Omnichannel strategy in apparel and food industry

Abstract

– We wondered in a marketing environment, where brands are in a constant competition to grab the customer’s attention, how can omnichannel marketing as a strategy make a difference. We wanted to know how effective this method is for apparel & food industry. We also wanted to assess how exactly brands go about implementing it. Process – We made a survey to be taken by store managers of Shoppers stop, Lifestyle and some food outlets and also interviewed some customers from these outlets to understand their outlook towards omnichannel marketing strategy. We then performed secondary research to understand the motivation of major brands behind this initiative. Further we tried to link the learnings from one industry to the other and suggest improvements. Findings – We found that almost all the stores experienced a rise in sales after implementing omnichannel strategy. The reason quoted by most store owners behind this strategy was to provide a better user experience. The customers find this strategy very convenient; they usually get discounts &it helps them with reduced returns & faster checkouts. We have come up with some advantages & learnings for any companies enthusiastic about omnichannel for their offerings.”