According to a 2024 industry report, 45% of brands now deploy both online and offline strategies during festive campaigns, underlining the centrality of omnichannel engagement in today’s retail playbook.
Omnichannel Retailing
We may call it a digital shopping age, but physical retail has not lost its relevance. Even as digital channels particularly quick commerce which has emerged as the showstopper in categories including consumer electronics and everyday essentials, offline retail formats are holding their own. Exclusive brand outlets (EBOs), multi-brand outlets (MBOs), and modern retail chains are increasingly viewed as an extension of brand storytelling, offering the tactile “touch and feel” experiences that digital cannot replicate.
According to a 2024 industry report, 45% of brands now deploy both online and offline strategies during festive campaigns, underlining the centrality of omnichannel engagement in today’s retail playbook. Retailers across categories are no longer treating physical and digital as competing silos but as complementary platforms that together create a seamless consumer journey.
This year, quick commerce platforms: Blinkit, Zepto, and Swiggy Instamart have emerged as critical partners for brands aiming to deliver on festive immediacy. From gifting to last-minute essentials, these platforms are enabling brands to meet consumer expectations of speed while strengthening omnichannel visibility.
Adding to the momentum, fashion e-commerce major Myntra has introduced a zero-commission model for women’s ethnic wear new brands. The initiative, which kicked off on August 15, 2025, will run for three months and is designed to draw more brands into Myntra’s ecosystem, both online and offline via its partner tie-ups. By lowering entry barriers, Myntra is betting on stronger festive-season participation and deeper brand integration across channels.
Personal care brand The Body Shop has been quick to adapt to evolving consumer behaviour. Speaking to FE Retail, Harmeet Singh, Chief Brand Officer, The Body Shop – Asia South, says, “We’re noticing a rise in omnichannel shopping experience, where customers switch effortlessly between browsing online and purchasing in-store. Quick commerce is growing, especially for last-minute festive gifting. More importantly, there’s a stronger demand for sustainability and transparency; customers increasingly want to know the story behind their products and choose gifts that align with their values.”
To tap into these shifts, The Body Shop is pursuing a dual growth strategy. The company is doubling its retail footprint while accelerating digital integration, ensuring that consumers can engage seamlessly across platforms. It is also leveraging the explosive growth of quick commerce by offering trial packs and festive gifting solutions through instant delivery partners.
Ahead of the festive season, the brand has also undertaken price recalibration, making products more accessible with 28–30% reductions across select SKUs. At the same time, it is sharpening consumer engagement by investing in CRM, sensorial campaigns, and influencer storytelling to deliver more personalised experiences.
Consumer electronics giant Haier India is embracing omnichannel with scale. With over 30,000 sales touchpoints nationwide including Haier Experience Zones, multi-brand outlets, and modern retail, it has built a network that spans offline and online commerce. Consumers can research products digitally, experience them in-store, and complete purchases on the platform of their choice.
Haier’s strategy is powered by its integrated manufacturing facilities in Greater Noida and Pune, which ensure quicker restocking and reduce supply gaps across digital and physical channels. The company’s focus, however, is squarely on premium products.
NS Satish, President, Haier Appliances India, says, “For Haier India, the biggest growth is coming from premium categories in our range of consumer electronics. Products like AI-enabled four-door side-by-side refrigerators, AI-enabled big-drum washing machines, smart AI Climate Control ACs, and smart Mini LED and OLED TVs are expected to drive strong festive demand. These categories are resonating with aspirational Indian households that want high performance and contemporary design. With rising disposable incomes, greater awareness of technology, and aesthetics, consumers are showing a willingness to upgrade faster to products that offer innovation, convenience, and efficiency.”
The Body Shop and Haier are not alone. A growing roster of retailers is recalibrating their models to reflect the new omnichannel reality.
For Indian retailers, the strategy is clear: omnichannel is no longer an add-on it is the new baseline for festive retailing. With consumers moving fluidly between digital and physical touchpoints, brands that can offer speed, experience, personalisation, and consistency are best placed to capture festive demand.
Whether through the immediacy of quick commerce, the experiential depth of offline formats, or the personalization enabled by AI, retailers are crafting omnichannel journeys that speak to both convenience and aspiration. As incomes rise and consumer expectations evolve, the festive season of 2025 could well mark the tipping point where omnichannel becomes the defining strategy for Indian retail.
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