled onlinehome, the consumer is connected through1.3 billion Populationshopping but increased the experiential value ofsmartphone, tablet and computer. Empoweredthe same. While online shopping made inroadswith a smartphone, considers facebook,in the country even a decade ago, it could notinstagram, WhatsApp and other social mediatake-off then on account of internet connectivityas companions – seeks advice and expressesopinion. This profile of an increasingly aware and1,058 million Telecomsubscribers (second largestin the world)issues of poor bandwidth compared to thedeveloped markets. However, this time around,ambitious consumer has created a strong needgovernment efforts on spectrum availabilityto address the cause.and private sector investment have cleared thisTechnology has emerged as the bindingelement for the cause of omni-channel retail.342 million Internet users(third largest in the world)speed and availability are improving at andevices for the online shopping interface. TheWireless tele-density, No. oftelephones per 100 peopleUrban: 159, Rural: 52etc. It is not only the device cost that hascome down, but the quality and availabilityexceedingly improving pace. While initially onlyprivate places encouraged Wi-Fi connectivity,which was offered free of cost to patrons, nowMARKET PLACEpublic places as well take pride to offer the same Shopping portals – Myntra, Jabong,Flipkart, Amazon, Tata CIiQ, etc.to citizens. As a result, high-speed at no costhas improved significantly with more numbermarket. Improving availability coupled with7 out of 8 users accessInternet on mobile phonesSmartphone revolutioneasy financing schemes has accelerated theSource: GOI, worldometers, TRAIof global manufacturers vying to tap the Indianthird largest market in terms of the numberconnectivity has been reducing even as Internetprogress at multiple levels. At one level are theof devices like smartphone, tablet, computer,roadblock. As a result, we are now the world’sof Internet subscribers. The cost of InternetThis has become possible on account ofconnected consumer has access to a plethoraTECHNOLOGY AT THE CENTRE STAGEOF OMNI-CHANNEL RETAILor substantially low cost is available at hotels,education institutes, airports, railway stations, etal. Shopping festivals like Big Billion Day saleby Flipkart and the erstwhile Great OnlineShopping Festival (GOSF) by Google IndiaDEVICE Affordable cost and increasing availabilityof smartphones, tablets and computersCONSUMER High adoption of smartphone despite lowliteracy rate22CONNECTIVITY Improving Internet speed at reducingcost, 3G and 4G adoption, Wi-Fi inpublic places23

Think India.Think ‘CONNECTED’ Retail. 2017THE BRAND PERSPECTIVEWith two quintessential components of theomni-channel phenomenon, i.e. the consumerBRIDGINGTHE ONLINE ANDOFFLINE GAPadoption and the technology progress takingthe right shape, the retailer enthusiasm forchampioning the cause would go a long way.Accordingly, it has been seen that the brandresponse to participate and promote their omnichannel stand has been encouraging.The brands have weighed on the cost andbenefits to determine the right combination ofonline and offline retail in their bid to reach theconsumer. Since, both of these modes have theirONLINE ONLY TOOMNI-CHANNELFIRSTCRYONESTOPZIVAMEunique characteristics, one would be ill-advisedto proclaim that one of these channels is betterthan the other.Online retailing through website or mobileapplication has helped retailers to expandOFFLINE ONLY TOOMNI-CHANNELSHOPPERS STOPalone could not have been able to achieve. Theconvenience to the consumer in terms of 24x7round-the-clock shopping at the comfort of thefacilitator to create an environment conducivedelivery timelines from a few days to same daynotes for over-the-counter as well as as well asto the retail business, are steps in the rightdelivery and now 2–4 hour delivery in someonline transactions. However, on the other hand,direction.cases, the required supply chain developmentdemonetisation has catapulted the digitalisationhas been undertaken. On the business side,momentum in the Indian economy. After athere are various online models. The mostspectacular growth of mobile wallets and cardpopular being the market place model, whichpayments, the government has upped the anteis ruled by players like Flipkart, Amazon andthrough the United Payment Interface (UPI) thatSnapdeal. The inventory belongs to the brandwill address the inter-operability issues andand pricing control remains with either theimprove the overall transaction experience. Themarket place or the brand. The consumerimpetus for digital payments will accelerate theconnect happens at the market place andtechnology adoption rate in the country. Thehence the online partner is at the forefront.investment in technology infrastructure willIn another model, where the brand owns andenhance the quality of consumer experienceoperates its own online platform, the successas well as security of online transactions thatcompletely hinges on the brand’s connect withshall in effect attract morethe consumer. Many brands are present onconsumers to online retail.both market place as well as their own onlineplatform. The choice of the models for onlinePANTALOONSand focus.EZONETHE WAY FORWARDshopper’s fingertips is unparalleled. Similarly,The retail sector, which traces its roots to thepersonalisation of product offerings based onbrick-and-mortar stores or the offline channel,the web profile of the individual customer isis now witnessing expansion on account of theunthinkable in the offline channel.online market growth. While consumer adoption,In their bid to convince consumers about onlineshopping, retailers have offered features likeunconditional returns and money back guaranteeand cash on delivery option, which are either24suffering the most because of lack of currencyretailing would depend on the brand’s attributestheir consumer catchment and grow faster,something that the brick-and-mortar storebusiness. For instance, in line with the shrinkingtechnology progress and retailer push has beenthe key drivers, government initiatives wouldcome as complementing steps to the growth ofomni-channel retailing.expect adoption of online retail to accelerate.However, as both online and offline channelscontribute to different dimensions of theconsumer experience and their value propositionto brands depend on the brand’s attribute andfocus, a right combination of omni-channelsee waves in both directions, i.e. movementfrom online only to omni-channel as wellas offline only to omnichannel. Innovation willbe the key, as customerThe government has alsoawareness leads totaken an accommodativehigher expectations,stance on foreignconvenience beinginvestments investmentsthe requisite factor.in the e-commerceThe retailer strategyTHINGS TO WATCH OUTsegment. While thereare some conditionswill have to takeinto account thethat need to be fulfilledopportunity forfor FDI compliance,partnerships andthe message on therecognise the%board is clear thatthe government willchampion the effortsof digitalisation. Thegovernment hasneed to work asGST TAXProgress onthe Digital IndiaProgramme of theGovt of IndiaThe most significant initiative was theto facilitate growthas a sweetener to tilt the deal in its favour. Somedemonetisation of high value currency notesby preparing cleare-tailers from apparel and accessories also offerannounced last year. The demonetisationpolicies for the retailreality simulations by superimposing the productdecision on one hand has impacted salessector and creatingpictures onto customer photos to provide amainly in high value retail categories likeproper retail zonesvirtual product trial. These efforts have yieldedjewellery and luxury goods. Considering thethrough a comprehensive planningresults with some categories witnessing fasterhigh contribution of cash transactions in theprocess, thereby reducing infrastructureadoption of the online channel.economy, the demonetisation decision of thebottlenecks. Recent initiatives, such as thegovernment initially slumped the retail salesFDI retail policy and state-level retail policies,across the country with semi-urban centreswhere the government is taking up the role of ahave been taken on important aspects of thesystem coupled with government initiatives, wewill be the way forward. As a result, we wouldassociated with the brick-and-mortar model orTo sustain the online retail momentum, stepsWith strengthening of the online retail eco-Source: Knight FrankPrivate equityinvestments inonline retailResearchan ecosystem.Goods andServices Tax (GST)implementationCollaborativeworking among theleading playerswill be the key tosuccess. It couldbe in the form ofpartnerships, ormergers and acquisitions.Brick-and-mortar spaces will have toreinvent, with a focus on consumer experience.25

Think India.Think ‘CONNECTED’ Retail. 2017LESSONS FROMACROSS THEGLOBEGlobally companies have been working on omni-channel strategiesto reach out to the consumer. Indian retailers can draw lessons fromthese global experiences. This omni-channel approach adopted bycompanies is being done through a host of platforms. These includeonline and physical stores, smartphones, tablets, social media, callcentres and by email. In the global market place, retailers have beenhave been working on these strategies for more than 10 years now.The origins of the omni-channel strategies can be traced to 2003when Best Buy tried to counter Walmart by coming up with a host ofinitiatives, at the core of which lay the consumer. Since then, manycompanies have come up with their own strategies to reach out tothe consumer and also to grab the consumer’s mind space.2627

Think India.Think ‘CONNECTED’ Retail. 2017THE GLOBAL EXPERIENCEAs already stated, the omni-channelapproach started much earlier on theglobal stage, compared to India. Thus,GLOBAL OMNI-CHANNELRETAIL INDEX BY COUNTRY/REGIONit would be worthwhile to get an ideato know how countries and productcategories have fared with regard tothe omni-channel approach adopted by4349CANADAUNITED ENMARKretailers. PwC in its paper -omnichannel-retail-index)ranked omni-channel retailing maturity,presence and the success of omni-40channel retail in 19 countries/regions,JAPANas well as across nine retail segments.In order to rank countries/regions andretail segments, a retail index wasdeveloped. The key components of theretail index were consumer behaviour,degree of digitisation and the omni-50UNITED STATESchannel potential. Based on thesethree parameters countries/regions and43product categories were ranked on aCHINA39scale of 0–100.MIDDLE EAST36SWITZERLANDWHERE COUNTRIES/REGIONS STANDUnited States and UnitedKingdom, respectively, topthe Global Omni Channel50BRAZILRetail Index. India ranksbehind countries like28Russia, China, Chile andSwitzerland.Scale 0 –1003541303948CHILEBELGIUMSOUTH AFRICAINDIAAUSTRALIA29Source: Strategy 2015, PwC

Think India.Think ‘CONNECTED’ Retail. 2017HOW PRODUCT CATEGORIES FARED The experience of the consumer is almostsimilar, irresp

Think India. Think ‘CONNECTED’ Retail. 2017 6 7 OMNI-CHANNEL OPPORTUNITY-CONNECTED CUSTOMERS Retail in India is an incredible assortment of formats. Over the last decade, the concept of shopping has undergone a sea change in terms of format and consumer buying behaviour, ushering in a new

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