Omni-channel strategies are being tried out by both online-only and offline-only retailers, in a bid to target more customers. Some instances of offline retailers going online include:
(1) Shoppers Stop tying up with Snapdeal for selling apparel and accessories online, (2) Aditya Birla Group launching abof.com which also sells apparel and accessories. However, online players are also fine-tuning their strategies to reach out to people who are not comfortable
buying online – Flipkart has tied up with the mobile retail chain Spice Hotspot to enable people to touch and feel products, and then place orders online.
The other phenomenon picking up pace is hyperlocal: Flipkart launched its local delivery service ‘Flipkart Nearby’ in Oct’15, Paytm is considering offering services such as local restaurant and movie ticket bookings, Snapdeal invested in local grocery delivery company Peppertap
