New Delhi, Feb. 27 -- 60 per cent of brick-and-mortar retailers surveyed believe that improved access to technology can empower them to enhance their competitiveness in this evolving market, according PwC India report.

The influence of e-commerce and quick commerce is increasingly reshaping Indian retail, with 34 per cent of traditional retailers surveyed reporting negative impacts from online shopping.

Traditional retailers are adapting to such a transformational market change by offering credit options, free home delivery and personalised services, while also looking at omnichannel strategies to stay competitive.

However, our research shows that consumers want the best of both worlds--seamless digital convenience and the in-store exp...