Retailers are partnering with eTailers to increase their customer reach by allowing consumers to search for the product or service online/offline and buy it through a channel of their choice.
These strategic initiatives help the online players achieve the following:
1. Create an omni channel experience for their customers: There is still a vast majority who want the ease and tangible experience of an offline store, where they get to touch and feel the product before purchase.
2. New revenue streams: eTailers can partner with retailers to fulfill their orders from inventory in-store and hence have a wide plethora of products online.