‘Physical stores will become hubs for knowledge sharing & brand credibility'
Visual Merchandising and Retail Design|October 2020
‘Physical stores will become hubs for knowledge sharing & brand credibility'
Furniture and home décor mall Creaticity recently launched its first e-commerce portal www.creaticityonline.com - in the home & decor Segment. Seamlessly combining both physical and digital aspects of shopping, this marks the mall’s inclusive foray into omnichannel retailing. In a special with interaction with VM&RD, Mahesh M,CEO - Creaticity, shares how phygital journey can help grow businesses, and offers some key advice to retailers adopting omnichannel solutions.
Mohit Manghani

Could you explain the background to Creaticity’s recently launched e-commerce platform? What were the key market drivers?

We live in a time when we are all mostly indoors and it’s not surprising that home makers want to give their spaces that much-needed boost of warmth and comfort. Well, there’s good news for those who prefer to shop from the comfort and safety of their homes. It’s the ‘phygital’ shopping experience that Creaticity is making possible, for the first time in Indian home & living category and in the bustling city of Pune to begin with. The key drivers are the rapidly changing customer behavior, including: (1) Rise in online shopping even for discretionary goods such as furniture (2) A Need for safe and contactless shopping and (3) The expectations of a seamless experience across channels.

How does this platform work? And how does it help brands to define personalized experiences at scale?

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October 2020