Despite online selling being around for almost 20 years now and the internet reaching 2 billion plus people, online sales still account for less than 15% of global sales. In India there are 2 concepts which e-commerce & app players are trying: 1) discounting and 2) Cashback. In order to enjoy such benefits, consumers often do showrooming, where a consumer visits the brick & mortar retailer, experiences the product and then buys online to enjoy discounts and cashback. The programs run by brands to promote the e-commerce channel have fallen flat due to wrong strategy of execution. The sales representative at a brand store is the key driver of cannibalising the sale by letting consumer re route through an e-commerce channel where brand is offering a discount. I wrote last year on similar topic, have a look.