AI and machine learning are enabling omnichannel strategies to scale by providing insights into the changing needs and preferences of customers, creating customer journeys that scale, delivering consistent experiences. For any omnichannel strategy to succeed, each customer touchpoint needs to be orchestrated as part of an overarching customer journey. That’s the only way to reduce and eventually eliminate customers’ perceptions of using one channel versus another. What makes omnichannel so challenging to excel at is the need to scale a variety of customer journeys in real-time as customers are also changing.

Publication: Forbes (Online)

Date: February 17, 2019

Looking at the Retail sector in India we can see a marked shift in the buying capacity from the urban to the rural. With the introduction of technology in the rural areas, and the increased connectivity it brings, the audience has begun to seek out better options when it comes to the choices they are making. No longer is it a market where you buy only that which you have access to, now customers in tier 2 and 3 cities can choose from multiple products, thanks to e-commerce applications.

Publication: BW Business World (Online)

Date: February 18, 2019