Mandeep Singh, CEO of CPM India, is the author of our latest CPM Expert Speak. Mandeep has been running the CPM India Field Marketing & Contact Centre business for almost 10 years and has over 20 years previous expertise in publishing.
In today’s time of higher Internet penetration and smartphone purchases, Indian customers are moving towards the new era of continuous connectivity in various facets of their consumer journey. This poses a new challenge for the Retailers to engage with such customers and make their offerings more relevant to the consumer.
The Connected Consumer view of the Retailers and how Retailers should interact with them has evolved. The situation gets even more troublesome when the Retailers believe they are offering products and services while the consumer is buying an experience. This is a major reason when after ensuring a high level of customer service some of the retailers fail to retain high level of customer satisfaction. Retailers need to take note of these changes and prepare their retail environment appropriately to win over these connected consumers.
We at CPM India have had an opportunity to work with some of the brands that have been successful to understand this and convert it into a big win for them. Before we discuss what some of these retailers can do let us look at what the Connected Consumer looks like. The key traits of a Connected Consumer are: