Vice Pres­i­dent - IT, NITCO

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NITCO (es­tab­lished in 1953 by Pran Nath Tal­war) is among the top pre­mium tile com­pa­nies in In­dia.The Com­pany man­u­fac­tures a vast port­fo­lio of tiles (floor and wall), mar­ble, mo­saic and metal craft

oing Dig­i­tal - what does it mean to you and your or­ga­ni­za­tion?

AT Nitco, the key for busi­ness growth is ex­plor­ing dif­fer­ent chan­nels of mar­ket­ing and prod­uct vi­su­al­iza­tion to fa­cil­i­tate the home dec­o­ra­tion buy­ing process, pro­vid­ing ex­tremely rich ex­pe­ri­ence to our cus­tomers, con­sumers and in­flu­encers such as ar­chi­tects, interior de­sign­ers, and con­trac­tors. A speed of ex­e­cu­tion and qual­ity of pre­sen­ta­tion is very crit­i­cal on this jour­ney. So­cial me­dia ex­plo­ration for brand aware­ness, ser­vice­abil­ity and cus­tomer en­gage­ment is the dif­fer­en­tia­tor with other com­peti­tors. Hence Go­ing Dig­i­tal is the key dif­fer­en­tia­tor for our re­tail and con­sumer-ori­ented sales growth and cre­at­ing a com­pet­i­tive im­pact in our in­dus­try.

What is your Dig­i­tal Trans­for­ma­tion plan, strat­egy and the de­liv­er­ables you ex­pect or al­ready com­ing in?

We had be­gun dig­i­tiz­ing our Tiles and Mar­ble 3D con­tent long back. Now the en­tire prod­uct cat­a­loging hap­pens dig­i­tally and con­sumers/ cus­tomers/ in­flu­encers can visu­al­ize prod­ucts dig­i­tally on the App. Our In- store ex­pe­ri­ence is get­ting re­vamped with dig­i­tal dis­plays and Apps for fa­cil­i­tat­ing cus­tomers in prod­uct short­list­ing. We al­ready are tap­ping so­cial me­dia threads through Face­book, Twit­ter, Youtube, In­sta­gram and re­ceive cus­tomer re­sponses quickly. Google Street views are in place for our 15 In- stores viz Le Stu­dio PAN In­dia, which gives the 360-de­gree view of each of our show­rooms. Our front-end sales teams and Busi­ness De­vel­op­ment teams us­ing Mo­bile App on An­droid and iOS, which gives them on­line vis­i­bil­ity of busi­ness trans­ac­tions and busi­ness in­sights such as stocks, prices, or­ders, cus­tomer per­for­mance etc. Skype and Google Videos are used for on­line con­ver­sa­tions with team mem­bers and cus­tomers. We are ex­plor­ing Aug­mented Re­al­ity ( AR) and Vir­tual Re­al­ity ( VR) tech­nolo­gies for pro­vid­ing a rich cus­tomer ex­pe­ri­ence in show­rooms and dis­play cen­ters.

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