More e-tailers to venture offline to capture younger Indian crowd

Key Highlights

• Age group 20-40 years shop offline as well as online.
• Monthly online shoppers stagnant at 1.5-1.7 crore for six months.
• More 'pureplay' online players will now venture offline.

Customers trying to get the best deals while shopping have become inconsistent with their shopping habits and have left e-tailers perplexed, a report by RedSeer Consulting said on August 16.

Retailers have started favouring an omnichannel approach to sell goods especially in the case of consumer electronics and fashion which are now being copied by e-tailers, who sell retail goods on the internet. “Market forces are influencing decision making of e-tailers by pushing offline presence and experimenting with private labels,” the report added.

“Customer segment of age 20-40 years’ behaviour has confused marketers and retailers about the optimal channel strategy mix to match their pace,” the report by Shubham Anand of RedSeer Consulting said.

Economic Times said on August 17. Xiaomi Redmi Note 4 and Mi Max 2 were launched in India at the same time in offline and online stores.

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