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Ensuring unified experience for consumers through transformative business model

COVID-19 and social distancing norms have transformed the shopping behavior of consumers ringing the new CPG industry trends. To keep up with the change in consumer behavior, brands need to be consumer-obsessed, data-driven, and hyper-connected. It requires providing consumers with a cohesive omnichannel experience. This includes: 

  • Building ecosystems of retail partners, third-party service providers and consumers 

  • Evolving to be a marketplace and/or aggregator  

  • A 360° consumer view of all purchase journey and touchpoints 

  • Implementing advanced analytics for enhanced consumer experience 

This paper focuses on the key tenets of the online to offline (O2O) strategy such as ecosystem thinking, sub-segment strategy, IT readiness, promotion strategies and the need to extract insights from the abundant data to ensure frictionless consumer experience.

Sudhakar Gudala

Vice President, Global Head, CPG and Distribution Business Unit at Tata Consultancy Services

Ramanujan Narayanan

Global Head, Digital Front office, CPG and Distribution Business Unit at Tata Consultancy Services

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