A digital revolution is underway in India (proliferation of smartphones, and growing digital savviness of Indian consumers). Considering this, it becomes critical for retailers in India especially the organized retailers to understand the growing digital influence on shoppers.
While a lot is said about shopping online i.e. e-commerce (which forms <1% of overall retail purchases), our report focuses on the shopper’s digital behaviour while shopping from physical stores, which form 99% of the retail sales in India. We conducted a detailed primary survey of 2000+ urban respondents to derive statistically reliable insights on a shopper’s digital behaviour during shopping from a physical store. The insights are significant from an Indian retailer’s perspective, clearly establishing how imperative digital and omni-channel is for the Indian retailer.