Sr. Di­rec­tor, E-com­merce, adi­das Emerg­ing Mar­kets

Images Retail - - COVER STORY -

What ac­cord­ing to you are the three big­gest/most im­por­tant changes hap­pen­ing in the world of tech­nol­ogy?

Ai/ex­plo­sive growth in Vir­tual Re­al­ity/ma­chine Learn­ing How do you think these changes will im­pact In­dian re­tail?

With the avail­abil­ity of new tech­nolo­gies each con­sumer to­day can be viewed as a unique in­di­vid­ual with clearly identifiable pref­er­ences. There­fore, In­dian re­tail needs to move from one-size-fits-all ap­proach to a highly cus­tomised con­sumer cen­tric ap­proach. What are the 3 game chang­ing tech­nolo­gies in the space of cus­tomer ex­pe­ri­ence?

Data/ Pre­dictabil­ity/per­son­al­i­sa­tion What are the top pri­or­i­ties for you in the com­ing years you as CIO of the com­pany/ brand?

The top pri­or­ity is get to know as much as pos­si­ble about con­sumer pref­er­ences and then sub­se­quently en­gage with con­sumers keep­ing in mind their pref­er­ences. Top 3 chal­lenges re­tail­ers will face from a Tech­nol­ogy point of view in In­dia?

Re­tail­ers be­lieve tech­nol­ogy is a quick fix so­lu­tion to all prob­lems. Whereas in re­al­ity tech­nol­ogy is just an en­abler. There­fore the first chal­lenge is that the cur­rent or­gan­i­sa­tion struc­ture and strat­egy does not en­able ef­fec­tive de­ploy­ment and use of tech­nol­ogy. Also, there is an as­sump­tion that tech shift will hap­pen in the fu­ture, whereas in re­al­ity the shift has al­ready started hap­pen­ing and we all are in the midst of it. Hence the sec­ond chal­lenge is speed and agility in adapt­ing to tech­no­log­i­cal change. Fur­ther­more, tech­nol­ogy is usu­ally ex­pen­sive to de­ploy and even more ex­pen­sive to change. Hence, the third chal­lenge is choos­ing the right tech­nol­ogy mix. Your top 3 favourite re­tail tech­nolo­gies, which you would like to in­tro­duce in In­dia?

Sin­gle Con­sumer View across all chan­nels, per­son­alised and adap­tive com­mu­ni­ca­tions whether in-store or on e-mail and Vir­tual trial rooms en­abled both in-store and on mo­bile de­vices.

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