Strategically, the Ten T’s (TTT) are needed to go from digital to physical retailing to ACT( distribute and display) and to INTERACT(communicate and engage) with customers and consumers.

In the evolution of retailing, in India, many companies first went offline and then, later on, went online.

However, in recent times, many companies first went online and did digital retailing and then are now wondering, are they missing out on something big by not going offline in physical retailing?

I believe in the Samsika Module of Inline Retailing, not just offline, not just online, but Inline with the consumer’s expectations, which would be the relevant way forward in today’s retail world.

Inline Retailing gives the consumer freedom of choice - choice of whether to buy or not when to buy, where to buy, how to buy, what to buy, and why to buy. It is Inline with the consumer’s expectations. Both offline and online, being used.

Having set the context of Inline Retailing, let us move to the TTT - The Ten T’s of moving from online to also offline.

In the offline arena, there are various sub-segments. There could be general trade, there could be modern trade, there could be EBOs (Exclusive Brand Outlets), there could be MBOs (Multi-Brand Outlets), there could be franchises, there could be own stores, there could be Anchor stores (in malls) or there could be a Shop-in-Shop concept. All of them require to provide the TTT.

The first T is Trial - The opportunity to try should be provided, whether it be for shirts or jeans or Kurtis. Hence there are trial rooms in many stores.

The second T is Taste - Whether it be an ice cream parlor or a mithai shop, tasting is an experience that leads to purchase and is necessary.

The third T is Test - Whether at an electrical store, where you test a bulb before purchase or at a car dealer, where you take a test drive, a test before buying is an important element.

The fourth T is Trust - Many a time, a consumer goes physically to the same store for purchases, since a trust is built up over generations, like in neighborhood jewelry stores.

The fifth T is Train - The next important element is training the retailer and his counter salespeople so that they can explain to the consumer, the features of the product.

The sixth T is Tell - Telling helps to sell. Telling the benefits of products and services can be done physically.

The seventh T is Target - Segmenting and targeting the right customer for the right product, which can be achieved by experience, for example in saree shops through the experienced saree salesman.

The eighth T is Trend - Due to regular communication and interaction, consumer trends can be easily determined, for example, the latest trend for vegan products.

The ninth T is Teach - There is a difference between training the retailer and teaching the consumer. High-end electronics and IT products need teaching and demonstration to the consumer.

The tenth T is Timing - Timing for retailing is critical. If the opportunity is lost and there is a delay in buying, consumption loss is possible here.

Thus offline retaining helps substantial sales, if TTT is used.

This helps to serve offline in addition to online and leads to Inline Retailing.