The fact of the matter is both are important. A brand must engage both and create complimenting synergies. Well, itseasier said than done! So, is there no way that both could be engaged and cannibalisation avoided, in whatsoever form?<\/p>

There is a channel strategy, which if brands adopt could give them both - the benefits of rapid online access as well as mature offline presence. A possible way of taking both the channels along and striking the right balance, not to keep the channels happy, but align them with the customer expectations from both these channels could be prioritising the Smartphones in the way the content industry does. Content industry typically archives anything other than 6 months and treats that differently than the recently produced films, dramas and shows.<\/p>

The third party online platforms like Flipkart and Amazon would always be interested in pushing the latest. This is also the expectation of the customers to hunt for the latest launches online. Smartphone brands can push the latest launches through these channels. At the same time, it can create a catalogue of other Smartphones wherefrom it can generate leads and geotag it with the nearest retailer from buyer\u2019s location. The sale could be routed through the retailer who would deliver it the same day at the doorsteps of the buyer.<\/p>

This way, both the third party online platforms as well as the retailers spread physically across the country could be engaged. The offline traders would start reaping the benefits of online and add value by delivering the Smartphone in the quickest possible time.<\/p>

As the Smartphone market, estimated to sell 149 million units in 2019, will be primarily driven by replacement market, online becomes the preferred choice as the user already has a benchmark to compare and select a better product than it. To make it sweeter, online platforms have been offering exchange bonuses and promotions. This makes it difficult for the offline retailers to breakthrough in the replacement market.<\/p>

It is not that only latest Smartphones are sold in the country. Though the users always intent to get the latest, budget constraints and other preferences also make them go for earlier launches. This typically happens in the premium and above segments. A lot of users in India buy latest -1 or even -2 at instances. This is because the prices of these models automatically drop after the launch of the latest model in the series. Offline can add a great value to smartphone brands in this segment by making possible things like fast delivery, same day in most of the cases. Typically, third party online stores like Flipkart and Amazon offer express delivery for latest models and\/or for their plus\/premium members respectively. For older launches they go by their usual delivery method which takes upto 7 days. Now, if this is routed by Smartphone brands through their retail networks, it can also be advanced to same day delivery.<\/p>

No brand can sustain and see a smooth growth without developing and nurturing both the channels. It is also a prudent business decision to hedge the risk and be prepared to counter unpredictability. However, the Smartphone brands need to use these channels without overlaps and make the best out of them to reach the potential users who use them for various reasons. Rather than trying to change the consumer behaviour by pushing the offline buyers to online and vice-versa, it would be easier for the brands to hit the right balance.<\/p>","blog_img":"","posted_date":"2019-01-10 13:23:50","modified_date":"2019-01-10 13:23:50","featured":"0","status":"Y","seo_title":"Harmonising the online and offline smartphone sales","seo_url":"harmonising-the-online-and-offline-smartphone-sales","url":"\/\/www.iser-br.com\/tele-talk\/harmonising-the-online-and-offline-smartphone-sales\/3403","url_seo":"harmonising-the-online-and-offline-smartphone-sales"},img_object:["","retail_files/author_1509706883_temp.jpg"],fromNewsletter:"",newsletterDate:"",ajaxParams:{action:"get_more_blogs"},pageTrackingKey:"Blog",author_list:"Faisal Kawoosa",complete_cat_name:"Blogs"});" data-jsinvoker_init="_override_history_url = "//www.iser-br.com/tele-talk/harmonising-the-online-and-offline-smartphone-sales/3403";">