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 technology being an enabler in keeping pace with the new rules on engagement and equipping the sales team better…
As I said earlier, the whole fact that customers today are not necessarily charter-dependent, people don’t necessarily have to walk into a physical store to buy. In today’s day and age people have access to information on either on the websites or through their mobile phones. Having a mobile application which actually allows customers to access your store persay, is something that is a reality at this point of time. Customers don’t make a decision based on their visit to a physical store, so we have realised that being omni-channel is the only way to go, we have no other choice but to be where the customer is. If the customer is shopping at his home, we have got to be there, if he wants to enter a mall and walk into an electronic store, we’ve got to be there, if he walks into the nearest store near his house, we have to be there. So we have made our whole presence and our footprint really accessible from a customer’s stand-point. The other part of technology really is, in today’s day and age where everyone talks about loyalty programs – we don’t have a loyalty program of our own. We do a whole lot of data-mining, we have access to our customer information. Every customer who buys from our store gives us his mobile number and we know what he has bought in the past. We’ve actually done a whole lot of data-mining, we work with a really large organisation which helps us do this data-mining. We actually have close to 40% of our customers who are repeat customers who come and buy from us. So we know exactly what they buy, how often do they buy and so we are able to do some degree of prediction about what is the next product they might buy. So to that extent we are able to do a lot of targeted marketing with our customers and we know these are the set of customers who are likely to buy a television in the next three months. So I think technology from that perspective has been a big enabler for us to build our business.
“The other part of technology really is, in today’s day and age where everyone talks about loyalty programs – we don’t have a loyalty program of our own. We do a whole lot of data-mining, we have access to our customer information.”
