How Insights-Led Engagement Strategy Helps in a Delightful Customer Journey
How Insights-Led Engagement Strategy Helps in a Delightful Customer Journey

India is witnessing a digital upsurge with over 749 million internet users in 2020 and the figure is projected to grow to over 1.5 billion users by 2040; an appropriate time for marketers to ramp up their omnichannel customer engagement strategies. 

According to a recent report by MoEngage, "About 28 percent of marketers use Customer Relationship Management (CRM) platforms to optimize their marketing initiatives, while the use of Customer Data Platforms (CDPs) and Multi-channel Customer Engagement Platforms (CEPs) was pegged at 22.2 percent and 21.5 percent, respectively."

The top challenge for marketers was 'real-time analytics' with over 40.2 percent of them voicing it, followed by issues like 'lack of understanding of which channels are most effective' and 'unactionable data and unified customer profile data across systems' for 21.5 percent and 19 percent of marketers, respectively, the report revealed.

Across all industries and company sizes, the most favorite channel for customer touchpoint in a digital omnichannel strategy is an email with 16.7 percent of marketers opting for it, followed by social messaging apps with 16.2 percent of them going for it, and SMS earning the approval of 15.1 percent of the marketers.

Current Practices are Fragmented with Limited Benefits:   

· Marketers still depend on CRMs and CDPs, although these stacks are limited in their ability to capture real-time analytics. To keep up and bridge the gaps, marketers need to switch to a more holistic and multichannel alternative – like a CEP. 

· Indian marketers preferred to capture their customers' interest, choice, or affinity, including most-viewed content or purchased product and basic demographic data, and personalized their engagement strategies based on customer attributes like language, preferred channel, and content affinity. But they seem to be at a loss when it comes to predicting vital customer actions like churn, dormancy, and conversion to craft personalized customer experiences. 

· While Indian marketers focus on capturing journey insights like the most optimum path to conversions, they miss on customer-centric insights like Drop-off moments and AHA moments. This indicates an absence of use of machine learning/AI/marketing automation tools to help predict future customer behavior with accuracy to help optimize campaigns accordingly.

Over 50 percent of survey respondents prioritized communication channels based on customer preferences, a communication strategy that lacks the critical characteristic of a customer-centric approach on how each channel has performed. 

Interestingly, over 42 percent of marketers feel that capturing customer, campaign, and journey insights greatly impacts their business metrics, but, 22 percent are neutral and the remaining 36 percent don’t agree that these insights have any impact at all.

Moving to a Fully-Integrated Engagement Platform:

The report also establishes ways to help brands move away from their archaic ways of customer engagement and transition to a more insights-led engagement approach: 

a)  Opt for personalized instead of generalized Customer Engagement 

b)  Upgrade your tech stack - switch to CEPs   

c)  Be customer-centric instead of the campaign–centric  

d)  Proactive customer engagement to move ahead of competitors 

Commenting on the relevance of the report, Raviteja Dodda, CEO, MoEngage said, “The need of the hour is a shift from a campaign-centric approach to an insights-led, customer-centric approach to engagement. Currently, the preferred engagement platforms only give piecemeal solutions resulting in short-term, unsustainable success, while a fully-loaded and multi-channel customer engagement platform yields holistic and intelligent analytics and provides actionable data reflecting rich and delightful customer experience.”

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How The Organic World's Pledge to Reach 100 Stores in 18 Months will Disrupt India’s Retail Landscape
How The Organic World's Pledge to Reach 100 Stores in 18 Months will Disrupt India’s Retail Landscape

In 2017, The Organic World (TOW), sprouted as the green heart of Nimida Group in Bengaluru, sowing the seeds of sustainability to cultivate positive change in our way of life. Founded by Gaurav Manchanda, Director, The Organic World, this unique brand strives to offer a holistic range of organic and natural products. From pesticide-free fruits and vegetables to chemical-free homecare products, TOW provides consumers with over 3000 choices to embrace a healthier, cleaner, and more sustainable lifestyle.

The Genesis of TOW

Gaurav, during his return to India from the United States in 2016, identified a gap in the market for healthy and organic food options. Motivated by a personal quest for such products and a desire to offer the same to a wider audience, The Organic World was born in 2017. Starting with the launch of its first store in JP Nagar, Bengaluru, TOW quickly expanded. Today it has 15 stores across Bengaluru, and is exploring the franchise model and the plan is to steadily expand TOW’s footprint across South India.

“Our journey is only getting started. We plan to expand up to 100 stores over the next 18 months, and exploring cities like Chennai, Pune, and more,” he says.

TOW positions itself as a multi-brand retailer, hosting products that are not only organic but also differentiated, providing better value to customers as they journey towards a healthier lifestyle. The stores boasts a comprehensive product range, including fruits, vegetables, dairy, staples, personal care items, and home care products. The presentation of these stores is world-class, ensuring a unique and engaging shopping experience.

Innovative Retailing

Gaurav sheds light on TOW's commitment to responsible retailing, focusing on three core pillars: authenticity, accessibility, and affordability. The company enforces a rigorous vetting process for products, maintaining transparency by publicly listing 25 blacklisted ingredients and chemicals not allowed on their shelves. This disruptive approach challenges the industry to prioritize healthier and sustainable products. TOW has created a strict ‘Not In Our Aisle’ list – a list of chemicals and harmful ingredients that do not find a spot on its store shelves, despite their industry popularity. This includes ingredients like high fructose corn syrup, a sweetener, found in soda, juice, candy, breakfast cereals and packaged snacks; artificial flavorings/colors found in most packaged foods; Tertiary Butylhydroquinine (TBHQ), an antioxidant found in biscuits, microwave popcorn, butter substitutes and chicken nuggets; parabens, sulfates and phthalates found in personal and beauty care products; and a range of acids and toxins found in home cleaning essentials, to name some.

“When you step into our store, it's an interesting and world-class experience. We strive to be a full basket retailer, so you can complete your shopping journey within our stores. Now we have about 3000 SKUs on our shelves, and we continue to introduce interesting categories and products,” explains Gaurav.

Consumer Awareness

The brand’s commitment to sustainability extends beyond its product offerings. It has introduced a zero-waste section in select stores, encouraging customers to bring their own containers for grains and nuts. The company is conscious of consumer preferences, with a dedicated vegan category accounting for a significant portion of sales. TOW's initiatives have not only resonated with environmentally conscious consumers but also positively impacted its revenue.

The Organic World has embraced a tech-driven approach to bridge the online and offline shopping experience seamlessly. Initially partnering with tech enablers, TOW later developed its in-house tech stack, comprising apps, websites, and delivery mechanisms. This move provides the company with more control over data, enabling better insights into consumer behavior.

Acknowledging the challenges in the grocery and organic sector, Gaurav emphasizes the importance of trust in the brand and scale to stay competitive. The company strives to deliver within a two to four-hour time slot, and in a bid to make its last-mile delivery sustainable, TOW is exploring the use of electric vehicles.

Differentiation in a Crowded Market

In a market flooded with products labeled as organic, The Organic World sets itself apart through a combination of the 3As. The brand's strong category play, especially in emerging trends like veganism, further distinguishes it from competitors. The company's commitment to scale, transparent pricing, and a variety of unique products solidifies its position as a leading player in the organic and healthy foods sector.

“We work closely with farmers and a network of farmers under the brand Happy Harvest Farms. They are certified and organic. Additionally, we do our own checks internally, and based on these checks we believe that we are able to provide an authentic experience to the discerning consumer,” Gaurav asserts.

He is optimistic about the future, fueled by the growing awareness of health-conscious consumers. With plans to expand its store network and franchise model, TOW aims to be a dominant player in the Indian organic market. The brand envisions not only leading in the organic sector but also influencing responsible retailing practices across the broader retail industry.



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