Experts Discuss trends shaping Omni Channel Marketing at e4m-Resulticks Roundtable

This roundtable, which brought together the industry leaders, was curated in partnership with Resulticks.

e4m by exchange4media Staff
Updated: Nov 4, 2019 11:10 AM
e4m-Resulticks Roundtable

Exchange4media in association with Resulticks hosted a roundtable on ‘Omni Channel Marketing’ at The Leela Palace Bangalore recently.

The roundtable witnessed participation of thought leaders who shared insights on how Omni Channel Marketing could enhance customer engagement and how channel orchestration could help brands leverage omni channel approach.

The participants at the roundtable included: Prashant Deshpande, Head of Marketing, Kurlon, Amitabh Pande, Head Marketing, IKEA, Lux Rao, Leader, Digital Transformation, NTT, Sai Ganesh, Head Marketing, Dunzo, Kavita Chaukimane, VP, Marketing, Acko, Bidisha Nagraj, VP Marketing, Schneider Electric, Tanuj Choudhary, CBO, Homelane, Shenaz Bapooji, CMO, Shopmatic and Anuradha Sriraman, Head of Marketing India, Resulticks. The session was moderated by Dinesh Menon, Advisor, Global Marketing, Resulticks.

After an initial introductory round, the speakers discussed threadbare various facets of Omni Channel marketing ecosystem, right from implementing a unified customer engagement strategy, channel orchestration, delivering seamless and personalised experiences across channels, implementing data driven omni channel marketing strategy to data security.

Amitabh Pande of IKEA stressed on the need to ensure seamless transition between offline and online channels. He also underlined that customers that engage with a brand across multiple channels spend more on every shopping occasion. “Creating a strategy that simultaneously supports brick-and-mortar retail and e-commerce is a way to win in today’s digital world”, added Pande.

Sharing his thoughts at the roundtable, Lux Rao, Leader Digital Transformation, NTT urged that there was need to look beyond the big data conversation and understand the finer nuances of customer needs with the help of more focused data points.​ He also underlined the importance of security ​compliance while dealing with big data.

Prashant Deshpande of Kurlon spoke about the importance of customer experience and why customer retention should be key focus of Omni Channel targeting.  “If the Omni channel strategy gets you repeat business, it is effective, if it doesn’t it needs revision. In our category, especially, where a product last for years, generating repeat business is critical and we ensure to roll out new offers using omni channel approach, and it has proved to be highly effective.”

"A coherent message, tailored to your audience and delivered at the right time, displays your brand’s expertise and it is one of the value elements customers care about most. However, in order to accomplish this, you’ll need the right technology, effective customer engagement and review management to collect, analyze and share large amounts of data”, stated, Sai Ganesh of Dunzo.

Speaking about best practices for Omni channel approach, Tanuj Choudhary of Homeland highlighted how the online piece in the omni channel mix plays a critical role.   “The priorities for online retailers are delivering the right content, delivering it quickly and creating user experiences that remove barriers to completing conversions,” stated Choudhary.

This roundtable, which brought together the industry leaders, was curated in partnership with Resulticks.

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