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E-commerce is booming, but it’s not the only channel

Kaveri Kshirsagar

Senior Research Executive
Millward Brown 


No one can ignore or overlook the sudden boom of the e-commerce in the last few years. With the ever-increasing number of websites selling everything from furniture to groceries, electronics to designer clothes, there is almost nothing that cannot be bought online today. So while retailers are going all-out in pushing consumers on the online (even mobile) channel, a point worth considering is the customer’s preference for conventional retail channels.

In this period of increasing competition, brands need to understand how consumers are using these channels. Consumers see every channel as a solution for their varied needs in different situations. Understanding how consumers select among diverse shopping options is critical for modern-day marketers in arriving at an optimal channel mix for building and sustaining a loyal customer base.