IFF 20th Edition Fashion Techway: Retailers Should Focus on Customer Experience to Accelerate the Future of Fashion

Pravin Srinivasan, Enterprise Sales Leader, Microsoft, lists out factors that have helped retailers across the globe reinvent themselves, change their processes, invest in tools to ensure that they get a better customer experience, raise their employee productivity and finally optimise their operations…

Customers today look for trans-channel experiences. It does not matter whether these come from online, offline or any other format. They expect a consistent experience. It is up to retailers to study consumer data, transform today’s era of fashion based on the trends observed worldwide and then provide consumers with an unparalleled experience.

This assertion was discussed in detail at a Fashion Techway held at the 20th edition of the India Fashion Forum, in December at Hotel Conrad, Bengaluru. The session was partnered by Microsoft.

Pravin Srinivasan, Enterprise Sales Leader - Retail & Growth, Microsoft shared insights on factors that accelerate the future of fashion retail in a presentation at the session.

Moderated by Naveen Gupta, Enterprise Solution Leader, Business Application, Microsoft, the panel consisted of the following luminaries:

1. Baskaramoorthy D, VP, Posiflex Technology

2. Rohit Khetan, VP- Maketing & Strategy, Ginesys

3. Kumar Sambhav, Head Omnichannel Asia, Head Digital SEA & APAC, Bata

4. Deepak Kishanchand, IT Head, Levi’s

5. Divesh Dutta, Director - Global Sales, Hotwax Commerce

Srinivasan, in his presentation, focused on three points that are critical to any retail business:

Delighting Customers: According to Srinivasan, the moment a customer comes into an experience zone – online, offline or on any other medium other – s/he starts browsing through products, experiencing/trying them on and eventually buying them. However, this is not the end of the retail experience. It is, rather, the beginning.