Offline stores were the preferred shopping channel for consumers during the festive season with the physical outlets registering a 7 percent increase in footfalls over last year during the same period, said a market study by Capillary Technologies.

The study and its findings are a result of the data collected during Diwali 2019, in comparison with Diwali 2018, by Capillary Technologies from 62,000 consumers across stores in India.

While jewellery brands witnessed about 3 percent decrease in the number of shoppers this year, the overall sales were 12 percent more as compared to last year. The study further said the footwear industry witnessed a 4 percent rise in sales this year whereas fashion and apparel saw enhanced spending of 7 percent.

“The 2019 Festive Shopping study breaks the supposition that offline businesses are reporting lesser traffic in the age of e-commerce. The study highlights the preference of customers to shop offline during the festival season, particularly in categories such as jewelry and ethnic wear. However, the key takeaway from this study for retail brands is to strengthen their consumer loyalty programs and prioritize consumer retention. Competition these days has increased, leaving shoppers spoilt for choice. By adopting the latest technology innovation, retail brands can offer personalized service to their consumers, which will not just aid in customer retention but also go a long way in ensuring repeat purchase," said Aneesh Reddy, CEO, and co-founder, Capillary Technologies.