Just after recovering from the devastating pandemic blows this year, the Indian retail industry is once again staring at uncertain times with localised restrictions back in many places to curb coronavirus infections even as the industry players are turning 'phygital' to cater to customers. With omnichannel approach gaining currency, technology will remain a key enabler for the retail industry and in 2022, the focus is likely to be on building an agile and sustainable supply chain that provides the convenience of 'phygital' shopping. Concepts like video shopping may become more mainstream and companies will continue to adopt advanced analytics to improve sales and gain granular actionable insights on buyer behaviour. Moreover, with social media and influencer marketing coming to the forefront, creativity and content push, especially with regional languages, will gain more importance. Metro Cash & Carry India MD & CEO Arvind Mediratta said COVID has changed consumer behaviour ...
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