If you're not on top, nobody will think of you: Sarvesh Dwivedi

While debating over social media and digital marketing influencing retail, changing consumer and the qualities one should deserve to make it big in retail during a round table conference discussion on retailing concluded at institutes of Management Development and Research in Mumbai, Sarvesh Dwivedi, Head eCommerce, Tata Industries spoke to Indianretailer.com. Few excerpts from the brief chat:

How social media and digital marketing is influencing retail?

Brand has to be present online so that when the consumer is going to make a final decision he remembers you. Remember that there are multiple choices available compared to a decade ago period. If you are not on top of your customer’s mind nobody will think of you. Underlining fundamentals of retailing remain same.

Earlier, there was opportunity of getting consumer through advertising on television, billboards and in magazines and newspapers; now, there are new channels of advertising including smart phones and laptops. Earlier good brands used to influence buying decision by putting regular ads on television or may be in Magazines, now the brand needs to be available where maximum number people are available, that is a mobile and/or a laptop.

Why is there a huge change visible in the customer?

Today’s customers are smarter. They are aware and they know what they want. Today’s consumers want choice because they are experimental in nature. Because there is lot of content available online, they are aware of what all things are going around. People know what Apple phone is and they know its value so they are willing to pay more. People are talking a lot to each other about other’s buying decisions, which is also called social buying pattern. Earlier there use to be family or an uncle or an aunt who will recommend you something; now consumers can go join some committee online, and take recommendations. Consumers are very smart and demanding.

How data helps you in framing differentiated brand communication strategy?

Because of the data we gather we get to know a lot about consumers’ recommendations. We have captured a data of buying behavior of the consumers on the basis of which we can recommend consumer relatively new ranges in line with what she had bought last time and I think this is something very relevant. Offering free services increases consumer loyalty. I think a retailer should know how they can be differentiated in terms of consumer experience.

How do you see the prospect of job creation in retail?

If the economy keeps growing, then its retail will definitely expand. It’s a very good sign with lot of brands coming in. When retailers will speed up their activities, job creation will happen.

What are the qualities one should need to have to make it big in retail?

I agree to the fact that may be a decade ago retail was a best sector to work with and may be today it is not. If we genuinely love our consumers and love speaking to them, then only one should venture into retail, otherwise he will be just a working person in the industry without consumer insight. Having a consumer insight could work as a differentiator and help you understand the consumer.

As for eCommerce: it is not something which is only seen on a mobile screen or a laptop, but it is something behind which a lot of fundamentals take place. Also, when you work in retail or an eCommerce company, you should constantly question on your choice to work with them, or their business model etc, it’ll give you a lot of perspective.