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Accelerating The Sales Wagon With Granular Segmentation – The Omnichannel Advantage
by Rituparna Nath
June 2, 2022 | 01 min read
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How deep do you dive to get your consumer?
The answer for the century-year-old Del Monte brand is – “to their pin codes”.
That’s what Del Monte’s CEO Mahesh Kanchan told us at the Bizom CPG Leadership Meet in Delhi, while speaking about the Omnichannel approaches that CPG brands are implementing, to win tomorrow’s D2C markets.
Mahesh who has seen his tomato sachets in most consumer homes, seemed delighted that now he has the data that informs his marketing team which consumer pin codes are serviceable and where all his products need to be present prior. Thus helping him win a place in new consumer homes.
According to Vikas Bagaria, founder of the iconic youth brand Pee Safe, Omnichannel gives him the guarantee that his consumers see the brand everywhere they shop, in-store or online.
Even Rachit Vohra, the Global Amazon Business Management Manager of Royal Philips, emphasized on the importance of recognizing that the consumer is king. As a mature brand in the industry, Philips is highly consumer-centric, building its products and sales channels to be omnipresent at all places where their consumer shops.
Bizom’s Delhi meetup had another interesting addition to the event series, with ONDC’s Chief Business Officer and President of Network Expansion, Shireesh Joshi, taking the stage and speaking to India’s CPG leaders about the ten network tenets of a digital commerce revolution that would unlock the next growth phase of Indian retail.
Shireesh also highlighted the possibilities of excellence that omnichannel and ONDC have brought forth today.
The next final chapter of the Bizom CPG Leadership Meet is happening this month!
Register now to join us in Bangalore on the 24th of June, for an evening filled with conversations on growth, with a deeper understanding of the technologies that can help the CPG industry best ride the Omnichannel wave.
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