1. Abstract
Omnichannel in Indian Large Format Retail Stores –
Formulating order qualifiers and winners
by
Senthilvelan S
Consumers shopping preferences has started moving from single shopping channels to seamlessly moving
across multiple channels. Consumers shopping journey starts from discovery, ordering, customer delivery
and ends in returns. Throughout the journey, consumers’ interaction happens through multiple medium i.e.
desktop, hand held devices, physical stores,etc. The complexities of moving from single channel to deliver
an omnichannel retail strategy requires retailers in identifying kind of capabilities which would become an
order qualifier and winners is of high importance.
To formulate capabilities needed, Indian large format retailers focused on fashion apparels are taken for
study. Initially, Omnichannel capabilities are evaluated after detailed literature review on best practices by
leading Omnichannel retailers; capability study done by research and consulting firms. The purpose of this
non-experimental study was to examine the importance of seamless capabilities for Indian consumers and
formulate capabilities which would be ‘order qualifiers and order winners’ in a omnichannel environment.
The study involved a final sample of 37 respondents representing Indian consumers and 30 respondents
representing developed countries’ consumers. Indian consumers Omnichannel capabilities sought is
compared with preferences of Developed countries’ consumers.
By mapping Indian large format retailers’ capabilities versus capabilities considered important by Indian
consumers, Indian large format retailers should focus on capabilities viz. Discovery across all medium,
online ordering, Buy Instore Receive at Home, Mobile Ordering, Seamless Visibility of shipments, buy
online pickup in store,returns – omnichannel capabilities, buy online receive at home, return online orders
– pickup at home. There are certain limitations which India’s distribution and tax structure brings in, which
should be kept in mind while re-designing supply chain for Omnichannel capabilities.
My recommendations for future researchers was to deploy a detailed research on Omnichannel capabilities
and retailing. Also, recommendations for Supply chain managers / leaders is to evaluate Omnichannel
capabilities considering gaps in India.