In India, the retail landscape is undergoing a transformation. As digital consumption continues to rise, businesses are embracing innovative omnichannel marketing strategies to connect with the modern, tech-savvy shopper. From supermarkets hosting cooking classes to retailers offering augmented reality try-outs, the goal is clear: to deliver a seamless online-offline experience that engages customers at every touchpoint. This shift is driven by the growing preference among Indian consumers for shopping from brands that offer an omnichannel experience—one that blends the convenience of digital platforms with the tangible satisfaction of in-store visits.
Recent research underscores the importance of omnichannel strategies in India. A staggering 77% of Indian shoppers prefer buying from an omnichannel brand. Another survey found that 85% of shoppers in India use smartphones while shopping in stores, using them to compare prices and read reviews. With these insights in mind, businesses must rethink how they engage with customers across both digital and physical spaces. Below, we explore three key omnichannel strategies that can help unlock new opportunities and boost business growth.
One of the most powerful tools for engaging Indian shoppers is providing real-time inventory information across all customer touchpoints. Market research reveals two crucial insights about Indian shoppers: 96% of them research products online before purchasing, and 46% verify inventory availability before visiting a store. This means that ensuring your products are visible and their availability is clear online can directly influence in-store footfall and sales.
The Google Merchant Center is a key platform that allows retailers to synchronize and share inventory information across Google channels like Search, Maps, and YouTube. Croma, a leading consumer electronics retailer in India, used this strategy to great effect. Initially, Croma’s Merchant Center only listed inventory for small appliances available in stores, while larger items were fulfilled from warehouses. This created a gap, leaving potential customers unsure of availability and causing missed opportunities.
After partnering with Google to integrate warehouse data, Croma saw a 70% increase in local listing impressions and a 14% jump in views of its Google Business Profile. With all inventory—both store and warehouse—reflected on the platform, Croma enhanced the customer experience and boosted foot traffic to its stores.
Forecast: As more businesses in India integrate inventory data into their omnichannel strategies, we predict a significant increase in local search visibility and in-store visits. Retailers who fail to adopt this approach risk losing out to competitors who can better meet consumer expectations for real-time product availability.
2. Embrace Omnichannel Ad Solutions to Boost Offline Growth
While the Indian market shows a strong preference for online shopping, certain high-ticket categories such as home furnishings and jewelry still see a large portion of sales occurring offline. However, even for these categories, the path to purchase often begins online. Indian consumers increasingly use digital platforms for research, reviews, and comparison shopping before stepping into physical stores.
To capitalize on this trend, businesses must leverage omnichannel advertising solutions that target shoppers both online and offline. Google’s omnichannel tools—such as local inventory ads, Performance Max campaigns, and Smart Bidding for store visits—are designed to bridge the gap between online research and offline purchases.
Take Tanishq, one of India’s leading jewelry brands. Known for its predominantly offline sales, Tanishq integrated omnichannel ad solutions across its website, mobile app, and social media channels. By using YouTube ads for brand awareness and Performance Max for driving store visits, Tanishq saw a 38% reduction in cost per acquisition. The brand also utilized Google’s store sales measurement tools, which revealed that 26% of in-store sales had a Google touchpoint.
Forecast: The increasing reliance on smartphones and digital platforms for in-store decision-making suggests that brands in high-ticket categories will increasingly use omnichannel advertising to boost offline growth. Expect more Indian retailers to invest in Performance Max and local inventory ads to drive foot traffic and improve ROI.
3. Combine Organic Listings and Paid Strategies for Maximum Impact
In an omnichannel world, relying solely on one marketing approach—organic or paid—is no longer enough. A successful strategy integrates both, combining the power of organic listings with the precision of paid ads to drive engagement, store visits, and ultimately, sales.
For example, Reliance Digital, one of India’s largest electronics retailers, has effectively blended organic and paid strategies to increase both online and offline sales. By uploading its product and store-level inventory information to Google Merchant Center and optimizing its Google Business Profile, Reliance Digital improved its online visibility. It further amplified these efforts with paid ads, including skippable in-stream ads, local inventory ads, and Performance Max campaigns for store visits.
During the festive season, Reliance Digital used these tools to drive foot traffic, achieving a 129% increase in store visits and 35% higher sales year-over-year.
Forecast: In 2024 and beyond, retailers in India will continue to refine their omnichannel strategies by blending organic visibility with targeted paid campaigns. As consumers become more adept at researching products online, the demand for seamless integration between paid ads, organic listings, and in-store experiences will increase.
The Future of Omnichannel Retail in India
The shift toward omnichannel marketing in India is not just a passing trend; it’s the future of retail. As Indian consumers become more tech-savvy and demand seamless experiences across online and offline channels, businesses must adapt or risk being left behind.
Predictions:
- Integration of AI and AR: With the rise of artificial intelligence and augmented reality, businesses will increasingly offer virtual try-ons and personalized shopping experiences, making the bridge between online and offline even more seamless.
- Increased Mobile-First Shopping: Given the high smartphone penetration in India, businesses will need to optimize their omnichannel strategies for mobile-first consumers, ensuring that websites, ads, and in-store experiences are tailored for mobile interactions.
- Data-Driven Decision Making: As more businesses adopt omnichannel strategies, expect a surge in data collection and analytics tools that will help businesses better understand consumer behavior and refine their marketing efforts.
The key takeaway? Retailers that combine real-time inventory sharing, omnichannel advertising, and an integrated approach to organic and paid marketing will be best positioned to succeed in the evolving Indian retail landscape. By investing in these strategies, businesses can create richer, more engaging experiences for their customers—ultimately driving sales both online and in-store.
The future of retail is omnichannel, and it’s already here.
