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Bala Karthik Baskaran

Head-Europe, Retail Architecture and Technology, TCS

R Murali

Retail, CPG, travel group CTO, TCS


  • Green consumerism is on the rise as shoppers concerned about the planet seek products that advocate sustainability practices, making it vital for brands to act quickly to stay relevant and competitive.
  • Omnichannel customer journey orchestrations through unified commerce platforms can go ‘green’ by predicting purchase behaviors and nudging changes in shoppers’ online routine.
  • Green commerce with personalized journey orchestration to drive sustainability practices can take numerous forms based on the attributes of shoppers and retailers.