Transitioning from multichannel retailing (MCR) to omnichannel retailing (OCR)-A conceptual model

The retail industry in India is witnessing exciting developments as global retailers increase their footprint in India. The young customers are oriented towards online purchase and therefore the major retailers in India are providing their offerings across multiple channels even as the next paradigm shift happening in the developed countries is towards omnichannel. Omnichannel enables customers to transact across different channels seamlessly. This paper looks at what transitional strategies need to be followed for this shift from Multichannel Retailing to Omnichannel Retailing to happen in India and proposes a conceptual model therein based on Literature and the impediments for the same.