C&L October 2017_LR (5)

Cover Story
by the K Raheja Corp Group, has over 83 stores
across 38 cities in India. In 1991, it launched
its first store in Mumbai, and since then it has
made consistent efforts to introduce innovative
schemes such as the loyalty programs which has
garnered over 4.6 million First Citizen members
and one million Shoppers Stop Mobile app download.
The retailer believes it can use anonymized
aggregate data to provide mapping, directions
and personalized in-store promotions to customers
in the coming months.
The retail major is aiming to accelerate the digitization
of its stores in-line with its omni-channel
strategy by 2020.
According to Anil Shankar, Customer Care
Associate & Vice President - IT, Shoppers Stop,
this is a result of a sustained effort that has gone
in the last couple of years. We have put in unrelenting
effort in a direction where things are
moving.
Shankar has closely observed the evolution
of the Indian retail sector for over two decades.
He said that there has been a consistent effort in
terms of how customer segments are moving and
how customer preferences have changed - we
have to align their strategies internally and put
tech into play.
In organized retail, this change is happening.
“In the last 2-3 years, retailers are looking at
deploying a cross-channel strategy. We acknowledge
the fact that they will need to be available to
the customer on channels in which the customer
is available,” added Shankar.
Multichannel retailing has been helping India’s
consumption story and increasing the share of
organized retail in the total retail pie. According
to Mathur, in the present scenario, omnichannel
agenda coupled with the pressures of delivering
superior customer experience and in the face
of aggressive competition will put the onus on
developing an operating model which is strategically
aligned to business goals.
As a retailer, you can't choose between e-commerce
and brick and mortar today.
According to Veneeth Purushotaman, CIO,
Fortis Healthcare, “the decision to choose the
channel lies with the consumer. However the
choice of being the channel is obviously in the
hands of the retailer. If a retailer wants to do
business in this age, and wants to be profitable,
they have to be on every channel.”
In a career spanning over two decades, Purushotaman
has led technology leadership roles across
several retail mammoths, such as Shoppers Stop,
HyperCity and Bharti Retail. “Retail is the most
dynamic and fast growing industry. Today a lot of
consolidation is already happening among online
and offline players. A good offline retailer player
could shake hands with an online player rather
than going all out and creating an online presence,”
he said.
According to E&Y’s Mishra, the element of connecting
with customers, creating engagement,
and connecting with the brand is significant –
"The time has come when
the retail players re-align
technology, value, and
margins in order to
become profitable."
Provide an
enhanced and
consistent experience
across all channels
—Meheriar Patel
Chief Information Officer, AGC
Networks Ltd and Essar Retail
October 2017 | CIO&LEADER
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