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The tech evolution has changed our handheld devices into shopping carts. Jayadev Calamur takes a deep dive into these ever-evolving trends, and understands how retailers are also changing the offline experience for customers to redefine the term ‘omnichannel’ Once upon a time, we would go to the local store to buy our daily requirements. For special occasions, we would go to a gift shop. Then came the malls. Shopping now became an experience, where families would spend a day in their favourite stores, go to the inhouse theatre, and then end the experience at the food court. Then, sometime in 1995, a company called Amazon disrupted the way we shop by selling books on the internet. Since beginning that business, Amazon has evolved into a multi-billion-dollar business, with its 2021 numbers valued at $469.82 billion. As internet speeds and technology evolved, the shopping experience changed. People now had the option of making purchases with just a swipe of their finger while using a smartphone. Social media platforms such as Facebook capitalised on this, and used its portal, Instagram, and WhatsApp to give companies a platform to directly reach out to the customer, and give them a direct shopping experience. But does this impact the physical store? Yes and no. Stores are using innovative ways to enhance the customer experience. As Thomas Reju, Chief Digital Officer at IKEA India pointed out at the recently concluded ReTechCon 2022, “We are truly living in a phygital world – physical
+ digital.” Elaborating on this, Reju showcased a case study of a family that wanted to buy a three-seater sofa. After doing days of research online through various Instagram pages, and other social media platforms, they narrowed down to the perfect sofa. They then visited the physical store that housed the sofa. They also found accessories such as cushion covers, and spreads that would make the sofa look better. They then had the sofa delivered home, following which the company asked them to take pictures of the sofa and share it on social media. “This combination of shopping online, and having a store experience is where the future of shopping is headed,” added Reju.
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