In-Store Experiences that Indian Fashion Retailers Need to Create in the Age of Omni Channel Shopping

Abstract

Traditional marketing strategies in India have focused on developing models with emphasis on marketing and selling aspects. This paper highlights the importance of accepting, implementing and managing innovation and technology for Indian fashion retail in the physical market space as against the evolving digital market space, which is the convenient alternative to a physical store. The research supports the suggestions offered to create an engaging shopping journey that may help the Indian brick and mortar stores gain trust and buyer motivations. Delivering integrated service system of the e-shopping store in a real store, the fashion and lifestyle retailers can increase the store footprint despite a fast evolving digital market space. Modern retailers are experimenting with Internet of Things and Digital technology to offer new services, improve shopping experience by creating brand contact points, and reshape customer relationship management to enter new markets. The Internet of things brings with it an enormous amount of data that can be of great value to the overall customer experience. Study of emerging trends in fashion retail in India is discussed to bring forward the needs of the Indian smart consumer who is fashionable and eager to adopt technological innovation for an immersive shopping experience. This paper discusses opportunities which Indian brick and mortar stores can create for immersive shopping experience in order to retain consumers who belong to today’s era of technological advancements.