Your next TV comes with an online-offline twist

Kolkata: Consumer electronics and appliance companies are now selling distinct versions of products like refrigerators and televisions online compared to those in physical stores. The strategy aims to address a long-standing conflict with brick-and-mortar retailers over deep discounts in e-commerce.

For instance, LG Electronics India provides a two-year warranty on televisions purchased through traditional channels, while online buyers receive only a one-year warranty. The company also offers different features for certain appliances based on the sales channel. Haier India, the third-largest manufacturer in India, offers premium refrigerators with water dispensers exclusively online, while store-bought models may feature glass doors or mirror finishes instead.

LG Electronics India's director Sanjay Chitkara explained that both online and offline models coexist with varied specifications and warranties. Similarly, Haier India's CEO Satish NS stated that this approach helps evade channel conflict, albeit at the cost of additional R&D expenses.

The shift towards online sales is evident, as e-commerce now accounts for 40-45% of television and microwave oven sales, and up to 22% for appliances such as air-conditioners and washing machines. Notably, Godrej Appliances offers models with varying capacities through online and offline channels. For example, they sell 500-litre refrigerators and 7-kg washing machines online, while store-based models offer 600-litre refrigerators and 8-kg washing machines. Energy ratings also differ across channels.

Hisense takes a unique approach by using plastic lids on washing machines sold online, contrasting with glass lids for offline models. Offline air-conditioners provide better filtration and Wi-Fi connectivity, appealing to value-conscious online buyers and higher-end shoppers who prefer in-store purchases.