Paul Writer launches SAP Think Tank , 
Video interview series with Head of Sales highlighting best practices
Sandeep Komaravelly
Sr. VP Marketing
Snapdeal.com
On your organization’s approach from ‘selling to customers’ to ‘helping customers buy’…
In this digital age consumers are far well-equipped with most of the information that they would otherwise require to buy a product or a consumer service at least from a marketing stand-point or an organisation stand-point the role has evolved from trying to push whatever information that we think that we need to reach out to the consumers with to something that is far more relevant to the consumers that they are receptive to. The evolution has predominantly been on the lines of making whatever communication that we do to the consumers very very relevant and far more outreaching from a content stand-point. I think Consumers value that far higher than the very generic communication that we do. So the evolution has been on those lines. Consumers have evolved in the sense that consumers are no longer looking for a specific kind of information. Different consumers require different information and from our stand-point we would not do justice if we were to communicate with consumers at a very generic level. Each set of consumers have different needs – slightly old consumers would require higher levels of information and consumers who are getting introduced to the platform would require a different type of communication. So from our point of view what we typically try and do is that we understand different sets of consumers, try and personalise whatever communication we do to suit that particular consumer which typically is the first step in trying to engage with the consumer which eventually of course helps consumers in engaging with the brand and helping them in buying from our platform.
“Consumers value that far higher than the very generic communication that we do.”
