Click to Cart: Live Look at Omnichannel Strategy  Magic

Welcome to India, the land of vibrant festivals, breathtaking landscapes, and a digital revolution unlike any other. Here, over 900 million digitally-savvy consumers roam the online world, making it the world’s second-largest internet market, according to Invest India. But forget the days of generic marketing tactics – Indian consumers crave a deeper connection.

Gone are the times when a simple “buy now” button sufficed. Today’s Indian digital warriors are experience-hungry (remember, 72% are planning adventures!), and this spirit translates seamlessly online. 65% of consumers intend to up their online shopping game, demanding not just competitive pricing (although it’s still important!), but also efficient delivery and a frictionless, personalized service across all touchpoints.

Picture this: You’re planning a grand Diwali celebration, but the chaos of juggling online shopping and physical store visits is enough to give you a headache. One minute you’re scrolling through Instagram for diya inspiration, the next you’re comparing festive decorations on Flipkart. Finally, you brave the crowded market for those last-minute puja essentials.

Omnichannel marketing to the rescue! It’s like having a well-organized Diwali shopping list come to life. Imagine browsing for stunning rangoli designs on your phone, then seamlessly finding those same stencils at your local store with the help of their user-friendly app. Perhaps you saw a festive saree online that caught your eye, and the store offers personalized recommendations for matching jewellery based on your browsing history.

That’s the beauty of omnichannel marketing. It creates a seamless journey that understands your consumer’s needs across all touchpoints – mobile apps, social media, and even physical stores. No more juggling multiple shopping experiences! It’s a stress-free Diwali celebration for you and a winning strategy for brands that understand the power of a unified customer experience.

Remember those bustling neighbourhood Kirana stores? They were once the undisputed champions of Indian grocery shopping. But with over half the population (51%, courtesy of Statista, 2024) surfing the web, convenience is the new king. Enter Bigbasket, the online grocery giant that faced a unique challenge: lure customers online while keeping them connected to the familiar comfort of physical stores.

Here’s how Bigbasket aced the omnichannel game:

Cracking the Customer Code: Bigbasket knew the key to success was understanding its audience. Through extensive research, they discovered two crucial desires:

Freshness First: Quality and freshness were paramount.Shocking, right? ASSOCHAM says 62% of online grocery shoppers in India feel the same, 2023 report.

The Brick-and-mortar Comfort: While open to online shopping, 78% of people still craved the physical store experience. (2022 PWC report) 

The Winning Omnichannel Recipe: Bigbasket whipped up a strategy that catered to both online convenience and physical store connection:

• Farm Fresh Focus: Partnering with local farmers and implementing robust quality checks ensured peak freshness – addressing that top consumer concern.
• Speedy Deliveries: A robust delivery network with multiple time slots meant groceries arrived fresh and on time. After all, 85% of online grocery shoppers in India prioritize on-time delivery (IBEF report, 2023).
• Click & Collect Convenience: Understanding the desire for physical interaction, Bigbasket created a network of pick-up points. This allowed customers to order online and collect their groceries at a nearby location – perfect for the 78% who still value that in-store experience (PWC report, 2022).

Digital Delight: Bigbasket didn’t stop there. They amped up the online experience with:

• A Mobile Marvel: A user-friendly mobile app that made browsing, finding product info, and secure payments a breeze. No surprise there, India boasts the most mobile internet users globally (App Annie report, 2024).
• Personalized Picks: An algorithm analyzed past purchases and browsing habits, suggesting relevant products for a seamless shopping experience.
  

Bigbasket’s data-driven omnichannel approach has yielded an impressive competitive position in the Indian online grocery market and its expansion across India.

This win proves it all customer insights are the secret sauce of omnichannel success. Market research unlocks these insights, like mapping the customer journey and analyzing channels. Wisefeeder can be your partner in not just one but the two crucial stages, first empowering you with the understanding of your customer inside out and then guiding you to craft a customer-centric omnichannel strategy that resonates. Remember, omnichannel mastery is about putting the customer at the heart of every touchpoint.