NEW DELHI,17.09.20-PHD Chamber of Commerce and Industry (PHDCCI) organized an Interactive Webinar on Reshaping Retail with AI: Direct to Customer Strategy Post-COVID -19.

Mr. Ashutosh Sharma, Director & Country Head - Sales, Yellow Messenger while moderating the webinar, structured the discussion on the specific aspects of technology shift and its implications on the Retail Industry.

In his deliberation, he highlighted how direct to consumer technologies are shaping in the time of pandemic which has become a new normal. Not only the enterprises but SME's are adopting technological interventions for customer delivery and satisfaction in which AI is playing a pivotal role.

While discussing on How to Enable the Direct to Consumer model – common tech, Initiatives, and technologies for fast and effective Transitions, Mr. Sanjay Singhal, Chief Operating Officer - Dairy & Beverages ITC Limited, shared FMCG sector started investing in E-Commerce back 4-5 years but during Pandemic they have faced unique challenges due to market disruption and hampered supply chain as companies do not have sufficient feet on the ground to fulfill the household demands, consumer behaviour has shifted to online shopping ,even for grocery requirements consumers are largely depending on online deliveries.

Mr. Sanjay Singhal while sharing his thoughts on the digital and omni-channel marketing said that during COVID times the consumer is not experimenting with his preferences and only purchasing on the need basis with minimum exposure to Mom & Pop stores.

Mr. Kunal Verma, Operations Director, Oriflame, while deliberating on the user engagement using AI automation spoke about how it has changed and shaped the customer service experience citing an example of how in the cosmetic industry Oriflame Inc is offering a customized experience by creating a unique skin profiling of the end-user and recommending them the intended product which is helping in customer acquisition and strengthen the last-mile delivery,

While discussing the brand transitioning to Direct to Consumer Mr. Verma, suggested that companies should adopt a step-wise transition model starting with internal evaluation, then financial evaluation, and then marketing evaluation, also he suggested that companies should start taking into account the influencers and bloggers while marketing their products.

Mr. Manoj Tomer, Manager System Implementation, Parle - G ltd, while expressing his views suggested that Operational excellence in the process automation has helped Parle to sail through the time of Pandemic. He also suggested that companies should build a robust supply chain model that can handle any disruption and contingency.