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‘The shift is from store-centric to people-centric’

By Mohit Manghani | March 02, 2020

In a special chat with Retail4Growth, Haresh Nayak -Group MD, Posterscope - South Asia, shares some emerging technologies that are shaping customer experience and the need to redefine shopper marketing.

Haresh Nayak, Group MD, Posterscope - South Asia To begin with, do you think shopper marketing needs to be redefined?

India is a very complex market in an increasingly pressurised environment. With modern and traditional formats to continue parallelly, geographical reach and implementing strategies across markets and formats will remain challenging. The shift in the marketplace from store-centric programs to people-centric programs is underway, and successful future shopper marketing efforts may soon be defined by the speed with which marketers reach and influence individual consumers

What are the key factors that will drive efficiency and effectiveness into the future of this business?

Automate retailIndia buys 95% through its Brick-and-mortar stores. The complexities of markets, types of stores, geographies, etc bring about the challenge of maintaining brand hygiene and consistency. We often see damaged and poorly maintained branding due to the lack of control on complex physical elements. Thanks to technological innovations in the space, things have become far easy.

Data-driven retailThe challenge facing the industry is using data analytics to separate the news from the noise, choosing the right data sets to focus on when assessing market conditions and making decisions. With a combination of digital and physical data points available today, taking informed decisions across 19000+ pin codes across India, decision making has become more hyperlocal. Today the influx of data points in the shoppers marketing space is not only helping brands create omnichannel experience for shoppers, but also to leverage consumer understanding, store design, staffing, stock selection, and a lot more.

Omnichannel approachThe surge in e-commerce channels has resulted in consumers moving online, but many are also still visiting physical stores to touch, feel, and try products. So brands ought to follow their customers’ shopping habits and move to an omnichannel approach to provide an integrated customer experience.

Speaking of technology can you explain how the digital dashboard Hyperspace Connect works? Who are the customers? 

Hyperspace CONNECT is a single window dashboard that not only does store mapping on a location but also does audience profiling. It also does creative allocation, adaptation, MIS and helps retail budget allocation by stores, tracks activity online and monitors the progress.  The CONNECT platform has all India detailed information across 11000+ Pin-codes covering 9000+ cities and gives granular information across 128 parameters. It has 115 target group mapping using RCS data inputs and manages our empanelled 550+ vendors across its specialism. It has created a savings of 70% of time once implemented by the clients in their retail project management program.

 

Read the full interview in February 2020 Edition of Point-of-Purchase Magazine.

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