![Adoption of Phygital in India’s Offline Retail outlets Adoption of Phygital in India’s Offline Retail outlets](https://varindia.com/storage/news/2024/05/8RyigyNexMsrCAJSmexCqoF6cuauwCCr987K83Ry.jpg)
The emergence of "phygital" mode of shopping, i.e. blend of physical and digital experiences, has indeed become a notable trend in consumer behaviour. There's a significant diversity in shopping preferences and access to technology, this trend is particularly pronounced.
Seven years ago, there were several brands with internet only or internet first, but to become large they needed to go omnichannel. India’s D2C market have grown exponentially in the last few years driven by 200 million odd digital shoppers in the country.
Despite the convenience of online shopping, many consumers still value the tactile experience of physically inspecting products. Driven by internet penetration and seamless digital payment infrastructure, the Indian e-commerce market size which is already over $100 billion could go up by over three times in the next five years, according to industry experts.
Direct-to-Consumer (D2C) brands were all the rage for a while, capitalizing on the online shopping boom. But things are shifting towards a more balanced approach. A physical store creates a more immersive and engaging brand experience than a website.
This can be especially important for brands that sell experiential products like cosmetics or clothing. D2C brands are recognizing the value of omnichannel retail, which integrates online and offline channels to create a seamless customer experience.
While e-commerce has seen rapid growth in India, there are still segments of the population with limited internet access or familiarity with online shopping platforms. For these consumers, traditional brick-and-mortar stores remain the primary avenue for making purchases.
Many retailers have recognized the importance of integrating their online and offline channels to provide a seamless shopping experience. This includes services like click-and-collect, where customers can order online and pick up their purchases at a physical store.
The successful adoption of a phygital approach by Indian consumers underscores the importance of offering flexibility and choice in how people shop. Retailers that can effectively bridge the gap between offline and online channels are likely to thrive in this evolving landscape.
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