Physical retailers innovate to reach online customers

Keeping the response online retailers are getting; offline or physical retailers too are trying various ways to attract consumers. One of the recent innovative measure, they have adapted is ‘click-and-collect’ strategy wherein consumers can buy products online but collect them either from brand’s physical stores or other collection points like petrol pumps or postal offices.

For example, shoe retailer Bata, ethnic wear brand Fabindia, Flying Machine jeans, furniture seller Evok and mall operators Infiniti Mall and Virtuous Retail are planning to offer the 'click and-collect' service, a concept similar to that of introduced by retailers such as Walmart, Tesco and Target in the US and Europe this year.

Infiniti Mall in Mumbai, is working on an e-commerce concept where its tenants are encouraged to give about 10 percent discount to online shoppers, but the consumers must visit the stores to take delivery. Virtuous Retail, which operates malls in six cities across the country, too, is working on a similar model. Bata plans to start its 'click-and-pick' service in 2015. US Polo and Flying Machine brands too will roll out a similar plan by putting all its 200-odd stores under click-and-collect offer over the next 12-18 months other than home delivery option.