At the point when business person Pernia Qureshi propelled her web-based store Pernia’s Popup Shop in 2012, she introduced another section in India’s mold retail-scape. From that point forward, the one-stop shop has kept on increasing current standards, be it by sparkling the focus on promising homegrown creators or by facilitating shopping celebrations in the cities of Mumbai and New Delhi.
Now Pernia has made her brick and mortar debut, Pernia’s Pop-Up Studio, in Mumbai. “This is one of our greatest markets on the web, so it just seemed well and good to give our clients a physical store involvement also. Mumbai is a design cognizant and cosmopolitan city with extraordinary potential to achieve new benefactors,” she says.
From Victoria Beckham’s fashion business raising $40 million for expansion to Numero Uno investing Rs. 10 crores to open about 36 stores, there are many brands who have now started conquering the offline space.
Integrating Online & Offline Experiences Through Digital Innovations
Research says that more than 65% of users surf online, 55% read reviews and 47% check brand websites before visiting a showroom. The journey from online to offline is unquestionably paved with skepticism. However, many online leaders are integrating their digital and physical presence to interact with their shoppers and fulfill their needs.
With innovative solutions, brands are now utilizing digital natives to draw audiences offline, thus establishing strong connections with customers and enhancing in-store customer experience and purchases. For instance, the retail company, Max Fashion will soon be launching a new channel allowing users to place an online order in the store using digital kiosks, and have it delivered to their doorsteps. India’s multi-brand e-commerce beauty platform, Nykaa who started out as an online multi-label destination, launched its first store in Mumbai last year. With an aim to open 30 offline stores by 2020, Nykaa wants to enable shoppers to interact with its products firsthand. Beacon technology and location-based services are the biggest examples that can help brands target customers to make their buying experience memorable. These are the devices used by retailers to automatically send notifications and discounts to shoppers’ smart-phones when they enter a store.
Interactive Design & Space
Consumer experience doesn’t only revolve around preferences, knowing and delivering the right sizes, interests and after-sales service. Today, the dynamics have transformed completely. Stores have evolved into more of an experiential playground where brands are communicating their values through the design, layout and space. Last year, India’s biggest online fashion retailer, Myntra, in association with one of its franchise partners, Roadster, launched the first retail store in Bengaluru. The store introduced several elements to engage with their customers. For e.g. a video wall which showcased details of products, international trends as well as the brand history through a futuristic, touch interface. The unique ‘scan and go’ purchase mechanism allows shoppers to add their favorites to their shopping cart on the Myntra app, saying goodbye to all the hassle, shopping bags, checkout counters or billing queues. The store is also equipped with multiple touch screen displays which provide information on fashion looks and the product catalog. Apart from this, Myntra is now hatching plans to draw its online traffic offline as well, by starting a chain of brick-and-mortar stores for brands like Mac, Estee Lauder, Clinique, Bobbi Brown, Esprit etc.
The idea is to redefine the way consumers experience brands, while encashing on the same. Many smaller online independent designers too, are giving physical store experience a chance with the help of pop-up shops or fashion expos. This not only helps increase awareness, but also builds trust in their brand. Ethnic apparel brand, Fabindia has announced its expansion by adding 40-50 stores every year. The company recently opened a new retail format called the Fabindia Experience Centre and aims to have 10 stores by the end of 2018.
The key to a brand’s success lies in customer experience, be it in-store or online. It all depends on how you delight the customer. While many international players, as well as homegrown brands, have already opened their doors to customers, we can’t wait to know what’s in store (literally!) next.