Brands like Hindustan Unilever, Mondelez, Tata Consumer Products among others are reaching out to consumers directly through their own websites to acquire data instead of depending on ecommerce firms like Amazon and Flipkart, said Beth Ann Kaminkow, global CEO of WPP agency Geometry.
“Many brands are reaching out to customers through their direct sites where they are leveraging their own platforms in order to gather their own consumer data versus having to be involved through a retailer as a third party,”Kaminkow said.
While most of these brands still sell through ecommerce firms like Amazon and Flipkart, their own website allows them “to do things on their own terms and to engage with consumers for more feedback”, she added.
Brands can experiment with new products, create subscription services, new delivery forms and create deeper customer relationship management.
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“Many large companies are not worried about these direct consumer sites paying off immediately but as an investment for the future,” Kaminkow added.
Geometry counts several domestic and multinational firms such as Nestle, P&G, HUL, Modelez, Tata Consumer Products, Mama earth, Samsung among its clients and helps them find newer ways of selling their products.
Talking about changing consumer behaviour due to the ongoing pandemic, Ann said that brands and retailers are savvy and are using several new ways to sell products to consumers starting from apps to text messages.
“All types of communication channels have become commerce channels,” she said.
Companies are also experimenting with different kinds of delivery services like ride hailing apps, where they have more control over the delivery as compared to ecommerce firms.
The pandemic has changed consumer and shopper behaviour forever regardless of age, income level if one has a mobile device at home, most people have moved to some kind of shopping online, she said.
Talking about advertising spends she said that despite the current economic slowdown the agency remains very bullish about India. “It is a young country and we are very sure that it is going to find its way through the pandemic and become dominant in the world place as it should be.”
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