Keys to Enhancing Customer Experience in Etail and Retail
Saurabh Srivastava, AGM- SCM/ PD Product Head, Page Industries (Jockey India), 0
Online shopping has long reshaped consumer expectations. Millennials and Gen Z shoppers are driven by speed and convenience. Changing lifestyles, urbanization, and the growing need for instant delivery have led to the rise of Quick Commerce.
Instead of waiting for hours or days, consumers now expect essentials—like groceries, medicines, and daily-use products—to be delivered within 10 to 30 minutes. This shift has pushed retailers to explore faster and more efficient delivery solutions, especially for perishable goods, to avoid losses and maximize customer satisfaction.
At BIGBOX INDIA – A Global Retail & E-Commerce Summit 2025 hosted recently by Scribe Minds & Media, Saurabh Srivastava, AGM- SCM/ PD Product Head, Page Industries (Jockey India), shares insights on providing a better omnichannel customer experience for both online and offline customers.
The Evolution of Online and Offline Channels
The retail journey actually began when someone first recognized that in the absence of a clerk, customers could enter the store, choose their products independently, and check prices. This newfound freedom marked the inception of modern grocery or retail. Examining this evolution reveals the foundations of early retail from which everything grew.
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The retail landscape evolved, leading to the emergence of large retailers like Walmart, which occupy expansive spaces, focusing on efficiency and optimizing inventory. They aim to maximize retail space and ensure an exceptional customer experience by offering low prices. This philosophy was introduced by Walmart in 1963, marking the start of their journey that continues to this day.
Meanwhile, retail in India emerged in the early 2000s, while the US experienced a surge in the late 90s with Amazon becoming the leading e-commerce platform. Presently, both Amazon and Flipkart coexist in India. Having worked at Flipkart for nearly a decade, I understand the significance of e-commerce and the extensive planning involved.
In today's market, engagement is essential, as customers have become more technologically inclined. They now tend to assess products before making a purchase. They look at ratings and reviews and compare prices before deciding to buy. This process needs to be unified. An online brand cannot operate separately from an offline brand. For instance, companies like Raymond cannot have a distinct branding. However, observing the shifts occurring in e-commerce and quick commerce, we are adapting our strategies accordingly.
Customer Engagement and Transforming Retail formats into Dark stores through IT Infrastructure
We are currently transforming the retail formats into dark stores to use them for both
online and offline sales. This shift is happening due to the integration of an omnichannel approach. The primary concern was regarding IT integration challenges associated with transitioning to an omnichannel model.
However, it’s crucial to ensure that backend operations and customer experiences do not suffer as a result. This important aspect needs to be addressed and managed, and there is a specialized team dedicated to analyzing data and optimizing store layouts accordingly.
This serves as an overview of omnichannel retailing. In India, it's gradually shifting and omnichannel is primarily integrating online and offline.
Balancing Online and Offline Customer Experience
In certain areas, customers are examining the available products. They are likely reviewing all the products within that area. Meanwhile, if a customer places an online order, they have a designated spot for pickup. This situation, however, negatively affects the experience of customers who have visited the retail outlet to shop in person.
They have traveled specifically to make a purchase, but their experience is disrupted by the online orders. This is a crucial consideration when designing the layout, especially in the beauty and grocery sectors. During the store layout planning, attention is given to these factors.
Many brands, after assessing their operations and reaching a mature omnichannel strategy, seek to create hybrid layouts that feature distinct areas for online pickups and in-store shopping. As a result, online customers can pick up their orders directly without needing to navigate through the entire store. Meanwhile, in-store customers can browse and explore products without having their shopping experience compromised.
Another concept to consider is the dark store. In the backend, there is a significant storage area because, at the moment, the cost associated with handling large items, or the last-mile logistics cost, tends to be elevated. Therefore, you opt to locate yourself closer to the customer. This is where the store layout becomes relevant, as the available space must cater to what has been mentioned.
The decision regarding layout is influenced by consumer requirements, whether they prioritize speed and convenience or a larger basket size, and the company must manage the available space wisely. They cannot accommodate everything due to the high rental costs of these stores, and they also need to manage their IT infrastructure accordingly.
Additionally, depending on the store size, the variety of products they can offer is also a factor. All these elements must be taken into account when designing the store layout for a multichannel environment.
Also Read: Strategies to Enhance and Sustain Customer Loyalty
For a retail company, delivering an exceptional customer experience is essential; this needs to be seamlessly integrated digitally. Ensuring profitability in the e-commerce landscape is critical; currently, many e-commerce businesses struggle with product profitability.
For brick-and-mortar retailers, exercising caution is vital when offering an extensive product range. Therefore, attention must be paid to the balance sheet while not solely focusing on expanding product offerings. Besides, a considerable investment in IT infrastructure is also necessary.
However, it’s crucial to ensure that backend operations and customer experiences do not suffer as a result. This important aspect needs to be addressed and managed, and there is a specialized team dedicated to analyzing data and optimizing store layouts accordingly.
This serves as an overview of omnichannel retailing. In India, it's gradually shifting and omnichannel is primarily integrating online and offline.
Balancing Online and Offline Customer Experience
In certain areas, customers are examining the available products. They are likely reviewing all the products within that area. Meanwhile, if a customer places an online order, they have a designated spot for pickup. This situation, however, negatively affects the experience of customers who have visited the retail outlet to shop in person.
They have traveled specifically to make a purchase, but their experience is disrupted by the online orders. This is a crucial consideration when designing the layout, especially in the beauty and grocery sectors. During the store layout planning, attention is given to these factors.
Many brands, after assessing their operations and reaching a mature omnichannel strategy, seek to create hybrid layouts that feature distinct areas for online pickups and in-store shopping. As a result, online customers can pick up their orders directly without needing to navigate through the entire store. Meanwhile, in-store customers can browse and explore products without having their shopping experience compromised.
For a retail company, delivering an exceptional customer experience is essential; this needs to be seamlessly integrated digitally
Another concept to consider is the dark store. In the backend, there is a significant storage area because, at the moment, the cost associated with handling large items, or the last-mile logistics cost, tends to be elevated. Therefore, you opt to locate yourself closer to the customer. This is where the store layout becomes relevant, as the available space must cater to what has been mentioned.
The decision regarding layout is influenced by consumer requirements, whether they prioritize speed and convenience or a larger basket size, and the company must manage the available space wisely. They cannot accommodate everything due to the high rental costs of these stores, and they also need to manage their IT infrastructure accordingly.
Additionally, depending on the store size, the variety of products they can offer is also a factor. All these elements must be taken into account when designing the store layout for a multichannel environment.
Also Read: Strategies to Enhance and Sustain Customer Loyalty
For a retail company, delivering an exceptional customer experience is essential; this needs to be seamlessly integrated digitally. Ensuring profitability in the e-commerce landscape is critical; currently, many e-commerce businesses struggle with product profitability.
For brick-and-mortar retailers, exercising caution is vital when offering an extensive product range. Therefore, attention must be paid to the balance sheet while not solely focusing on expanding product offerings. Besides, a considerable investment in IT infrastructure is also necessary.