Retail major Shoppers Stop expects about 20 per cent of its revenues to have digital influence by 2020 as it ramps up efforts to move to an Omnichannel model.

Shoppers Stop, which has 80 outlets across the country, has earmarked about Rs. 60 crore for the digitisation of its stores that will offer facilities like contact-less payment as well as a more personalised shopping experience to customers.

“We started our journey in 2015 and have already started rolling out a lot of features that are aimed at enhancing customer experience… By 2020, we expect that 20 per cent of our revenues will have a digital influence from the current levels of about one per cent,” Shoppers Stop CIO Anil Shankar said.

Shankar said it is difficult to quantify contribution from digital revenues as everything today is ‘influenced by technology’ and cited the example of a user buying vouchers online but using them in a retail store.

He said it is well-established that companies with an omni-channel presence (online and offline) have better footfall than those with just physical presence.

For the quarter ended December 2016, Shoppers Stop posted over 12 per cent rise in total income at Rs. 1,011.19 crore from the corresponding quarter of last year.

The brand has undertaken a number of transformation activities and as a part of the process, it has partnered global networking giant Cisco to implement the latter’s wireless solution across Shoppers Stop stores in the country. With the Cisco solution, the retailer has also deployed guest Wi-Fi at its stores.

An interesting feature that Shoppers Stop has rolled out is allowing users to make contact-less payment using audio technology.

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