Integrating multiple means of customer interaction to enhance sales of less successful product categories

Abstract

E-commerce has revolutionized the retail market in India. The younger generations have already seen almost a cent percent shift to online shopping, with a share of the older population also making attempts to do so. With the Indian e-commerce market expected to grow to US$ 200 bn by 2026, all retailers of all product segments are striving hard to grab a good share of this newly rising market. However, we see that there are certain categories of products whose online sales are far from flourishing due to a plethora of reasons. This is where we need a deep look into which are these product areas which needs an e-tail upliftment and how can we essentially strategize the plans of action for the specific categories identified.