PERFECTING THE ‘PHYGITAL' SHOPPING EXPERIENCE: UNIFYING THE ECOSYSTEM FOR TODAY'S HYPER-CONNECTED CONSUMER
Business Of Fashion|December 2021
Phygital retail is all about creating that immersive experience for your customers both offline and online through varied tools. Though the lines of divide between the two may be blurring fast, there’s much that needs to be explored. Industry experts help us understand how brands are perfecting their strategies to give customers the true ‘phygital’ shopping experience.
Yash Bhatia

Phygital - a perfect blend of Physical and Digital. ‘Phygital’ is becoming a buzzword for all retailers, as it is a perfect combination for retail as well as the digital commerce sector, bringing in a new dimension to every brand. It also offers customers a platform to shop all they want almost 24 hours a day, allowing them to access products and choose the delivery service that suits them best. We had a session revolving around the emergence of phygital in retail at the recently concluded Phygital Retail Convention held at Renaissance Mumbai from November 10-11, 2021. This session, Powered by GreenHonchos, a Full Stack D2C enabler, had panellists digging deeper into the concept of phygital, giving us a chance to hear what the experts had to say.

Session Moderator: Navin Joshua, Founder/Director, GreenHonchos

Panellists: Hariharan Iyer, Group CIO, Raymond Group

Kashyap Vadapalli, Chief Marketing Officer & Business Head, Pepperfry. com

Kunal Turukmane, Head - Strategy and Project Management, Being Human (FAFH)

Manoj Kansal, Director of Engineering, Myntra

Praveen Shrikhande, Chief Digital and Information Officer, Aditya Birla Fashion and Retail

Priyanka Chauhan, Head-Key Accounts (E-commerce), Bestseller India

Jitender Joshi, CEO, Ambab

“Click and Collect was something every brand wanted to do. And they wanted to do it overnight, without actually understanding that they don’t have the infrastructure. So we are kind of telling them to first build the infrastructure because it’s going to be a bad experience”

Jitender Joshi, CEO, Ambab

“When we started, the first 2-3 years we were not really selling large items by seeing analytics. We opened a couple of stores and influenced people to buy items worth ₹50,000-80,000”

Kashyap Vadapalli, Chief Marketing Officer & Business Head, Pepperfry.com

‘Learnings’ from the omnichannel approach

COVID-19 has forced all the retailers and brands to dive into the digital universe, like never before. Retailers with a mass-focused customer base started to offer pickup solutions and delivery options to reach their customers quickly, at their time of need. Brands have started to use analytics, AR/VR, marketplace and virtual touchpoints to create a better shopping experience for the customers. Hariharan Iyer, Group CIO, Raymond Group told us about his learnings when they adapted the omnichannel approach during the pandemic. He stated, “Physical, essentially, we talk about it, it’s been across two or three phases now. So the high phases are just boiling down and COVID somehow crystallizes the whole scenario. What has now happened is that we have stores, we have front-ends, we have different applications, we have websites, and all of them have a hyper convergence. So we have got tons and tons of data to understand how a customer walks across, what is his buying pattern, what kind of analysis the customer does. But ultimately, you know, what really happens is that once you take it from the digital, you have to convert it down into a physical end. Otherwise, the convergence does not happen, the sale does not happen. And whatever happens, happens at different demarcations, different segmentation levels. So that’s where it stands, at least for the fashion industry. And it’s almost the same for all other industries, too, as far as I think.”

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM BUSINESS OF FASHIONView All

'Inflation Is Going To Eat The Pie'

With the advance of the internet and globalisation, it has become easier for consumers to buy products online and receive them at their doorstep. This has led to a significant increase in demand for fashion products, which has increased the cost of production. To keep up with this increasing cost of production, many brands have been forced to raise prices in order to maintain profit margins.

5 mins read
Business Of Fashion
February 2022

How To Change With The Changing Retail Landscape

'The massive changes that 2020 brought to the retail industry are here to stay. And now that parts of the world are opening up, and consumers are craving opportunities to shop in person, they expect the buying experience to be consistent both online and off,' states the latest report by Shopify titled 'The Future of Retail'. The report not only identifies trends that will shape the retail commerce business, but also provides recommendations that can help brands find the perfect balance between offline and online commerce.

10+ mins read
Business Of Fashion
February 2022

NO BARRIER TOO BIG

The world of fashion is meaningless without women. Be it the business of fashion or fashion itself, the sector would have been dreary and nondescript had it not been for the many female entrepreneurs, artists, models, decision-makers and professionals who comprise it. In this article, women in the business of fashion share their stories of diligence, perseverance and some uncalled for challenges that they took in their stride to reach where they stand today leading brands and breaking barriers!

10+ mins read
Business Of Fashion
February 2022

BUDGET 2022-23 AN ENABLER FOR INDUSTRY

On February 1, Finance Minister Nirmala Sitharaman presented the Union Budget for financial year 2022-23, a Budget that claimed to focus on growth while promoting technologyenabled development. Here's how some prominent retailers and brands from across the fashion industry reacted to the announcements made during the presentation.

5 mins read
Business Of Fashion
February 2022

CIRCULAR TEXTILES: AN URGENT CALL FOR SHIFT

The fashion industry is one of the key consumers of natural resources such as water and energy. This widespread consumption due to fast fashion has devastating impacts on people and the planet. It is now more urgent than ever to shift from a linear - take, make, use, dispose - model to a circular model or circular economy where waste and pollution are designed out, products and materials are kept in use longer, and natural systems can regenerate. Mukul Agrawal, Chief Sustainability Officer, Birla Cellulose, shares his view on circular textiles and how brand Liva Reviva incorporates them in their products.

4 mins read
Business Of Fashion
February 2022

WOMEN'S WEAR ON A MASSIVE SURGE

A recent report estimates the Indian women's wear market to be over 1.2 billion people. This massive opportunity for women's wear brands in India is further fuelled by the growing disposable income of women in the country, increased accessibility to fashionable Western wear that's influenced by international trends, as well as the growing urge among women across age brackets and sizes to dress well. Through this article, some existing and new-age brands in the segment help us understand the opportunity better.

10+ mins read
Business Of Fashion
February 2022

IFF 2022: SHARP. PROGRESSIVE. ICONIC.

The Indian fashion industry's much-awaited annual event - India Fashion Forum (IFF) - is all set to be hosted from March 23-24 at The Leela Ambience, Gurugram. Chaired by Akhilesh Prasad, President & CEO, Fashion & Lifestyle Business, Reliance Retail, the 21st edition of IFF will underline 'Purpose, Innovation, Experience and Engagement' as the tenets of future-proof, profitable fashion retail.

5 mins read
Business Of Fashion
February 2022

How To Not Let The Customer Down

‘The challenges CX leaders will face in 2022 are unlike what they’ve ever faced before – the goal is still to attract and retain customers, standing proud above your competitors – but the landscape has changed. So have the solutions,’ states the ‘2022 Global Consumer Trends’ report by Qualtrics XM. It highlights key areas companies can focus on in 2022 to have the biggest impact on their consumers and business, and get ahead of the pack.

6 mins read
Business Of Fashion
January 2022

The Future Of Retail: 10 Trends

As the world enters another year of the pandemic that has re-shaped the way we spend and consume, Wunderman Thompson Intelligence, through its report titled ‘The Future 100: 2022’, brings to the fore 10 trends that will set the stage for retail and e-commerce this year and for years to come.

5 mins read
Business Of Fashion
January 2022

TWILLS

Launched in 1995 in Andhra Pradesh with its first collection of coloured cotton trousers, today, Twills has evolved into a one-stop solution that offers international styles in comfortable fabrics. In 2008, the brand had another feat to its credit – a 5,000 sqft exclusive store at MG Road, Vijayawada, and hasn’t looked back since.

2 mins read
Business Of Fashion
January 2022