Paul Writer launches The Rise Of The Modern Marketer,   
Video interview series of CXO’s highlighting best practices and trends in the use of technology for marketing.

Devndra Chawla

Group President – Food FMCG, Brands

Future Group 

Customer engagement across marketing channels

We have lot of people billing in our stores using their credit cards and we also have lot of loyalty cards with us like Payback & others. So we have wealth of  information & data which if curled properly, gives us lot of consumer insight on what they are buying, when they are buying, what they are buying with what, which can be used very smartly to engage the customers, to stay them connected & to give them absolutely offers which they need.  It also allows you to understand which customer tied in which area is buying what. And probably offers suited to that customer in that region can be focused. In this way data really helps us a lot.

“Data is a buzz word now. Everyone uses data & everyone feels that they are successful but does every company even knows that the way they are using data is best way or there are more ways. Discovering the use of using the data is a biggest challenge for marketing. ”

Biggest challenge with respect to Marketing, Data & Analytics

Data is a buzz word now, the analytics, the big data where ever you go, you hear people talking about it. One of the challenges is that while everyone uses data & everyone feels that they are successful, there is so much data available and you are already using it to your benefit but what are the other more ways to use data, does every company even knows that the way they are using data is best way or there are more ways. Discovering the use of using the data is a biggest challenge for marketing.

On customer loyalty 

Data is very-very important when it comes to connecting with the customers. Imagine if you understand your customer, what they are buying, when they are buying, at what frequency, who all are in the family & if you could understand customer using data & target them perfectly as per their needs, the customer will stay connected to you. For us loyalty is all about letting the customer feel comfortable in staying connected with the retailer takes care of you, gives you the right offer, the right assortment and data really helps in doing that.

 

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