BigBasket expected to expand customer base in offline entry

Consumers in India have continued to opt for offline stores.

Tata Group’s online grocery platform BigBasket could expand its customer base in India after foraying into offline retail to widen its retail footprint in India, based on a report from GlobalData.

With this move, the company aimed to bridge the gap between offline and online experiences, as well as support its ambitious expansion plans amidst rising competition in the grocery retail space.

This move came at a time when consumers in India continued to opt for offline stores for their grocery needs, GlobalData noted.

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Suneera Joseph, consumer analyst at GlobalData, said the grocer intends to follow a channel-agnostic approach to improve its customer brand engagement, thus spurring higher conversion and engagement rates.

“With digital-first retailers looking to scale and capture a share in the dominant offline segment, they are betting on technology and a wider range of product offerings to differentiate themselves in the highly competitive retail environment,” said Joseph.

According to BigBasket, its full-fledged supermarts will be technology-driven with self-billing counters integrated with video AI tools to support a seamless and convenient shopping experience for its customers, GlobalaData noted.