Indian consumers want best of both worlds-seamless digital convenience & in-store experience:PwC

KOLKATA, 5 MARCH

- RITWIK MUKHERJEE

Indian consumers have traversed a long way and evolved much to become what they are today. Indian consumers today want the best of both worlds—seamless digital convenience and the in-store experience. While online shopping dominates in personal product categories like apparel and beauty (preferred by over 50 per cent of consumers), in-store purchases remain strong for family-related products such as fresh produce and home furnishings (preferred by 36 per cent), highlighting the need for tactile engagement. Retailers, on their parts, are increasingly recognising the power of blending online and offline experiences, with 60 per cent perceiving technology as a tool that can provide a key competitive edge. Notwithstanding this, 53 per cent of retail stores are yet to adopt tech solutions. Nearly 45 per cent consumers prefer a combination of both online and offline channels for shopping.

A recent survey report by PwC India also says that as high as 60 per cent of brick-and-mortar retailers surveyed believe that improved access to technology can empower them to enhance their competitiveness in this evolving market. It also emphasises the use of AI-driven analytics for personalised experiences, mobile apps for consumer engagement, and modern POS (Point of Sale) systems for efficiency.