Paul Writer launches SAP Think Tank ,
Video interview series with Head of Sales highlighting best practices

Hemant Taware
Chief of Operations
Infiniti Retail Limited, Croma

On the importance of customer centric sales automation…

One of the biggest changes that have happened in the last few years is he whole advent of the internet and e-Commerce. The biggest automation that has happened in the sales process is really the coming of e-Commerce websites. Today Croma as a retail brand of stores is not just a physical brick and mortar store, we also have online presence and we believe that customers today are channel agnostic. I could be sitting at home and wanting to buy a television, I could open up the Croma website and go through the several products that are available on the online store, I could buy online and then come to the store and pick it up, or I could actually come to the store and expect the sales guy to give me a complete run down or a demo of the product while using the information that is available to me on the croma.com site. Automation has come to us in the form of a lot of digitisation so we have digitised our content on the croma.com site, our sales people in the stores are capable of actually leveraging that, helping customers buy on the shop floor. Customers could sit at home and buy something online and then come to the store and pick it up from the store. We have done a few other experiments like we have now got mobile point of sale devices on our shop floor so that you never have to go stand in a queue when you buy something at the store. So we have really tried to change the way our customers buy based on how they actually buy and also enabled our stores to match up to that. Whether it is to do with the actual buying process which may happen in the store or outside the store, on the online store for example, and the store could become the interface that services the final requirement of the customer in the form of actually delivering the product to the customer’s house or the customer walking into the store asking for a demonstration after having bought the product online or after purchase how the customer is taken through the entire billing process where he can actually sit in the store instead of going and standing in a queue somewhere near the cash counter. These are the kind of automations that we have tried to bring into our end-to-end process.

“Customers could sit at home and buy something online and then come to the store and pick it up from the store. We have done a few other experiments like we have now got mobile point of sale devices on our shop floor so that you never have to go stand in a queue when you buy something at the store. So we have really tried to change the way our customers buy based on how they actually buy and also enabled our stores to match up to that.”

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