Paul Writer launches SAP Think Tank , 
Video interview series with Head of Sales highlighting best practices
Darshana Shah
Senior Vice President- Marketing and Visual Merchandising
Hypercity Retail (India) Ltd.
How can sales process be orchestrated for today’s mobile savvy customers…
Today the customer behavior is influenced with all the mobile apps that are available on a click where they can figure out what is happening on the go. We are trying out new technologies; we are currently experimenting with beacons in a store. We already had another app which was about geo-targeting and geo-mapping- there again what you are doing is when a customer walks in we process his thoughts in real-time, just like beacons we are experimenting right now is when the customer enters a store depending on which aisle they are in you customize the offer/offerings by talking to them as per their buying behavior. For example, if the customer is standing in the instant food section he can download the app, the beacon will support through Bluetooth and they can enter the instant food section, so if they want Maggie it will also show other offers/offerings like cereals, oats, etc. So this is what we are working on and I feel this is where customers are moving. They don’t want to be pushed or told what to buy but they are okay with the knowledge and awareness provided, so through the app I can aid you in buying something different which can be categorized as upselling or cross-selling. Today for a mobile savvy customer this is one way we are looking at orchestrating sales, the other one is click and collect where a customer on their app can just click what all items they want to buy and add to basket, create their entire shopping list and finally we keep it ready and they can collect it from various pick up points. We have a kiosk now at the entrance of our building as we have so many companies in the building so people can just go down to the kiosk and click and have it delivered to their office. In a mobile and digital world, convenience is what a customer needs and you have to be there when a customer needs you.
“Today for a mobile savvy customer this is one way we are looking at orchestrating sales, the other one is click and collect where a customer on their app can just click what all items they want to buy and add to basket, create their entire shopping list and finally we keep it ready and they can collect it from various pick up points.”
