The idea of shopping ignites various impressions of
different people. For a housewife, the grocery shopping experience is
monotonous, but for a wife, the clothing or jewelry shopping experience is
beautiful. Quite similarly, our very objects of shopping define our mood and
experience. The modern-day life, technology, and marketplace make it possible
for us to shop from anywhere and anytime. The online and offline modes of
shopping have their own merits and are subject to a great debate.
The accessibility to the internet, smartphones, and
continuous improvement in technology has made the idea of the online
marketplace a reality. The brick and mortar stores, Kirana stores coexist with
the virtual market.
The evergrowing online market space is dominated by various
companies serving almost every item available on the shelves of brick and
mortar shops. The broad spectrum of popular online portals like Amazon,
Flipkart, Myntra, Big Basket, Grofers, Pharmeasy, Zomato, Swiggy covers almost
everything on a person’s shopping list. The user-friendly interface of these
portals, the ease of doing transactions, and home delivery are attractive
propositions for a customer. It saves time, energy, and efforts involved
therein.
The local Kirana stores and brick and mortar setups are
still popular because of their proximity, immediacy, and hassle-free service.
The local stores offer goods often on credit, unlike the online portals. No one
can take away the touch and feel experience associated with offline shopping. The
spectacle of choosing the right product after comparing different varieties is
what gives a sense of security to the customer.
The advent of online channels of shopping has undoubtedly
impacted the local retailers. Customers often visit the local shops for window
shopping and checking the price of the products. If the same product is
available for a better price online, they make online purchases. The customer
loyalty shifts with the price factor in India. The online portals often woo customers
through mega sales, deep discounting, and attractive cashback offers. Owing to
this competition, the retail shopkeepers try to please customers through their
interaction and conversation.
The recent lockdown imposed due to the coronavirus
established the supremacy of the retail outlets. The consumers flocked to these
retail outlets since the online deliveries were not possible. This instance once
again proved the fact that retail stores continue to be the backbone of
shopping and therefore form an essential element of the supply chain. The time
was just right for Reliance Jio to open Jio Mart, a digital medium to deliver
groceries from local Kirana stores to the houses.
The shopping experience is always unique, be it offline or
online. The idea of going out to shop still excites the child in us.
Written by - Harshit Somani
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