A STUDY ON FACTORS ENHANCING RETAIL STORE EXPERIENCE TO COMPETE WITH ONLINE STORES

Abstract

In present times we are surrounded by technology in our lives, Technology has converted most of our works from offline to online. This has severely impacted offline retail stores to complete with online offerings. Many retail brands have been forced to shift their operations online in order to compete in the existing market scenario. This study will try to analyse how offline retail stores through their store environment can attract online customers and motivate them to increase theirs walk-in and sales. In this study we will first map various online and offline shopping motivators in two separate models. Both these models will then be mapped together to bridge the gap between offline and online motivators to identify perceived benefits by customers as they prefer online in place of retail stores. Besides being better store environment, it has now become relevant to take technological factors that are available with online customers, to take into account.