Retail channel convergence: enabler of sustainable retailing in the digital economy age

Emergence of digital economy, scintillating modernization and changing consumer lifestyle has considerably changed the way people used to make their purchase in the past and the transforming effect has changed the whole retail landscape. The never glued modern customers perpetually look for all new alluring ways of shopping. Unlike in the past, consumers now-a-days are striving high for seamless shopping experience during every purchase whether it is through physical or digital medium. Nevertheless, the modern consumers are highly informed and seek extreme convenience across the channels while making their purchase decisions. Irrespective of the impact of several influencing factors, having a choice of channel is a highly important factor in choice and purchase of a particular brand in today's retail set-up. By solely using the secondary sources of data, this paper highlights the transition phase of shopping channel shifting by consumers and the challenges faced by Indian retail players (both offline and online) in order to meet escalating customer expectations. Keeping in view of the requirements to triumph over challenges in modern retailing, this paper attempts to rationalize the need of physical & digital channel integration in retailing and highlights the prospective of “Retail Channel Convergence” in order to furnish insight for retailers to provide immaculate customer experience which may lead towards sustainable development of the emerging Indian retail industry.