Engaging the evolved customer

Shoppers habits are evolving and their expectations are rising faster than many retailers can react. In the past the customer’s path to purchase was linear. Now this journey is dynamic and continuous. Customers no longer enter a channel. Instead, they are continuously in the channel.

As long as consumers are in arm’s length of a smartphone, tablet or PC, they are able to participate in any and all components of the channels at the time and place of their choosing. Consumers also move seamlessly between various channel components, both online and physical.

This shift in consumer habits and expectations affects both business-to-business and business-to-consumer relationships, and has strategic implications, not just for marketing activities such as advertising and promotion but also for sales, service and every other function of the channel.

Two of the largest challenges for retailers are how to create a single view of the customer across the channel and how to create better customer experiences.

Traditional campaign management does not account for the real time customer interactions. To create a lasting competitive advantage, retailers must have an omni-channel customer experience strategy. The quality of a customer’s interaction across all channel touch points is more critical than ever in marketing and advertising today.

Optimizing the real-time interaction between the customer, the product and the retailer; delivering the right message, offer, product, recommendation at the right time via the right channel to the individual; all in real-time, is critical.

As customers interact with organizations across physical, digital, and social channels, it is imperative to not only collect behavioral data, but to accurately identify individuals in all touch-points of the channel, and to generate a holistic view of the customer and their circle of influence.

Through value-driven strategies, Wipro helps retailers do business better by operating seamlessly across channels to create delightful experiences for customers.

About the Author

Hari Shetty is part of the senior leadership team at Wipro and heads the Retail vertical across the globe. As head of Retail, he is responsible for strategy and execution of Wipro's business plan within the industry segment. Hari has been part of the Retail vertical since its inception and today Wipro is among the top 7 Retail technology service providers across the globe and provides services to 10 out of the top 20 retailers.

Hari has over 20 years of consulting experience in the industry. His experience spans across multiple functions in retail and he has worked with some of the best-in-class retailers on cross channel strategy, business transformation, simplification, predictive analytics, and technology transformation. Prior to his current role, he was responsible for technology and architecture in Retail and Consumer Goods industry groups.

Hari has multi-disciplinary background in technology, management, finance and law.

He is an evangelist on multi-channel retailing and strongly believes social media and a connected customer experience will change the face of retail.

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