New-age tech-savvy buyer is seeking experience

Indian retailers are still playing catch up with these customers

Customers are no longer passive receivers of products and services. “Price” becomes subservient to “experience” if online services are provided in-store. Today, consumers are smart, demanding and mobile-driven. They demand consistent messaging across channels. 

Providing personalised experiences for consumers should be at two levels: first, creating the experience and allowing the customer to decide the level of involvement with the experience. Second, deciding whether the experience and engagement should be for both the customer as well as the consumer. Adidas has attempted to provide a personalised customer experience via its omni-channel strategy. 

At the retail level it integrated its infrastructure