Page 79 - Images Retail January 2018

THOUGHT LEADERSHIP

Ameesha Prabhu, Vikram Idnani, Jitender Verma, Kunal Mehta,
TRRAIN Reliance Retail Inox Leisure Ltd. Raymond Lifestyle Business
Chief Technology Offi cer various touchpoints – the STAFFING, PRODUCT it online and we should be
at Inox Leisure Ltd.; Kiran product, the assistant, ASSORTMENT& PRICING able to provide it to him at
Komatla, Head IT, Burger support staff , check-out Kiran Komatla, Head IT, his doorstep. If I can give my
King; Sukanto Aich, Director counter. “A lot of physical Burger King said that in consumers these things, they
and Head of Professional interaction points are getting the restaurant business, will come back to my website
Sales, Philips Lighting; digitized. Th e customer can the touchpoint with the and to my store.”
Vikram Idnani, Head use digital touchpoints to see customer was not even two He said the way to do this
IT, Reliance Retail; Anil where products are placed, minutes. “We have to check was to look at information
Menon,Head IT at Trent what sizes and colours are out more than 1000-2000 through a bar code. Th e
Hypermarket Ltd; Sandeep available and get information customers in the worst of scanned bar code can give
Mistry,Head IT, Aditya Birla about the fabric, design and scenarios, so if you are unable you a lot of information about
Fashion and Retail Ltd; Kunal stitching along with other to communicate everything a consumer – what he likes to
Mehta, Head IT, Raymond parameters of the product about your product to the buy and how often he buys it.
Lifestyle Business. Th e etc. Retailers should improve customer, you’ve lost the “Th e other important factor
roundtable was moderated digital interaction, without game even if you have a to keep in mind is pricing.
by Ameesha Prabhu, CEO, losing the personal touch.” fantastic product and a Prices vary as per competitors
TRRAIN. Jitender Verma, Chief great digital experience,” he and rivals in our industry. I
Ameesha Prabhu, CEO, Technology Offi cer at Inox explained. need to make sure that when
TRRAIN, kickstarted the Leisure Ltd. agreed saying According to him, a consumer leaves my store,
discussion by saying that the that although it was great employees must know he should have the best
idea of the dialog was to fi gure that retail touchpoints were everything about the and the most of everything
out what a customer needed being digitised, retailers still product because customers possible in his budget. Th at’s
in-store, how should physical needed to tap into consumer in India have a ‘suggest to the secret to successful pricing
retailers enhance consumer information, connect with a us’ mentality and hence, and to keep consumers rolling
experience in the age of customer in-store, clone their staff training was extremely in,” he stated.
e-commerce, Omnichannel mobile phones to know their important, albeit a tough
and the online marketplace. browser history and more. task because of geography, LIGHTING UP A STORE:
She said the focus of the “Let the customer be self- cultural diff erences and IS THIS IMPORTANT
debate should be on how enabled. Shift power into his diff erences in food habits. ENOUGH?
in-store customer experience hands, but ensure that you Anil Menon,Head IT at Sukanto Aich, Director and
was going to be the diff erence tap all information for a better Trent Hypermarket Ltd Head of Professional Sales,
that would make a retailer experience.” shared his experiences saying Philips Lighting said, “We
– his stores and his brand – Kunal Mehta, Head IT, that the Millennial consumer are serving the B2B customer
stand out. Raymond Lifestyle Business was very well-informed and and who is extremely well
said that he believed today’s health conscious. “Th ey connected on his mobile
PERSONALISATION, consumer had evolved buy things which they have phone. Today, this Millennial
DIGITISATION & tremendously. “Today’s read up on, which they think customer has the shopping
CUSTOMER CONNECT consumer wants information will have health benefi ts. list on his phone. To peek
Vikram Idnani, Head IT, and hence we have to train Th is is the kind of customer into the shopper’s mind LuLu
Reliance Retail, said when our retail staff accordingly. information I want at my mall in Kochi has developed
a customer walked into a For eg: an employee should fi ngertips, so I can tap into an app for us. If you have
store, s/he typically didn’t be able to scan a bar code it and give them the best this app, you walk into LuLu
know whether they were and give the consumer the experience possible – online mall and you search for a
there to buy something or entire history of a particular or offl ine. Also, if a consumer product, our intelligent lights
just browse. Once they enter product,” he stated. can’t fi nd something in store, will quickly pick up that you
the store, they encounter he should be able to order are looking for that product

JANUARY 2018 | IMAGES RETAIL | 79