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Abstract
The retail landscape globally hasbeen witnessing dramatic advancements in both small and large formats. Technological advancements like growth and reach of the internet have powered the growth of retailing beyond geographical boundaries. At present, the Indian retail industry is at threshold facing unprecedented competition from within and outside the country and is driving towards organised retailing.
The emerging retail market puts forth countless challengesfor both the new entrants as well as the existing retailers. Disruptive strategies by online retailers have driven away considerable business opportunities from offline retailers.
Consequently, differentiation through innovation has become the key to gain a competitive edge and customer loyalty. Most of the organised retailers have shifted their focus from essential selling to engaging customers and creating rewarding customer experiences.