 Good evening everyone last session and not I hope to keep it on time Omnichannel as we speak is a great strategy We have consumers at the center whenever consumers are at the core of any strategic decision It always means significant quantum of positive outcomes Here is a here is a strategic intervention Strategic way of working where we're talking about that every consumer seamlessly will be engaged by brands with relevant pieces of content Crafted for every touch point and consistent enough every time when they engage with you Now because there's an angle of relevance. There's an angle of consistency. There's an angle of seamlessness It's imperative. It's an imperative that it's likely to have Significant effect when it comes to brand building when it comes to commercial outcomes some of the stats actually Portrays the same and if you see it's about shoppers coming back more number of times average build values being higher There's a lot of advocacy that keeps getting built But it comes to a channel we are working As well as propensity for a consumer to get retained and hence an angle of loyalty And that's with this entire spaghetti loop like consumer journeys When you are trying to engage with them at every touch point in the journey It's likely that you are going to build a stronger brand a lot more Brand love with the way that you are going to work But having said that as an FMCG brand not like a retailer who has an end-to-end view of the consumer But when you are an FMCG brand like ours, is it really an easy task when it comes to creating an only channel kind of a strategy It's great on a theory It's great to talk about it that it creates a lot of effect a lot of impact a lot of efficiency in the way You're working and so on, but is it really really easy way of dealing with it? So if you look at the entire consumer journey today, and I was talking about the spaghetti loop kind of a consumer journey There is enormous number of journey pieces that we are aware of today that keeps happening But keep to the ability to really create a impact and being able to attribute each of these Investments that you do the engagements that you do with your consumers is not really very easy especially when there are broken links As a brand owner you have an ability to influence and also Harness information data to influence further is not always Seamless as the word only channel talks about it talks about being a seamless consumer journey So at ITC we have actually imbibed the concept of only channel in various places We have looked at from only channel way of inciting We have looked at it from consumer care and consumer interaction perspective of course commerce and Content and brand building. I'll be touching upon a few aspects today in our discussion to begin with is All about inciting now if I don't understand the consumers Of course this entire consumer journey the only channel conversations that we are having is futile So other than the overall traditional way of understanding consumers, there are a plethora of streams of Information that are coming into any organization for it for that matter for any brand It's about how do we synthesize that and how do we utilize that further in order to take those real? important decisions in order to impact the consumer and hence your business through the journey So just to exemplify that if you look at it, I just put down some six or seven such Sources if you look at towards your left Those are the kind of set up your own digital assets your own D2C's So they're all internal data sets very very structured Consumer ID led BII data led and so on and so forth if you look at the third and the fourth bucket They're quite so it's crawler based data You are engaging with organizations who are being able to service your requirements in terms of purchase Chances journeys on different e-commerce platforms that are happening and I'm saying end-to-end consumer journeys that are happening on various e-commerce platforms But the external data sets extremely unstructured aggregated form of informations and data sets Whereas you look at the last three they're both online as well as offline data sets again Extremely unstructured the social conversations all of us probably are now listening to consumers on social platforms At a day basis at the our basis to understand and take decisions But most of these again become very aggregated and unstructured So the question is that if is this really an only channel way of understanding consumers? We have multitude of sources coming to you, but really is it an only channel way of understanding So what happens at our case is that you build insights many of these insights gets validated revalidated Find tuned when you marry all of these for example You will probably see that average consumption of sugar is going down per household per month That's a purchase panel data You will look at and see from e-commerce data that are there certain categories in which zero sugar no sugar no added sugar Formats are growing or not. You will listen to consumers for social listening and see what are they talking about from a diabetes standpoint Is it a life stage or is it cutting across life stage where this is happening? So you validate few things for example is jaggery really growing and then you will marry them to see that what kind of new product development Are you going to embark upon what kind of content strategy are going to embark upon and so on and so forth? So yes, it is becoming a singular place through multitude of touch points But still not truly an only channel way of inside it. It's a it's a really difficult task to do that But having said that let's look at these three buckets commerce The content ecosystem And of course when you're doing all of that you need to look at personalization at scale So we'll first marry commerce and personalization and then content and personalization and take two examples to exemplify From an only channel perspective as an fxg brand. How do you want to take this and how we are taking this forward? So the first one when you look at it It's commercial personalization and I DC store is an example here to accept to explain this point of view So when you look at IDC store, which is a D2C platform that we have There are multitude of touch points for it Of course, you have your own website, which is your IDC store. I am you have IDC store as a seller or no IDC today You have IDC store as a seller on your 3p platforms like Amazon and Flipkart You have IDC store as an extension out from your brand site. So Narsheba or or a bingo or Or learn a peak will have extended out Towards IDC store and then as as situations prevail, you will also have a physical touch point like IDC store on wheels Now all these data set all these Touchpoints for a shopper With respect to IDC and its brands would send enough number of signals Which we would harness. Let's say that out middle ring that you're calling as customer need a half and You will reutilize these in order to achieve your acquisitions retention experience Engaging your consumers and even to the extent of building loyalty With the consumer So let's try and understand this a bit for example when it comes to acquisition When people have visited a brand site And they have consumed content on the side You have been able to harness a lot of high-intend consumer audience You have looked and you have segmented these consumers. So for example homemakers basis office party data We would have segmented them into seven seconds or eight seconds Each segment has some demographic variables It has deterministic variables and probabilistic variables which you would take and then finally craft Personalized communication in order to acquire consumers for Right so so you've utilized your existing data sets in order to acquire further consumer basis You would use tools and these are just tools today. There's something called use inside your tomorrow It would be something else you will use them to finally get consumers and when the consumer journey starts and And there are a few who would add items to the card There are a few people who would just browse and leave You will then again craft content, etc. And and try to target them and so on and so forth through the funnel right till the end where you have been able to Create meaningful conversations with shoppers at different touch points, but absolutely seamless so that the experiences are Such that they do not at any point in time feel that it's an off-platform or a non-platform Personalization that is that is at play Of course needless to say that there are personalizations that happens. You use a lot of DCO In order to arrive at the right set of content which is working for you vernaculars or Personalization by category and they end up and we've all seen they end up Showing better conversions and these are far far a few more examples on that or when people visit your Website so when they come to engage and there's something on an engaged fragrance finder And they've shown you their preferences towards a particular kind of fragrance or they've come to a site called Happy tummy and they've talked about their digestive health These further develops and helps you develop further content Which you would later utilize to craft content Personalized bringing them or drawing them back to itc store So this is how you would be utilizing your entire content ecosystem And of course loyalty program which bans across hotels itc store today and will further get expanded To all our brand sites going forward. So loyalty also becomes a single source from where you will be able to Generate a seamless engagement for your consumer base Moving on this is on when they see so you will try to provide for a similar experience For your ITC shoppers whether it is on when they see Or on platforms like Amazon and flip cut while each of these play very different roles For example, when you're on as a seller on Amazon or flip cut the more aim is to promote your long dates Pro core aim is to build relevant baskets control discounting, etc But the way your ITC store is playing a role there is a very different role But very similar in terms of experiences that you provide for Moving on this is ITC store on wheels. We started this during COVID when we Ensured that consumers can access their favorite brands at their doorsteps today The same mechanism is used in order to promote long tails as well as new launches and so on and so forth Moving on when we are looking at from and I'm taking the example of our Shiva multi-grade ecosystem the content ecosystem and personalization The first step obviously is to understand consumers Personas etc. And etc. But coming to multi-grade Multi-grade of course is positioned around the space of digestive health and it cuts across life stages And the idea was to create a thought leadership in this space and hence what we designed was a common currency Called digestive quotient and a lot of one content assets around it This digestive quotient was nothing other than a kind of a survey on the side by which you will be able to Give us information which through which we will be able to craft relevant communication relevant solves for you The usual sets with its ad campaigns influencers, etc. We're used to drive traffic to happy tummy And happy tummy is the platform where We had digestive quotient as a test There were multiple ways in which we wanted to engage with the consumers Through this so it's multiple sources from where you would bring traffic here And you will have multiple roads to further engage with the consumers to bring this alive And this is see a kind of a lonely channel experience that we provided for whether it's content here Whether it is content and advertisement Whether it's your backs which carried digestive quotient As something that you would as a QR code you will scan you will bring traffic here and so on and so forth so at every touch point that you had you created a Reason why people should come to happy tummy and engage on this area of digestive quotient Now basis this and these these exemplify them further Basis this you would and this is just one example at bottom funnel This is this you would for you'll get a score as you get a score you get a what's that message Giving you a discount coupon taking you down into the funnel for a conversion And so this is the entire only channel Perspective that we are bringing in when it comes to DQ So again very very complex DQ on as a DQ is a happy tummy website. We talked about all of these There are there are information bases which moves out from the happy tummy website There are information sets that are coming in you're triggering experiences through this set of Activities that you are doing Now while you are creating content you're also creating content keeping those consumer segments in mind So for example, you have a sedentary lifestyle versus people who are really proactive in health and then hence You've created content differently for different life stages or cohorts of consumers and then For example an active health seeker will see this content and these segments were created This is your first party data as well as what is available as segments on your third party platforms They will be there will be a chunk of consumers who would still avoid watching your content You will take them you will exclude them and you will show them the next content piece and so on and so forth Then move them into the consideration bucket and then finally into the purchase So so that's the Campaign funnel that you would be constructing and not only that you will be creating very very curated Landing pages so that if somebody has seen a sedentary lifestyle content when they land they actually see Landing page which is curated for somebody who is meant for the sedentary lifestyle Signals from there move into creating something called what we call as high quality traffic Which is I based on time spent scroll debt, etc And this is the high quality traffic which we pick up for further retargeting of consumers insurance Now when when people were on your platform, they shared information about their digestive health You would take up those pieces of information and say there is a chunk of people who consume less food Or they are facing stress or they're drinking less water So even there the relevant conversations and communication that you're doing is basis pieces of information They are sharing with you hence trying to make it as seamless as it can Because at every touch point you're making it extremely relevant for the consumers to engage with your brand and You are building your happy tummy and your shiva multigrain through that process We've also built a community around it on Facebook and today we have around 9,000 odd people on the community on on so Who are engaging on different content different kind of conversations with respect to digestion and All these of course are powered by a central Data hub your first party data hub and We know what is what is happening around With respect to cookies and so on so put that this is becoming increasingly important to provide for an only channel experience to consumers and But to make this happen there is one more enabler beyond the tech stack etc Is to create a content factory because if you go to a creative agency all that they want is to create Hero content nobody really wants to create content for your website content for For your personalization content etc So it was important for us to construct this content to enable content that scale a concept called the content factor The other enabler hence is this entire touch point ecosystem So we have designed this when we embarked upon the journey of creating a unified consumer experience As a thought or only channel kind of a thought This is a ITC food portal Which is which is all about food and content Related to that. There's nothing branded about it. There's another single ITC brand in this today There's a community on that called Foodies only on Facebook Your food portal is about to get launched. This is the cost customer data hub or your first party data center or the nerve center There are brand sites ITC store and other to see at the store here is just representing the D2C of ITC and all of these force powered by Adobe But the idea behind this is that without this construct It is very difficult for us to really provide for this Uniform only channel consistent relevant approach towards building brands. Thank you You