 Topic for the next panel discussion will be creating meaningful consumer connections and delivering omni channel experiences The session will be chaired by Praveen Ramachandra head of South India, Kantar I'll request him to Be ready with the other panelists and also the panel members now we have Abhinav Vardhev senior director marketing rupeak Please put your hands together Ashish Mishra executive vice president marketing echo My client mujhe hi milte events me milte. I don't find them anywhere else, but Karthikeya Bhandari chief marketing officer live space We'll also be joined by P. Madhavan executive vice president sales and marketing TV s Sri Chakra limited and Also, we have Vanda for our head of marketing fresh to home foods My world, okay. I'm sir feelings. We'll engage Okay, you can hear me all right at the back Yeah, so thank you for the introductions and it's great to have an esteemed panel today for this discussion just before lunch So hopefully you have to we have a good Engagement just before we get on break for the lunch So the topic here today that we are talking about is in terms of omni channel experiences and how can we provide consumers with meaningful connections throughout this experience throughout the consumer journey experience and I'd like to start off with what has happened over the last couple of years, which is obviously with the pandemic and lockdowns the Consumer behavior itself has changed dramatically and it has forced all of you marketers to sort of adapt and Very quickly at that in terms of how you can reach out to the consumer and how can make it as very seamless experience for them Starting with that, so let me start with that And I think I'd like to ask you a question in terms of what does omni channel mean for each of your brands and we'll go one by one But we'd like to start off by asking How has the pandemic changed it over the last couple of years in terms of what it means to provide an omni channel experience? For consumers and that would be the first part of the agenda for the discussion today The second and third parts what I'd like to get on is then focus on brand building and communication Specifically, how do you build a brand in this in this in this omni channel strategy? Then moving on to the role of technology and innovation and how it aids it and finally your views We'll sign off with your views in terms of what it means for the future So that's broken into four parts and that's how I'd like to divide the agenda for today Let me start off with maybe the fintech brands Ashish you'd like to go first and try and answer that in terms of how has the pandemic changed? Business for you over the last couple of years What have been the challenges in terms of sticking to a non-channel strategy for your brand? Thank you. Can you guys hear me? Yeah, hi. Thank you so much for coming First of all, I think pandemic we are a D2C brand. We were always online and I'm the big change lot of consumer habits people were more willing to shop online and try new things so We'd be definitely benefited from the change in behavior and and That's that's what we have Noticed over the last couple of years for us as an online brand right on the channel for me is Is is is providing the same experience that the consumer gets when they buy us and Also the same experience when they comes to you know, let's say a claim or you know renewal So for if you I'm setting large expectations when you're buying me and with the with the Ease of which we are buying us. I have to deliver the same experience when it comes to On the offline version. So that's that's for us is a great Benchmark metric to keep track of So did you feel that it had to change over the last couple of years Arshish in any way or You feel it was just business as usual during the during the lockdowns Oh, of course The first wave of covid I mean it did impact Car insurance was not my top of mind a lot of people at that point of time. But yeah, I think We we We saw a surge post the first wave This might be a longer longer we are in for a long haul So yeah, I mean it did affect us, but I'm glad to say the worst is over and it's back behind us Thank you. Thank you, Ashish going on to Abhinav Rupik very different business that you're in in terms of gold loans and How did how does this work for you right now and how what were the challenges you faced over the last couple of years? I Think first of all, we are also an online first brand. So in fact, I should say we only found tailwind Because gold doesn't as it does also tends to do well in tough times So we found a lot of tailwind during the pandemic year as far as omni channel is concerned I think we always wanted to because gold is so precious for Indian families. It has a lot of emotion value People always wanted their goal to be close to them So being a digital first brand, you know, we had to marry that with being close to them So had to choose our marketing pipes media pipes the kind of product features we have in terms of fulfilling demand to the customer the kind of Tech stack that we've built to cater to those needs all of them had to keep this You know my RRR mantra in mind not the movie but real resonant and relevant for the consumer So that's how we think about it One day if I can just move over to you and ask you over the last couple of years What were the challenges? How did you overcome that? In terms of an omni channel strategy for fresh to home Thank you. I think the first part of your question was What is omni channel approach? So I think the textbook definition of omni channel is the strategy of lead generation and user engagement a company does for its products and services Across platforms devices and channels. I think that's a very very important thing to know Especially for fresh to home. So fresh to home is the world's largest vertically integrated meat and seafood company We go to 180 cities in India and the Middle East and we are in the business of fresh and not frozen So all this is actually a huge logistics Challenge for multiple reasons because yes meat seafood comes from different coasts We go to 300 coasts across the country from Andaman's to Gujarat So imagine the logistics nightmare there the consumers also are different because how a Bengali Malayali Punjabi eats Is very very different and now there is also the channels which you have to go and you know Fulfill from these consumers and I think the pandemic has actually thrown up a lot of interesting Opportunities I would actually say while Ashish did mention that They are an online brand and they were already present I think the fresh to home what really worked is we saw huge influx of consumers coming to us We were already online but in terms of channels, right? We took retail very very strongly and we had to open retail stores So in terms of where we sell we have our own platforms our app our website We sell on channel partners like Danzo Swiggy, etc But retail was the biggest for a which we actually had to make because in terms of a category meat and seafood is Very touch and feel so the pandemic brought a huge exodus of people To our platforms which we could also fulfill but retention was very important and therefore for us coping the next million we saw Retail as a channel opening up really really a big way and the challenge also was across all these channels, right? How do we provide a seamless experience? How do we tell the consumers about the product? So that's an endeavor. We it's a continuous process and In a nutshell, this is what we actually went through great. Thank you for sharing. Yeah Let me move on to Karthik and after that slightly different businesses in furniture and then tires Compared to the online first brands that we have spoken about already. So Karthik, do you want to go first? Yeah, how did how did live space and furniture as a business overcome all the channels? I'll make a slight correction. Yeah, I Think we're more than furniture. So let's face is in home interior and renovation, right? That's what that's what we do and the It was an interesting dichotomy during the the Kobe time period. So obviously It's it's a digital first brand in the sense that It was thought through most of her demand comes through digitally But the consumer journey is such that you have to have a physical presence as well, right? It's like like when I said it for us as well. It's a touch and feel business You want to see the materials the swatches the samples Without that, it's a it's a it's a reasonably high Ticket size purchase people are unwilling to just go out on a limb pen and make a decision without seeing certain things so What was interesting such run? This is the dichotomy. What was interesting for us was that? obviously physical interaction was limited at least in the initial phases, but because people were spending so much time at their homes The man was also sorting because people felt the requirement that the homes need to be a lot more than what they were doing Beyond that, right? They need to have Multiplicity of rules needed need to double up as either a gym or a workstation They need to be or sort of, you know Oasis of calm and quiet. So I think that Realization really helped us from a perspective of people wanted to do more with their homes And since that's the that's the area we play and it was it was it was very encouraging to see that so it did help us Once the you know the the restrictions and the limitations were removed. We saw Quite a big spike in terms of people coming to us in terms of the journey. I think like I mentioned briefly I think it's we're always an omnichannel player. There is no other option. You start you can you can start digitally through you know social media or Google or whatever or you can walk into our centers We work with partners. We have a huge referral program as well where people who've worked with us in the past they refer us to others But all of them need converge at some point of time at the experience centers. So I think that's the journey So yeah, it's a it's a it's a very very hugely important aspect of our business and You know pre-pandemic we were in eight to ten cities now we're in about 34. So Yeah, that's how it's operated. Yeah Thank you for sharing that I think it's a great example of how to turn a challenge into an opportunity in terms of during the lockdowns How you manage to do that? Other one if I can move over to you and I'll ask you to share your experiences in terms of how we all came the challenges Thanks for coming in last always is a problem, right? I mean most of the points that you thought of have been spoken of I'll start with you next. Yes I'm happy my name Because as middle-of-the-class neither I work with the TV is Euro grip holding companies chakra. We are in the tires business. I take care of the global sales and marketing effort for them It's a different category all together, right? So most of my my purchase happens We call it grudge purchase. It's never a happy moment when you're buying a tire in the middle of the road. You're stuck You grind heat dust and you're rushing and that's when something fails So it's first it's not an option going with one channel is it from the physical channel point of view one channel is not an option at all So we have to be present. So that's a first problem second or first challenge problem is the bad word Second is the diversity in the demographics that we deal with right the consumers between 1819 till about 1670 I mean everybody who's wants to be independent is riding a two-wheeler now all of them consume media differently and I can't take I mean millenials absolutely shunt television and Print I don't know whether they also aware that there is something called print there and Outdoors a reminder medium. It's not the mainstream brand-building medium the challenges for us are Enormous there. So we need to see who we are talking to how do we reach them the digital side? How do we reach the 18 to 30 32 year olds? How do we reach them then the 30 to 45 50 or 60 differently? So the for us it's it's we have to be there everywhere one how did go with impact the physical channels? Yes The plate changed dramatically the salesman weren't going into the shops picking up orders The retailers didn't know how to reach place orders and get it in time So we we had started work on Introducing an area application for retailer to download in their mobile and then start placing order We thought this is not in the world Category therefore they may not accept it easily No one behold in about three months time for 20,000 retailers downloaded allowed us to down push it in they downloaded started placing order at point peak of cool it 20% of my business came from The application there so they were willing to accept the channel there and Also, India Inc at that time was Also not jumping and buying new vehicles. So the older one had to be refurbished Repair so we were one of those who benefited when that happened in every misery. There's an opportunity also sadly But truthfully yes, that's what I believe we took advantage. We saw 20 30% increase in business during that period Thank you for sharing that and I think I'll start the next round with you So you did a very You had a great task in terms of building the Euro group brand and differentiating that from TBS over the last couple of years And that's a journey you started. We were just speaking about it a couple of years back two three years back One of the things that we have seen at Cantor is how it's important to build a very Meaningful and different brand in order for your brand to grow equity in the long term So given this current situation where you consumers are having journeys, which are completely on the channel I'd like to get start your thought start with you and ask you What are your thoughts in terms of building a very meaningful and different brand in this on the channel world? That's part one and the second part of the question is on the communication that goes along with it in terms of Having a very clear and consistent communication across very different touch points that you have to reach the consumer with During this during this particular time So love to get your thoughts start with you and then one ask all the others as well in terms of how you manage to do that What are the challenges? Go ahead first. Yeah foot in the mouth. This is Right brand is about two two and a half years old now Just as we launched Eurogrip COVID came down under six months COVID happened So we just put in a lot of money then as we're about to read the benefits We saw markets going down business going down shut completely, right? But what the tenants were very clear what we want to work on what we believed were way clear So we continued on that part to be different for the sake of being different at the most dangerous thing there We picked for a regular consumer. It's black round But what what all it does? How does it? I mean, it's it's the only thing that keeps them safe between the road and various sitting now We we have to educate him saying if this is these are the kinds of roads that you travel on this is the kind of tires that you need and Purpose needs to be clear. You can't sell an off-roader to a person who is Who's riding in the cities and likewise somebody who's a mixed road user cannot have a sporty tire there So the purpose will not be served and he's going to be in the end unhappy with the product and not on the decision That was taken so one thing that we did is performance and Second educate the customer tell him what what does he want even our website if you go we ask him What a few questions before we recommend saying this is what is right for you Where do you ride? Are you is it a monsoon heavy region the kind of roads the terrains that you traverse? These are very important. So what we did with Eurogrip was that build a meaningful journey for the customer also alongside and in the process build the brand now The other thing that we did was we opened our own R&D center in Milan in Italy So we had people experienced people joining in now the designs are Mead in Europe keeping Indian conditions rest of the week sport about 85 countries Keeping in mind the requirements elsewhere design happens there Manufacturing happens in India Tested sent back to Italy and Japan for testing different conditions And then it of course tested in India too and then sold all over the globe So this is another change that we bring in that also goes to say that look This is a truly international brand with all the goodness of what we what the rest of the world is saying built into it Rest of it. I told you how post pandemic how we managed to push this Long and we've seen a massive traction We are market leaders in the OE space and not very far away from that position in the replacement market Ashish, do you want to take it? I mean you've done a great brand-building exercise over the last couple of years with some very clutter-breaking communication as well So I think So this is a very interesting category right in the I think in the hierarchy of insurance People are least interested in car and bike insurance. I had your problem There's a life and medical and and so no matter how much I think I want my consumer to really think about Car insurance, they don't think about car insurance Right, so I have to and it is a category Like thankfully it is the status quo was so bad that it was easy for us to come in and and completely disrupted, right? The way you buy and because we are a D2C company, right? So everything that we say we pass on to the consumer, right? So that's why the prices are low, but one learning is no matter how much you Stand on the rooftop and try and tell people that please pay attention to this. They are not going to pay They're more interested in the car than the insurance and Then we and when it came to communication, right? So we also had this hypothesis saying a car insurance customer will never be happy Because if he pays premium and then nothing happens So so and if he gets a claim then he's also upset. So don't know the reason I was never so We had to make sure that your experience into the echo when you're buying or if you Unfortunately, if you have an accident has to be so far superior that you know, you'll you'll You'll be you'll stick to the brand And we're happy to share that you know 75% of customers are in you with us we and the one that Three out of four renew one that goes is probably going to go buy a new car and that's a whole new story Don't want to go there. So yeah, and when it came to communication, we tried telling people zero commission zero commission zero commission Now unfortunately, like, you know, if you go rent a house You pay the landlord and you pay the broker. So in your head It is very clear that I'm paying two people. Whereas when it came to car insurance your insurance was bundled The commission is bundled into the insurance. So consumers never realized. I don't pay any So then we had to pivot to saying how much do you save actually and that was interesting and I'll be our agency's really helped us to create clutter-breaking communication because it's a boring If I do not Intertain you right then you're not gonna pay attention Thank you for sharing that story. Yeah, yeah Let me move on to Manda and Karthik I think because your categories to operate in there's a significant unorganized market as we were speaking before the before this discussion so Do you like to share your thoughts in terms of how? Difficult it is to build a brand in this context of an unorganized sector And how do you make it very different and meaningful for the consumer in the process one that you want to go first I'll keep it short else. It's my entire marketing strategy of like 200 slides But yes, the meat and seafood The meat and seafood category actually is a vast category It's really huge because obviously meat and seafood cost much more than tomatoes and potatoes So it's a huge category a lot of investor interest and you know 95% is unorganized and We've been buying chicken or fish from the neighborhood chicken store or you know from the wet market for forever It's so what we're trying to do is affect a habit change And I think the hallmark of every strong brand is to find the role in the life of the consumer and every strong brand actually Is very clear. So I think we Started this journey well where we understood, you know build on the proposition What we stood for and also the identity in today's time in age, you know, how expensive media is right? So having me to communication or the look-in feel which is very similar to Competition really results in a lot of wastage misattribution, etc in every dollar is so precious. So and this is not a You know sure short once done exercise you get better at this over time So we did this start we worked on the proposition. We realized what are the key challenges? What are the barriers to this category worked on that came up with very strong proposition Look-in feel also of fresh to home is very different from competition. There is purple. There is green. It's all about freshness So the number one, you know Attribute which consumers want to buy meat and seafood is freshness and thankfully that was in our name and We realized that we own source also because we have the largest logistic network of Trucks of boats of you know getting the entire thing to consumers. So we worked on that and And So our different communications of what we did campaigns over time is we are fresh or we are free to instill credibility Getting a national celebrity like Ranveer Singh where he actually says You know that we don't fresh to home doesn't take any shortcuts So without putting anyone down. They said there are temptations galore of doing all the bad things putting formal in ammonia Hormones antibiotics, right? So did a flip and saying that there's a lot of temptation out there But we do the right thing if you actually just spoke about saying that you know this meet-and-see food has no antibiotics hormones That is stable stakes that everybody actually says that but the way the communication came out the celebrity Which actually drove the communication? I think that worked really really well for the brand Metrics did really well and I think over a period of time A biggest success is how we actually get consumers to buy meet-and-see food online, which is safer fresher So very similar to what one has said we the chunk the largest chunk of You know Sort of competition would be unorganized be a local contractor or carpenter and it's a it's a it's a very funny business For instance, it's highly involved It's a high ticket price But it's non-standardized and It's non-transparent like What's the price of this nobody knows it could be one like it would be ten thousand, right? So obviously, I mean the place to start in anything is you know, is there a customer need that you can? Solve and can you solve it better than what's the contemporary solution out there? So I mean there's a clear requirement for convenience end-to-end solution transparency good design good quality all those things that are extremely important especially for a purchase that you would do maybe Twice in your life twice in your life depending I mean average cycles of renovation about eight to twelve years. Yeah so I Mean, it's a very thought-through thing. I mean, it's a very very highly considered set so I think one so there was a huge element of first understanding the category and then like Was mentioned earlier. I think we also had a huge role in education Like why should you even do this? So what's what's the big deal? And it was challenging because a lot of people initially think that space is furniture But it's actually a full-home Solution provider right it's end-to-end modular kitchen, you know everything the whole you get a Bear shell home and we convert it for you know for you to live in So I think once that understanding was there. I think the next thing was trying to understand You know, how do you find an insight which is? You know, it's relevant and build on that and then make the communication as Engaging and entertainment as entertaining as possible, especially if it's a funnel right because frankly nobody's interested in what brands have to say They just this is so much going on their lives. They want they want something which brings a smile Something that makes them, you know, just relate to you know Oh, this could have been done with somebody else and stuff like that and just trying to make it more memorable I think I think I was in a great job at that so I think that's why I mean you would remember that right I think so I think the intent was to get there and You know Early days for us. We're still a young brand So I think it's working fairly well, and we'll continue to invest in that perspective I think the only change from an omni-channel perspective is because you have to make sure that your messaging Is full funnel? Yeah, so you will probably as you go towards the bottom For the funnel trying to make it a bit more sharper a bit more rational a bit more functional call out the CTA is irrespective of the channel But to do that with the with the with the with the messaging that is consistent Irrespective of which funnel you're at right so the so the the levers and the sort of the the proposition that you're pitching doesn't change You just gets more specific in detail as you go down fun. So yeah, I think that's And if I can just ask you how difficult is that how difficult is to keep that as a consistent message? I think for a young brand, which is I think it's it's Maybe you can speak more about that It's it's it's like how many nodes do you have right the more nodes you have the more complex it gets the lesser nodes You have the it's a little bit easier for a brand which is which is us which is fairly young I think it's manageable, but I do see it becoming a challenge as you grow larger where there are more layers There are more people there more vendors more agencies More decentralization So it gets a little bit challenged So it's good to have a have a marketing playbook or a defined template to the best extent that you have Also in our case there is an element of technology and people so technology can be codified But people have to be trained and SOP driven. So yeah, it's a bit of both For a young brand, I think you should just try try what what works we we don't have the playbook and I know most people will kill me, but don't worry about your brand purpose for the first two three years You are still trying to figure out you're trying to prove proof of concept And then you get obsessed with you know this unless you're you founded like you know like petagonia You know you're founded with a particular purpose. That's great. Otherwise, we you know This is a sixth year of ACO and we have now just arrived in a brand position And that was done only because you said okay now is the time that you know, we are branching out into other Absolutely, no I think it throws the usual 70 2010 rule out of the window and you got to try a lot more than just the 10% No, thank you I mean let me come to you a Very different category in terms of gold loans and you had to deal with an established player like Muthout as well So love to share your thoughts on How do you how do you build a meaningful brand? How are you building? How are you going about it right now? I wouldn't say all the all of it is planned I wouldn't say that as he said, you know a lot of it is trial and error But I think I can share a few things which help does do this one of it is I think pretty obvious, but We need to truly mean it when we say when we put consumer at the heart of it There are some things that the consumer does does not say, you know says but does not mean it So you need to decode all of that. I'll give an example. So when we started repeat right when we were doing doorstep gold owns We were thinking cost is our advantage because doorstep allows us to operate at a lower OPEX and Cost is our advantage and doorstep is something that the customer has to put up with We didn't know that customers would love it But as we work through and when we and we sold it like that for first two years And when as we work through we spoke to the consumers We asked them why did you you know take it from repeat? They were saying that because of doorstep is why I have taken it from repeat and then when we decoded when we you know Coexisted with them for some time. We understood that these people are mostly first-time borrowers of gold on a light Use of gold on who feel very uncomfortable going out and taking gold owns from the market. So it's a social stigma which is Playing on their minds and they feel very warm and comfortable taking these at the at their homes So I think I don't know if it could have been done very more quicker in terms of the journey But these things are very compounding in terms of as you discover them Then you make your brand more differentiated and meaningful at the same time because nobody has thought about it earlier So one of the lines that somebody said and stuck with me is how do we breathe in more energy into this category which has you know so far been a category which is viewed in a little bit of a Regressive light not in such a happy manner. How do we be the apple of gold owns? How do the Nike of gold owns for example? So That's that has been our journey so far A great example of how a brand has managed to do that in terms of getting an omni-standard strategy going For a category like gold ones. Thank you I think we About 15 minutes a couple of other points which I don't know if you any of you attended the Talk by Divya today morning from Denso and one of the things she said is from how it was 10 years back in a communication Context it was driven entirely by brands. It was a brand-led communication There was absolutely no opportunity for the consumer. It was a monologue to how it is today Where it is completely consumer led in terms of the communication whether you talk about search or social Reviews that they look at influences whom they follow So it's a completely different world in terms of communications currently as we stand So, how do you how do you go about in a in this current context in from a communication perspective? Where you have so many different touch points Would you like to talk about how you how you sort of touch upon how you sort of make sure that the Communication really resonates with the audience and that you are giving control to the the consumer And making sure you're listening to them. So anyone anyone like to go for that We've been waiting for this change to happen It's not that it's happened over the last two three years, right? A lot of it started about 10-12 years ago I don't even want to go back 30-40 years back Let's say in doing my younger days when we go out to restaurant with family. What did we do? We placed an order The order gets served. What did you do next? The food came and you ate Right, very simple today go to a restaurant. I have a 25-year-old boy and a 19-year-old girl If you by chance go out together, that's a rarity if they agree to come in what happens We go to a restaurant. We order food the food comes. What happens next? You can't eat you have to wait for it to be photographed put outside to the world The world has to respond then you decide whether you have to eat till then you can't even touch over hungry You are the entire landscape has changed right the thinking has changed But it's been brewing for a while and it's just it's getting stuck just now What I mean why I said is the animal that you're dealing with is completely different. I know in a nicer way I'm saying this so how do we communicate now They wanted to be personalized everybody wants to be spoken to personally that's even more challenging it It's not anymore the one one message to all does not work One thing that we did last year after tying up with CSK's, okay We have CSK got great, but how do we use them well to make sure that? This what what we want to communicate reaches the the last mile well So we picked up trade to see if can we do something differently so the What came in handy was a personalized which is the we say I guys did a grant a great job for us Ravinder Jadeja going and mouthing can't please also did a good job of them outing every shopkeeper's name as if it's their own personal ad that we had pulled out and saying if you want for your tire needs go to so-and-so tires and Pretty expensive affair, but what happened was the traction that we got is enormous phenomenal traction we got and the retailers also happy that their shop is being advertised by a list a celebrity and He was in turn sharing it happily and then supporting the brand to times have changed. You have to think completely differently there I'd like to touch upon two points the first one is There are numerous channels out there and we as marketeers, right? We have to be out there on different channels, but what do you see? I think it's very very important to understand. What is your brand? What do you stand for and then not be tempted by channels first? So first comes who are you? What is the life in a what is your role in a consumer's life? Because there are you know temptations galore. I'll give you an example is We stand for freshness fresh meat and seafood etc. Etc. PL is about sport and if you do freshness, okay, what is the relevance of it? It's not a deodorant. It's not a third squencher because a lot of contextual communication also which you have to do So you also fall into a trap then then you say, okay fine. Maybe I can be a protein partner something So there are lots of times when you actually have to make those choices of what you stand for and Not given to the temptation that you know, there are so many other things out there and you know live into that So I'll give you an example also that One of the channels also social media, there are influencers, etc. So we always go You know with these vanity metrics of you know likes shares and it also becomes your brand Place second fiddle to what the influencer is so while it's important to select the right influencer but if you're paying for an activity and You know the tonality or what the influencer is saying doesn't accrue to your brand Then it's actually lost dollars So it's very important first to know what you stand as a brand make those choices because you know Our eyes very very important moments are fleeting. It'll be viral. It'll go But does it accrue to you does it build equity does it build top of the mind salient? So you have to make those choices The second point I wanted to raise is you know gone with the days like when I started 15 years back It was FNCG marketing it was you know top-down approach where you were speaking to consumers Nowadays you're present on so many channels out there. It's far more interactive people can speak to you interact with you Right, you have to be open there You know to listen to them to address what they want. So it's far more Being out there speaking to consumers, especially as a small brand you have the capability of going directly to consumers listening to them Understanding them. I'll give you an example so many consumers, right? So why are we going to 180 cities in India? Most of our business comes from metros metros people? You know they seek convenience many of them are youngsters who are living away from home They don't want to cook meat and seafood. They don't know how so they'll reach out to you on say social or You know, how do I make this? What do I do? Is this meat? Okay? How do I buy me so it's very important that you're out there? You build a team who actually addresses that and you know on boards them really well So they stick to you for a longer period of time gone with the days where I would make One TV campaign in a year and it would be say, okay, this is my brand. It's awesome. Blah blah blah blah Now you have to be far more You have to listen to them far more interactive so times are changing actually and you have to adapt your marketing and communication strategies to that So I look at it very simple and I'm sure most of my fellow Marketing is as simple as it want to be you want me to make it or as complicated as you want to make it You know that people get obsessed with the tools you get right and every and and Google keeps scaring you every three months Right. I'm learn something new. I I do I Fundamentally believe the consumers interact with every category now in the same way if I today have to get a And and let's say live space, right? Let's face contacted us because we have a house that is getting ready and the contender six months ahead of us great They've already contacted us. You know, they they know that So being present where your consumers buying you so my journey is going to be I'm gonna ask hey I mean how do you know anybody? Yes, then I'm gonna go to social I'm gonna go to YouTube then I'm gonna watch reviews then I'm gonna read some blogs. It's the same interaction When it comes to car insurance, you'll also do you ask somebody you so for me It's very very simple is like wherever they are searching for you are looking for you. You need to be present there with the right message That's it So I think just taking on out taking off on that. I mean is do you feel the role of tech is being? Played right now, or do you feel there is a role for tech in terms of driving all the consumer experiences that are happening right now The use of tech and the use of tech data as opposed to getting creative messages across. Yeah, I Don't know about others, but I do believe that People are very so tech when it comes to targeting I think there is a lot of gray area there you know there is People will tell you that they're actually targeting the in market buyer for this and I am not sure To what level I can I can but there are some indicators. It's not completely But I the other way of looking at tech is I have personally found techies as the most obsessed with customer satisfaction and that is a great thing to have because a Techie who's designing a really doesn't want to put one extra button Do you know to me and they're obsessed with customer satisfaction? So it's great I think you had just sort of building off of that question. I think just taking back into the omnichannel context I think what technology helps you get is a one view of the customer. Yeah, so if you're investing in You know Salesforce or HubSpot, you'll at least be able to Connect the guy who's called your customer service with the guy who's called your pre-sales are done engaged with the chat board So I think it plays a role over there But it should not overpower the actual customer requirement, right? It's there to assist like all technologies That's the just to answer your question Maybe mother when I can I just ask you as well because you would have had a lot of legacy systems in place when it comes to tires How do you make the change and make sure that those legacy systems don't kind of bog you down when you move into an omnichannel world? Absolutely right we we were all painting the deck and was only one way right through That's changed that's for sure changed and I mean I while I say tire It's a round black thing the amount of technology Technology that is required and that's going into it. It's not funny First job is to keep you safe and then only the rest of the Frills there so how do we how do we use technology to communicate? How do we use technology to further the value that all we already we bring? That's it's a given there. So is it is it going to be Technology only going to be the way forward not necessary, but you'll use it as an enabler We've been doing that in the last year and a half to us quite a bit as you said the legacy systems are there You have to learn to quickly drop those and we are making all the effort to do that I mean I don't know if you're a 40 year old brand So there is a certain way that we've got used to living and we're living it differently now we can get into details But not to stretch this further. Thank you. Thank you for sharing that So I think we've got a few minutes the last question probably the most difficult one I'm going to ask you to look into the future and From an omnichannel perspective, what do you how do you see the consumer experience progressing over the next few years? How do you see that changing and what does the future hold? Any of you would like to take a look at that. I mean I somewhere I read about Few years back only seven percent of the people looked at three or four different touch points And not more today seven eight is common for a category like us Unlike his where it's high involvement high engagement zero literally next to nothing involvement and engagement still about five six Opportunities are looked at it. You're gonna live with this people are going to look at everything and then come back to where they are Comfortable, that's something which is gonna be there I think the bar is also sorry. Sorry. I think the bar is also super high now earlier He didn't have you know, you have to research about a brand As he said there are four or five areas where you would look at them Now you have to be present everywhere the reviews have to be good So you need to deliver that kind of experience to the customer So the bar for somebody to judge that you are the brand to go ahead with has become super high so I think we need the Industry needs to do a good enough job and generally up its standards to win customer these days I think Omni channel Strategy going forward will be for getting the channel and looking at the person who's buying your product your services Or using them right look at it as consumer first It's very easy for us to think of channel a bc retail, etc. But think of it, right? This is Vanda She wants to have Starbucks right and look at the brilliant way with Starbucks actually has revolutionized it so When we used to have loyalty cut remember those good old days We used to have a physical card and then used to go to lifestyle or cost the coffee and used to show it And who's to even keep that card now in Starbucks, right? If you have they are famed Program you can pay through it and you can top it up in any part of the world You can load your coins and if you're standing in line, right? And you actually want a frappuccino and you realize that you have less money you can load it up through any you can load it up through Through mobile through net banking anything you load up the car and the beauty of it is in real time It reflects so by the time you reach a barista you already knows and you can actually swipe it look at Disney They are Experiences so beautiful on there on their website, right? You can book an experience to go to Disney land You can book a ticket when you're there, right? You can buy a popcorn. You can it's so seamless, right? They don't look at you. Okay, you have come through retail or you have come through this and then if you have a problem You have to call customer care or your app doesn't supported your website. It's nothing like that It's a seamless experience of how you actually go and buy a thing And I think if tech enables this right and everything is seen from a consumer perspective And you make every channel actually fire to deliver stellar consumer experience. You're there It's not there right now, but I think eventually everything will move that way another brilliant Example is lens cut, right? They don't tell you okay You've come and bought from the app or you've come from you know the store They actually see that even if you're buying it on the app, right? You should not have an experience which is anything less than a store So imagine your face the contours of your face you try your lenses whether you want square You want round there's nothing lacking in that experience. So even when you go to the store They just pull up your and they see okay. This is your history. This is what you've bought in the past Okay, you want this solution. So it's so beautiful. It's seamless, right? So I think all businesses will actually have to move to this kind of experience Great example. Thank you. It depends on for me. It depends upon what kind of business you are So let's please needs to have a store because I will actually do want to go there Even if you have an immersive and Metaversely website, I would still want to come and see your see your product, right? Amazon there's no shot. There's no office of Amazon and we don't know consumers don't expect Amazon to have an office So sudden category it was very interesting 10 years or 11 years back when Apple launched a first store Right and it changed retail altogether. How you experience a product and come and spend time there, right? So I think which depends on which kind of business you are in and if the and then obviously Detects your distribution strategy and your channels Thank you. Thank you. I think we are pretty much close in time So maybe a few questions from the audience if we can give five more minutes We already laid okay, no questions. Yeah, I think you'll have to do it during the lunch break. Yeah But thank you everyone. Thank you gentlemen. Appreciate it. Thank you. Thank you wonder