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

Utsav Malhotra
GM- Sales & Sourcing
FashionandYou

On the changing role of sales to adapt to the digital age…

I think sales today has undergone transformation with the change in the way people are buying. There is no need for a person to physically walk into a store as we are in a position where environments can be conditioned to the needs of the customer. The customer too has changed from the context of what he desires, his expectations from the purchase therefore how he wishes to transact. With the digital age, I think the biggest difference is that people have less and less time and they want everything at the convenience of their mobile phones. People today spend more than half their times on the laptop and are literally wired all-day-long on technology driven devices. Their lives are revolved around the social aspect of technology and I think shopping which used to be an experience of going out to a mall or a shop has become intrinsic to the lifestyle that we are leading today but with a change. It is important how a purchase becomes a part of that experience including what can I buy, can I wear it now and can I share it…has become a part of who we are today. It has become part of our lifestyle. E-commerce companies are making these products available the way the customer desires. In the context of fashion and you, we bring products that are not available in the country (when earlier you couldn’t get these brands in India) at your doorstep. If one orders at night and often by the time one reaches home next evening the order is delivered and you can wear probably the dress you ordered for the evening out or to work the day after. We are also in a situation where now technology has given an avenue to open a multitude of portals, compare run through prices and offers. E-commerce has actually brought the experience of shopping across the world right on your palm. I think the impulse buying has come in its purest form as far as shopping today is concerned.

“I think the biggest difference is that people have less and less time and they want everything at the convenience of their mobile phones.”

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