Uncertainty over their choice between online and offline is leading many brands to opt for omni-channel strategy. Leading from the front are two start ups: Wagonfly and Perpule who promise to offer a personalised shopping experience to their customers.
New technologies boost shopping experience
Both Perpule and Wagonfly have designed self-checkout systems that enable their customers to discover new products, access offers by the companies and get the product information on an app. The system designed by Perpule also allows customers to scan the barcode and pay for their items through this app. The app reduces the customers’ shopping time by eliminating their waiting time at the billing counter.
The system designed by Wagonfly, on the other hand, includes a kiosk which enables a customer to place a shopping bag on the screen. A display on the screen then populates all the items in the bag after which the customer can proceed to pay his bill and leave. Both Perpule and Wagonfly also offer real-time data and analysis on customer behaviour which retailers can use to personalise offers and experiences to improve upon their loyalty programmes.
Emulating each for growth
As per Wagonfly and Perpule, such technologies will need some time before they gain popularity as they represent a new segment in omnichannel. Though initially including the intregration of a brand’s online presence with its offline stores, omnichannel now also includes an enhanced shopping experience at the brand’s brick-and-mortar stores.
Many online players are enhancing their platforms through various advanced technologies. Myntra, for example, has introduced augmented reality on its platform. This platform enables customers to digitally try on clothes, makeup, and accessories. Online grocery stores, on the other hand, are promising deliveries in a few hours rather than days.
Online and offline retailers are trying to emulate the salient benefits of each other, paving the way for omnichannel retail in India. However, though many companies are adopting omnichannel strategy, few are focusing on either of them depending on their business models. Startups like Perpule and Wagonfly prove to be the guiding lights in such a scenario.