India’s Omnichannel Retail Promise

ISBInsight: What is omnichannel retail?   Murali Mantrala: The advent of online retail websites, marketplaces and additional digital platforms such as mobile phone shopping apps and social media, has transformed the world of retailing by providing multiple avenues for sellers to connect with buyers.  As a result, the term ‘Omnichannel’ has gained currency over the last six years. This trend signifies the abilities and dispositions of contemporary consumers to crisscross and avail of the multiple channels at various stages on their ‘paths to purchase’ for products and services.   From the mid-90s to the beginning of the current decade, there has been a major shift from the traditional single-channel …