This article unveils the insights gained from experiences, revealing the strategies that empowered from house of brands to surmount these challenges and deliver exceptional customer experiences in the digital world
As the head of international e-commerce & global digital center of excellence at Marico, I have been fortunate to witness and actively participate in the digital transformation of businesses over the past 13 years. Driven by the allure of accountability, consolidated customer views, and seamless experiences, we set forth on a mission to make customer-centricity our North Star. Nevertheless, this journey was not without obstacles, especially in mastering the intricacies of diverse digital channels.
This article unveils the insights gained from my experiences, revealing the strategies that empowered our house of brands to surmount these challenges and deliver exceptional customer experiences in the digital world.
Creating a Unified Customer View
In my professional journey, I discovered the significance of creating a unified customer view. At Myntra in my past role as Deputy Director Marketing, I built data driven cohorts that created one view of fashion customer segments which gave a differentiated approach not just for Myntra but also to Jabong, and Flipkart fashion. We built a one-customer view by looking at multi-channel & multi touch points data. This helped in personalizing the customer journeys end to end: from acquisition, to category landing & home pages, to customer care approach to a consumer (depending upon their segments), to our delivery & even returns policies for each consumer cohort. This approach allowed us to cater to individual preferences, needs, and behaviors, ensuring that customers felt seen and understood, resulting in higher engagement and loyalty and the tone of the communication made them feel at home as it was personalized to their own cohorts preferences. This led to me to creating various digital efforts at Marico to attempt and create one consumer view for the DTC consumer base, call center and other engagement bases that we have, to start with.
Traversing the Digital Maze: Online and Offline IntegrationIn our pursuit of a seamless omnichannel experience, we had to bridge the gap between online and offline interactions. This task is especially complex, given the vast array of digital touchpoints and products. However, the evolution of technology, along with the unwavering support of the Indian tech ecosystem, empowered us to find innovative solutions. We leveraged data science models and multi-channel attribution to measure the efficiency of our digital strategies and justify our marketing investments. Having said that, the journey to true online and offline integration is on and with evolving technologies, its enhancing further.
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