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    India CX Report'25: Retail

    Retail is no longer just about transactions, it’s about crafting personalised and immersive experiences
    Retail

    Did you know?

    support_agent

    Point-of-sale experience is considered as most impactful by 59 per cent of customers in defining overall experience in this segment

    arrow_downward

    Low performance of the segment across prioritised experience attributes can be mapped to low customer retention with 68 per cent switchers

    groups

    The customer’s willingness to pay more is high across the leading pillars of experience - ‘Expectation� and ‘Integrity�

    vaccines

    Except for ‘Availing subscription benefits� the pharmacy segment is performing above average on post-purchase touchpoints

    local_grocery_store

    On-demand grocery segment has an opportunity to differentiate on subscription models and methods of order verification

    local_mall

    The segment is underperforming on prioritised experience attributes such as � market presence, product portfolio and return experience

    arrow_downward

    Low performance of the segment across prioritised experience attributes can be mapped to low customer retention with 57 per cent switchers

    groups

    The customer’s willingness to pay more is high across the leading pillars of experience - ‘Expectation� and ‘Integrity�

    support_agent

    55 per cent of the customers consider the purchase stage as most impactful in defining the overall experience with the brand

    recommend

    The segment is performing well on prioritising attributes such as delivery experience, quality of product, trust, value for money, and service experience

    arrow_downward

    Low performance of the segment across prioritised experience attributes can be mapped to a low customer retention with 51 per cent switchers

    groups

    Customers prioritise the ‘Expectation� pillar; however, their willingness to pay a premium cuts across all the pillars of customer experience

    person

    59 per cent of the customers consider the point-of-sale experience as most impactful in defining the overall perception of the brand�

    hourglass_top

    The 3 priority attributes for this segment are trust, range of offerings, and availability of offerings and the segment is able to fulfil all of them

    branding_watermark

    Occasion wear brands are rated higher than everyday wear brands across the pre, during and post-purchase touchpoints

    currency_rupee

    Key attributes driving both ambassadors and switchers for the apparel segment are ‘Value for money� and ‘Range of offerings�

    support_agent

    Majority of the customers put emphasis on Pre-purchase stage in defining the overall experience with the brand

    currency_rupee

    There is a significant brand variability in areas such as financing options, customer service, and helpfulness of staff which indicates that some brands are excelling in this area while others have room for improvement

    recommend

    Segment performs exceptionally well on returns and exchange process indicating a strong emphasis on customer satisfaction in this area

    groups

    ‘Expectation� and ‘Empathy� are the two key pillars of customer experience while making a purchase decision

    support_agent

    The segment is performing well on prioritised experience attributes such as ‘Trust�, ‘Availability�, and ‘Point-of-sale delivery�

    recommend

    Key attributes preferred by both ambassadors and switchers are ‘Value for money offerings� and ‘Trusted brand�

    branding_watermark

    61 per cent of the customers consider the purchase stage as most impactful in defining the overall experience with the brand

    groups

    The customer’s willingness to pay more is high across the leading pillars of experience - ‘Expectation�, ‘Integrity� and ‘Time and Effort�

    India CX Report'25: E-Pharmacy

    Findings across online platforms for ordering prescription and over-the-counter medications

    India CX Report'25: Grocery

    Findings across online platforms as well as retail stores selling fresh and packaged consumables for daily household needs

    India CX Report'25: Electronic stores

    Findings across retail outlets offering a variety of electronic gadgets and home appliances, catering to tech-savvy consumers

    India CX Report'25: Apparel

    Findings across the sale of clothing and fashion accessories, meeting the diverse style and comfort needs of consumers

    India CX Report'25: Fine Jewellery

    Findings across the sale of precious and semi-precious ornaments, offering products that symbolise elegance and status

    Quick Service Restaurants (QSR)

    Fast-food industry providing convenient and speedy meals, appealing to on-the-go as well as dining consumers
    To remain relevant, retail brands must focus on seamless omnichannel experiences. By integrating physical stores with digital platforms, they can cater to evolving consumer preferences while driving traffic to stores and increasing online conversions. This approach not only ensures convenience but also enhances customer engagement and strengthens brand loyalty in the competitive retail landscape.

    Dr. Puneet Mansukhani

    Partner TE-Retail I Sector Head Retail I Head Global Retail - Digital and Technology Transformation

    Dr. Puneet Mansukhani

    Our customer experience (CX) insights across sectors

    Mastering intentional experiences: India CX report' 25

    Benchmark experience from the customer’s viewpoint, to uncover prioritised attributes driving value

    Mastering intentional experiences: India CX report' 25

    Key Contacts

    Dr. Puneet Mansukhani

    Partner TE-Retail I Sector Head Retail I Head Global Retail - Digital and Technology Transformation

    ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India

    Nikhil Sethi

    National Leader Consumer Goods and Co-Lead Customer & Operations

    ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India


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