NextEvolutionInOmnichannel: Decoding what works

This session at MRF 2024 focused on the pivotal role of omnichannel for retail businesses and how the experience is being enhanced.

Opening the session, Sundeep Khanna, Partner – Consumer & Retail, Deloitte asked Ashutosh Chakradeo, Chief Retail Officer, Choithrams what the brand has done to enhance the omnichannel experience.

“A couple of years back, we used to do scheduled deliveries within an hour of receiving the order, and consumers were happy. We used one channel to around 200 deliveries through that. Then the pandemic hit, 2020 happened and things started changing rapidly. Today, we operate through multiple channels, our own website, WhatsApp, through aggregators and a quick commerce partnership with Deliveroo Hop. One of the things that we did last year was structuring our entire omnichannel strategy by the shopping missions, therein efficiently handling deliveries through our various channels. We also reduced the number of stores from where we operated; out of the 55 stores that we have in the UAE, we kept the operations limited to 20 stores where the stores started catering to a larger area, larger order base and the talent management and the processes could be managed more effectively,” Chakradeo elaborated.

Sharing his perspective, Aamir Allibhoy, Chief Marketing Officer, Tim Hortons Middle East added, “Pre-pandemic, 90% of our transactions would take place in stores, perhaps even more in Saudi Arabia where entertainment options were also limited back then. Fast forward to today, we have lost 20% of transactions in store because now we have multiple channels as people are looking for convenience, speed and accessibility, especially in the mornings, which is a critical timeframe for our business. We call it the ‘morning madness’. So, in the past one year, we have focussed on our app to help customers to order in advance, skip the queue and we have also added curb side pickup.”

Innovation and evolution have been at the heart of the 118 years old brand called New Balance. “From product development to data, we always try to get insights form consumer. Over the past 12 months, we have seen considerable demand for the same options across channels. So, we started offering the same options to them in store and online, therein making their shopping journey seamless,” shared Stuart Henwood, Regional General Manager Middle East, Africa & India, New Balance.

Asked how GMG is ensuring consistency across channels, Vice President – Digital & Omni Jonathan Flender said, “At the end of the day, everything revolves around three points – product, price and service – irrespective of the channel. What’s linking every experience is the product. What everyone is looking at is the price, and if people are coming back, it’s because of the service. So, for dual actors with online and offline presence, availability of same products across channels, unified pricing and unified communication are crucial.”

“I think from a channel standpoint, we are all super late,” observed Aurelien Cuellar, Director Technology & Omnichannel, Chalhoub Group. “While we are ramping up our omnichannel strategy to get some quick wins, we are not there yet. One of our biggest achievements was the opening of our first micro fulfilment centre in Riyadh, Saudi Arabia, which we feel will be a game changer. Compared to Dubai, where consumers are now used to getting their deliveries – be that grocery or luxury – within 15 minutes, next day delivery used to be the standard in Riyadh. In the past six months, we reduced it to same-day delivery, which has now further reduced to less than four hours facilitated by our micro fulfilment centre.”

With the promise to create great moments for everyone every day, we are focused on creating a true omni experience to improve the customer journey across the ecosystem, not just across a channel, opined Amir Mohamed Ali Zweil, Vice President – Marketing & Innovation, Majid Al Futtaim Lifestyle. “We have done a lot of different things, from digital screens and smart mirror to augmented reality on Crate & Barrel Instagram account. The key is to leverage technology to serve a purpose while increasing the average transaction value while enhancing customer engagement.”

Today, businesses are looking for new ideas to approach their offline and online consumers. on the other hand, customers are looking for a personalised approach, making it necessary for businesses to be present across channels where the customers are most active without spamming. Gupshup helps brands to reach out to the consumers using app, chat bots, WhatsApp and more. “So, in the past one year, we have developed a personalised module to help brands reach their customers by understanding their behaviour in a conversational yet targeted manner,” stated Mukul Yadav, Head of MENA, Gupshup.

“We are also seeing the rise of social commerce as consumers are shopping on TikTok and Instagram,“ Khanna observed. How are tech enablers supporting retailers around social commerce?

“Our vision is enabling conversion through conversations,” responded Jack Chan, Country Manager UAE, Sleekflow. “We help brands to connect with their customers across any messaging channels, offering customers a highly personalised experience across their preferred channel while making the transaction easier.”

Staying with the importance of conversations, Ana Elisa Seixas, Head of Marketing, Asics Middle East shared how the younger generation of customers are keener to have conversation about things like diversity, sustainability and the ecosystem that affects their lives as opposed to focusing on just products. “That’s why, at Asics we try not to talk only about products, but about experiences. For instance, running and how we can support runners with not just the right running shoes but also connect them with a community of runners.”

In recent years, technology has become a key marketing tool, helping brands to create a point of differentiation, stated added Roman Poludnev, Sales Director, Honeywell. Simple applications like barcode reading allows brands to generate bills by reading barcodes on the shelf. That was the start, but now it’s moving into more complicated solutions such as augmented reality and machine vision. A lot of changes, from infrastructure to technology, have happened on the supply chain side too. It has also become crucial to make reverse logistics seamless by using technology.

Rupkatha B