In a world where one can buy just about everything at the click of a mouse, Rahul Dixit, a 37 year-old techy in Mumbai does not mince words when he tells his friends that “he loves visiting the store instead”. Dixit belongs to the growing tribe of Millennials who place the in-store shopping experience above online shopping. “The 2015 TimeTrade State of Retail” study in the US establishes that over 85 percent of consumers still prefer in-store shopping. In the last six years, e-commerce in India has grown phenomenally. Goldman Sachs estimates that e-commerce market in India will cross the $100 billion-mark by FY 2020. The two data points prove that today marketers need to change their strategy from time to time to get hold of the omni-channel shopper.

Like Dixit, today’s consumers value phygital experiences. According to Congnizant, less than 12 per cent retailers are able to offer omni-channel experiences. This will change as more retailers jump on to the phygital bandwagon. To put it simply, the phygital experience brings together the best of digital and physical retail.

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