Post-Purchase<\/p>\n

\n
• Nike\u2019s fuel band which measures activity level through the day.<\/li>\n<\/ul>\n

  Creates a need to invest in mechanisms for continuous brand engagement.<\/i><\/b><\/p>\n

  \n
  • If your target customer is between 18 and 30 \u2013 you have to invest in multi-channel.<\/li>\n
  • In addition, in smaller cities, a large number of online customers are from the older age groups.<\/li>\n<\/ul>\n

     <\/p>\n

    Who is your customer?<\/b><\/p>\n

    \u201cThere are now 13 crore people who go online regularly in India. 2.5 crore have shopped online.\u201d <\/i><\/p>\n

    \u2013\u00a0 Ganesh Subramanian, Myntra<\/p>\n

    \n
    • 80% of online shoppers in India are between 18 and 26.<\/li>\n
    • 450 towns, 10,000 pin codes are active online.<\/li>\n<\/ul>\n

      How do you go online?<\/b><\/p>\n

      \n
      • The easiest way is to list on a market place.<\/li>\n
      • Don\u2019t start your own ecommerce site without listing and \u2018feeling\u2019 the pulse of the market.<\/li>\n
      • Creating an ecommerce portal takes effort. It is not about the investment \u2013 it is the management time that it sucks up in terms of creating relevant content.<\/li>\n
      • On Myntra \u2013 content is the product.\u00a0 Unknown brands fight with large national brands because of superior content.<\/li>\n<\/ul>\n

         <\/p>\n

        Franchising as a way to think multi-channel<\/b><\/p>\n

        \u201cFranchising works on the\u201cOther Peoples Time\u201d\/ \u201cOther Peoples Time\u201d model. It has to be used responsibly for it to succeed\u201d<\/i> \u2013<\/p>\n

        C K Kumaravel, Cofounder \u2013 Naturals Beauty Salon India\u00a0 Pvt Ltd<\/p>\n

         <\/p>\n

        \n
        • For high involvement categories such as designer silk sarees \u2013 online can still work.\u00a0 <\/i><\/i><\/li>\n
        • It works because the basic brand promise has already been established in the consumer\u2019s mind. <\/i><\/i><\/li>\n
        • The core of the multi- channel strategy has to be to deliver a CONSISTENT experience across all channels. <\/i><\/i><\/li>\n<\/ul>\n

          P Subramaniam \u2013 Consultant RmKV<\/p>\n

          \u00a0Online \u2013 virtual national reach<\/b><\/p>\n

          \u00a0\u201cWe set up our online channel because of customer demand for repeat purchases \u2013 within Chennai as well as nationally.\u201d \u2013<\/i><\/p>\n

          Sunil Sanklecha -, Founder, Nuts\u2018n\u2019Spices<\/p>\n

          \u00a0<\/b>Online \/ Offline integration<\/b><\/p>\n

          \u201cUse the analytics provided by online behavior to create tailor made offers offline, to the same customer segment.\u201d <\/i><\/p>\n

          \u2013\u00a0 Vikas Choudhary – AIMIA<\/p>\n

          \u201cAcquiring a\u00a0 repeat customer is about making sure that his experience is good up to the point of time he gets the item that was purchased online. That means fulfillment is part of sales, as is the returns policy.\u201d <\/i><\/p>\n

          \u2013\u00a0 Ganesh Subramanian, Myntra<\/p>\n

          The role of analytics<\/b><\/p>\n

          \n
          • Sainsbury in the UK, used the online behavior of the \u201cMiddle Aged Health Conscious behavior\u201d to generate targeted offers at the POS in the brick and mortar store, aimed at the same customer segment.<\/li>\n
          • They saw a 20% conversion on the offer.<\/li>\n
          • Fastforward \u2013 a retailer in Germany uses digital windows in its offline stores. Customers can order by moving items displayed into a virtual basket \u2013 which is physically delivered to them the next day.<\/li>\n
          • Food brands have begun adding intelligence to the POS billing system.\u00a0 Along with the bill, the system generates recipes for the items physically in the shopper\u2019s basket.<\/li>\n<\/ul>\n

             <\/p>\n

            Challenges in the Indian context<\/b><\/p>\n

            \n
            • Fulfillment used to be considered \u2013 logistics – i.e. operations. It is actually part of customer acquisition \u2013 i.e. it\u2019s part of the sale process.<\/li>\n
            • The biggest challenge is sizing. Therefore the returns process is where your multi channel strategy is truly tested.<\/li>\n
            • Customers have evolved to the point where they are willing to use the online channel for returns.<\/li>\n
            • Today, 30% of returns have been converted into exchanges.<\/li>\n
            • Continuous evolution in technology \u2013 e.g. Fitiquette\u00a0 – virtual fitting rooms.<\/li>\n<\/ul>\n