Why app-only strategy may not work as expected in India!
A few days ago a major fashion e-tailer shunned its much hyped and appreciated app-only platform to re-enter into the website foray. It was not very long ago that the decision was lauded by Digital Pandits and technology enthusiasts as a ‘bold’ and ‘decisive’ move. I was not impressed and had a strong feeling that this approach will not see the light of the day. It took little time for the markets and the consumers to prove it wrong. A few reasons cited by analysts as to why the app-only approach will succeed included better technology, customer proximity, availability of customer insights, mobile as the future, customer loyalty etc. etc. Not to forget that success of a strategy depends on end customer and is seldom hidden in data crunching efforts or corner offices of company headquarters! My article points of a few cardinal errors (perhaps assumptions) which were made by the e-retailer. These should be taken in to consideration by every technology leader in a custom