Embracing the Phygital Revolution: An Indian Retailer’s Guide to Online and Offline Retail

To keep up with the fast pace of online shopping during Diwali, your physical store might seem empty compared to your online presence. I face a similar situation too. But here’s the key: the future of commerce isn’t about choosing between brick-and-mortar or e-commerce anymore. The big shift in the retail world is the smart mix of both—the ‘phygital’ approach. For Indian SMEs, this will be a game-changer in 2024 and beyond.

Decoding the ‘Phygital’ Opportunity

What is ‘Phygital’ Retail?

‘Phygital’ retail brings together physical stores and digital platforms to create a seamless shopping experience.

The Indian Market Opportunity

In India, 91% of retail sales still happen in traditional physical stores, but SMEs are finding new ways to blend their online presence with physical stores to create exciting shopping experiences (IBEF, 2023).

💡 Pro Tip: Map out each touchpoint your customer interacts with—from discovery to purchase—and use tech to fill any gaps in the process.

Tech Magic in Your Physical Store

Enhancing In-Store Experience with Technology

Use tech to make shopping personal, like in traditional stores, but add modern touches that make it fresh and convenient.

Success Story: AR Mirrors in Pune

A store in Pune called Slamna saw a 30% rise in foot traffic and a 20% increase in sales after introducing AR mirrors. About 18% of the new sales came directly from this technology.

💡 Pro Tip: Start by adding QR codes next to your products. When customers scan them, they can see reviews, videos, or even AR effects on their phones.

Social Commerce Live Streams

Give your online store a local market feel through live streams. You can show off products, answer questions, and offer exclusive discounts during these sessions.

Market Potential

Social commerce is set to become a $70 billion industry in India by 2030, according to Bain & Company.

💡 Pro Tip: Try hosting short live shopping events on Instagram or Facebook to grab your audience’s attention and boost engagement.

Hyperlocal Hero: Merging Digital Convenience with Local Trust

Leveraging Local Market Knowledge

Partner with local businesses for faster deliveries and to build trust. This can help you create a sense of community and keep customers coming back.

Even though digital payments are on the rise, studies show that about 75% of Indian consumers still prefer local shops (RedSeer Consulting).

💡 Pro Tip: Team up with local stores for pick-up and return points. This way, you stay competitive with large e-commerce platforms.

Data: The Secret Ingredient of Phygital Success

Personalization Across Channels

Reach out to customers through both online and offline channels with personalized offers. For instance, if someone shows interest in a product online that’s also available in-store, send them a notification about it.

💡 Pro Tip: Use a loyalty program that works both in your store and online. This creates a richer customer experience, not just discounts.

Current Trends to Watch

Voice Commerce

Voice-activated shopping, especially in multiple languages, is gaining popularity. Making your platform voice-search-friendly can set you apart.

Sustainable Retail

Indian consumers care about sustainability. Show that your business is eco-friendly, both online and offline, to attract conscious shoppers.

AR and VR for Small Businesses

AR and VR technology is becoming accessible to smaller retailers. You can use these tools to offer fun, interactive experiences in both your physical and online stores.

Conclusion

The ‘phygital’ approach isn’t just a passing trend—it’s the future of retail in India. By blending the convenience of online shopping with the emotional experience of physical stores, small businesses can provide a memorable customer journey. Whether customers buy online or in-store, your focus should be on creating moments that build long-lasting relationships. Are you ready to embrace this future and become a leader in this exciting new era?