In today’s digital era, consumers expect a seamless and integrated experience across various channels when interacting with a brand. Recognizing this evolving consumer behavior, ITC Limited, one of India’s leading conglomerates, embraced an omnichannel strategy to deliver a consistent and personalized experience to its customers. In a conversation with Retailer, Sanjay Singal, Chief Operating Officer of Dairy & Beverages, ITC highlighted how customer acquisition strategies may have evolved with technology, but the core principles remained constant. While direct-to-consumer (D2C) brands excelled at leveraging technology, traditional legacy brands successfully catered to omnichannel customers by focusing on cohort discovery, monitoring consumer behavior, delivering delightful experiences, and fostering repeat orders.
This story is from the August 2023 edition of Retailer.
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This story is from the August 2023 edition of Retailer.
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