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Digital retail or etail play in india

DIgital retail or e-tail in India needs to find a larger purpose beyond the deals or discounts. Beyond the fights between retail or e-tail.

Here's a strategic instigation on how a leader brand can either play a premium & mass - digital retail / e-tail game.

Though more conceived with retail in mind, some of the principles apply more to e-tail.

Stay provoked & check out #wolfSIGHTS on twitter.

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Digital retail or etail play in india

  1. 1. Delivering  Digital     In  India   Strategic  ins$ga$ons  around                                                                                   digital  retail  /  e-­‐tail.  
  2. 2. Conversa$on  flow   1.  Dawn  of  Digital  -­‐  impact   2.  Digital  Consumer  Scope   3.  The  larger  socio-­‐cultural  truth  we  can  own     4.  The  role  of  digital  Retail/e-­‐tail   5.  Digital  Retail/e-­‐tail  –  the  way  the  cookies   crumble  
  3. 3. Conversa$on  flow   1.  Dawn  of  Digital  -­‐  impact   2.  Digital  Consumer  Scope   3.  The  larger  socio-­‐cultural  truth  we  can  own     4.  The  role  of  digital  Retail/e-­‐tail   5.  Digital  Retail/e-­‐tail  –  the  way  the  cookies   crumble  
  4. 4. Dawn  of  digital  &  its  impact  
  5. 5. Radio   TV   Digital   •  One-­‐way  communica9on.   •  Passive  par9cipa9on,  audio-­‐ only  medium.   •  Literacy  not  a  barrier.   •  Single  instrument  existence   •  One-­‐way  communica9on.   •  Passive  par9cipa9on,  audio/ video  medium.   •  Literacy  not  a  barrier.   •  Single  instrument  existence   •  2-­‐way  communica9on  &  interac9ve.   •  Ac9ve  par9cipa9on,  audio/video  medium.   •  Literacy  a  barrier  both  literacy  &  e-­‐ literacy).   •  Mul9ple  instruments/devices   compa9bility.  Ability  to  transform  device   capabili9es.   •  Evolved  over  2  decades +.   •  Affordability  the  only   divide.   •  A  window  into  another   world  –  escape.   •  Entertainment  &   informa9on  only.   •  Evolved  over  2   decades.   •  Affordability  the  only   divide.   •  A  window  into  another   world  –  escape.   •  Entertainment  &   informa9on  only.   •  Evolved  in  a  maLer  of  a  decade.   •  Created  a  huge  digital-­‐divide   (literate/illiterate,  e-­‐literate/e-­‐ illiterate,  urban/rural,  etc;)   •  Transforms  devices  &  opens   doors.  An  e-­‐bridge.   •  Entertainment,  informa9on  &   OPPORTUNITY  also.  
  6. 6. Digital  opened  portals  to  real  world  wants  &  needs.  It  offers  a  real  solu9on  to  needs  of   staying  in  touch  &  interac9ng,  searching  for  stuff  and  finding  solu9ons,  learning  &   educa9on,  even  impacts  the  way  we  consume  entertainment  in  a  more  social,  interac9ve  &   on-­‐demand  manner.  Has  transformed  entertainment  consump9on  into  a  mood-­‐based  on   demand  mode.     Has  become  a  uni-­‐device  which  hosts  radio,  TV  and  everything  else  and  gives  access  on  any   single  screen.     With  the  advent  of  4-­‐G,  device-­‐to-­‐device  communica9on  is  going  to  change  the  way  we  live   and  seamlessly  bridge  the  digital  into  the  real  world  completely.     Digital  has  transformed  devices  from  mere  informa$on  &  escape  windows  and  opened   doors  of  real  opportunity…  
  7. 7. What  turns  me  on  about  the  digital   age,  what  excited  me  personally,  is   that  you  have  closed  the  gap  between   dreaming  and  doing.  You  see,  it  used   to  be  that  if  you  wanted  to  make  a   record  of  a  song,  you  needed  a  studio   and  a  producer.  Now  you  need  a   laptop  or  maybe  just  a  phablet…   Bono  
  8. 8. Conversa$on  flow   1.  Dawn  of  Digital  -­‐  impact   2.  Digital  Consumer  Scope   3.  The  larger  socio-­‐cultural  truth  we  can  own   4.  The  role  of  digital  retail/e-­‐tail   5.  Digital  Retail/e-­‐tail    –  the  way  the  cookies   crumble  
  9. 9. The  digital  consumer  scope  
  10. 10. The  digital  revolu9on  has  created  a  great  divide,  it  has  divided  India  like  no  other   device-­‐evolu9on  has  done  before.  It  has  created  a  divide  not  just  between  the  haves  &   have  not's,  but  between  those  who  can  do/use  &  cannot.     The  great  digital  divide  has  in  less  than  a  genera9on  produced  young  digital-­‐na9ves  and   not  so  old  digitally  dyslexic  and  the  older  digital  aliens.     It  has  created  a  divide  between  the  haves  &  the  have  not’s,  literate  &  the  illiterate,  the   e-­‐literate  &  e-­‐illiterate,  urban  Vs  rural…  
  11. 11. "It  is  dangerously  destabilizing  to  have  half  the  world  on  the  cuang  edge  of  technology   while  the  other  half  struggles  on  the  bare  edge  of  survival.”       Bill  Clinton  
  12. 12.   There  is  a  huge  socio-­‐cultural  chasm  caused  by  this  digital  evolu9on…     &  great  brands  have  always  answered  socio-­‐cultural  tensions  to  resolved  human  issues   and  bridged  divides  to  become  iconic.  
  13. 13. Every  major  socio-­‐cultural  change  ins9gates  the  popula9on  to  break  into  consumer  segments,  let’s   deep-­‐dive  into  a  consumer  segmenta9on  based  usage  &  aatudes  towards  all  things  digital…  
  14. 14. •  The  Early  adopters   •  The  Show-­‐off  Herds   •  The  digitally  dyslexic   •  The  digital-­‐compromisers   •  The  Digital  Na9ves   Consumer   archetypes  
  15. 15. The  Digital  Na$ves:  Born  into  a  digital  world,  under  the  age  of  25years,  digital  is  first-­‐nature   for  them.  Extremely  able  &  at  home  with  all  things  digital  &  electronic.  Digitally-­‐dexterous,   irrespec9ve  of  their  age  they  are  fast  emerging  as  the  human  digitronic-­‐manuals  for  their   households.  They  enjoy  great  pester-­‐power  and  now  equipped  with  knowledge  that  their   parents/elders  don’t  have  are  emerging  as  he  key  decision-­‐influencers.     They  spend  a  good  percentage  of  their  on-­‐line  9me  “checking  out”  all  things  digital  &   electronic.  Up-­‐grade  is  a  natural  way  of  life  and  they  are  the  harbingers  of  fast-­‐fashion  in  the   digital  &  electronics  domain.  They  exist  across  SEC  segments,  across  the  length  &  breadth  of   urban,  semi-­‐urban  &  rural.  They  are  only  limited  by  immediate  affordability,  but  save,  find   deals  and  acquire  is  their  moLo.       Their  digital  &  electronic  needs  are  some9mes  driving  some  of  them  even  to  part-­‐9me  jobs.   Digital  is  cool  for  them  and  they  look  p  to  &  respect  brands  that  reek  of  this  digital-­‐col   quo9ent.  They  think  Apple,  TED,  Mashable,  Techcrunch,  Google  are  cool  brands  and  digi-­‐ leadership  and  digital  glamour  aLracts  them.  “My  brand  needs  to  get  tech  man,  like   understand  it”  
  16. 16. The  Early  adopters:  The  primary  difference  between  the  digital  na9ves  &  the  early  adopters   is  that  the  early  adopters  are  not  born  in  the  digital  age.  However  older  they  might  be  but   their  digitronic-­‐zeal  is  matched  only  by  the  digital  na9ves.  Self-­‐taught  and  eager  to  become   digital  na9ves,  they  are  driven  about  all  things  digital.     Age-­‐no  bar,  they  come  in  all  ages  &  genders.  It  could  be  that  nice  uncle,  who  loves  showing-­‐ off  that  he  has  just  bought  a  new  phone,  downloaded  a  new  app  ad  figured  out  how  to  use   that  to  book  movie  9ckets.  It  could  be  that  35+  year  old  who  is  racing  to  be  digitALL  in  all   things  he  does.     Digital  is  at  least  second  nature  to  them  and  they  actually  are  ambassadors  of  all  things  new,   looking  for  informa9on  on  the  latest  and  as  impulsive  as  the  digital  na9ves.     Their  ability  to  understand  and  brandish  shiny  new  gadgets  is  huge  social  currency  for  them.  
  17. 17. The  Show-­‐off  Herds:  Not  digitally  un-­‐savvy,  but  neither  digitally  savvy  either,  but  digital  &   electronics  primarily  as  symbols  of  status.  Have  to  own  the  expensive,  latest  may  it  be  the   latest  phone,  the  latest  large-­‐screen  TV,  double  door  fridge  or  be  anything  which  stands  for   status.  They  are  not  the  first  movers,  neither  do  they  understand  the  use/purpose  of  the   latest  innova9ons  in  en9rety  but  as  soon  as  something  gets  popular,  they  move-­‐in  to  own  and   feel  good  showing-­‐off  that  they  own  it.     Might  have  the  latest  phone,  but  will  be  using  only  20%  of  the  features  and  most  probably  are   not  even  interested  in  the  rest  of  the  features.  High  on  heavy  duty  accessories  as  well,  for   these  digital  &  electronic  devices  are  the  new  way  of  showing-­‐off  status  and  displaying  cool   quo9ent.     They  are  of  older  (30+  age)  usually,  doing  well  in  life.  Ambience  of  shopping  is  as  important  as   where  they  shop  becomes  a  “not-­‐so”  casual  drop  in  a  conversa9on”  with  a  peer.  However   they  need  the  Digital  na9ves  &  the  early-­‐adopter  to  declare  these  things  cool  and  build  a  buzz   around  the  products  for  them  to  spend  and  acquire.  
  18. 18. The  digitally  dyslexic:  Born  before  even  the  computer/internet  genera9on  or  born  with  a   mindset  which  confuses  itself  and  creates  mental-­‐cacophony  as  soon  as  they  have  to  deal  with   any  electronic  or  digital  device.  These  are  the  digitally-­‐dyslexic  due  to  their  percep9on  of   themselves  as  digitally  un-­‐savvy.     They  are  the  ones  who  oken  try  and  camouflage  their  dyslexia  with  an9-­‐digital  arrogance.   “Nah!  I  don’t  want  to  be  a  slave  to  this  man,  all  these  gadgets  are  a  waste  of  money  –  I  like  to   keep  things  simple  etc;”.  Arrogantly  proclaiming  others  as  digital-­‐slaves,  they  secretly  desire  to   adopt  all  things  digital  &  electronic.   In9midated  by  electronic  &  digital  devices,  they  look  for  a  more  approachable  shopping   ambience  and  hand-­‐holding  at  the  point  of  sale.  They  seek  informa9on  on  how  to  simplify   these  devices  in  their  heads.       They  also  evolve  up  the  cost  ladder  as  they  think  “I  would  want  to  first  try  out  a  more   sophis9cated  technology  at  a  lower  cost,  before  spending  so  much  on  something  I  fear    might   not  be  good  at  using”.  
  19. 19. The  digital-­‐compromisers:  Caught  by  the  digital-­‐bling,  they  aspire  for  all  the  gadgets  &   devices.  However  they  simply  cannot  afford  it  and  hence  compromise.  They  try  &  get  the   best  within  their  budget  or  wait  for  deals.  Might  buy  a  Micromax  for  11k  and  say  “when  am   geang  everything  that  your  30k  phone  offers  in  a  11k  budget  do  you  think  am  a  fool  to  shell-­‐ out  30k?!”.  Why  do  you  spend  extra  anyways?.  While  they  secretly  desire  all  the  premium   latest  stuff,  they  find  reasons  for  jus9fica9on  for  their  own  lower-­‐end  purchase.     Wai9ng  for  deals  or  even  buying  a  premium  second  hand  device  off  the  market  is  common.   They  would  not  want  a  very  posh-­‐ambience  as  their  aatude  is  posh  ambience  =  expensive   product  and  their  reason  to  self  to  avoid  a  retail-­‐visit  is  “jab  khareed  na  hi  nahin,  toh  jaana   kyun?”.  While  they  exhibit  voracious  window-­‐shopping  appe9te  both  on  the  internet  &   friendly  retail  which  yells  “bargain”.     They  look  for  accessories  to  bling-­‐up  their  devices  and  camouflage  them  well.  
  20. 20. Note:  While  segment  5  (Digital  compromisers)  is  a  predominantly  bargain-­‐seeking   segment  because  of  financial  compulsions,  every  shopper  today  is  a  bargain  seeker.  A   bargain  seeker  with  varying  values  of  what  amount  and  what  actually  they  bargain  for.  
  21. 21. Lets  now  look  at  these  5  consumer  segments  and   plot  them  on  the  great  digital  divide  spectrum.   •  The  Early  adopters   •  The  Show-­‐off  Herds   •  The  digitally  dyslexic   •  The  digital-­‐compromisers   •  The  Digital  Na9ves  
  22. 22. The  digital  divide  spectrum   The  digital   propagators.   The  digital   followers.   The  Early   adopters   The  Show-­‐off   Herds   The   Digital   Na9ves   The   digitally   dyslexic   The   digital-­‐ compromi sers   Key  drivers:   •  Technology,  Glamour  &  status  of  digitronic   devices.   •  Affinity  to  tech-­‐though  leader  brands   •  Customized  service  &  cool  ambience   •  Service  which  understands  tech  and  can   answer  their  deep-­‐queries  of  the  intricate   tech  nature.   •  A  pamper  experience  in  shopping.   Key  drivers:   •  Technology,  purpose/value  of  technology  and  the   glamour  of  technology.   •  Simplifica9on  &  humaniza9on  of  technology   •  Customer  service  which  kills  digital-­‐in9mida9on  &   phobia.   •  Ambience  which  invites  with  a    casual-­‐warm   aatude..   •  A  place  where  bargaining  is  not  taboo  and  cheap,   window  shopping  and  “checking-­‐out-­‐only”  is  not   unwelcome..   Note:  While  all  of  the  digital  followers  and  the  show-­‐off  herds  (amongst  digital  propagators)  mostly  shall  not  cross-­‐migrate  across  this   digital  divide,  the  The  Digital  na9ves  &  The  Early  adopters  (amongst  digital  propagators)  might  prefer  cooler.  Digi-­‐glamorous  brands,  but   shall  not  be  averse  to  shopping  at  the  more  approachable  &  bargain-­‐friendly  retail  spaces.   However  their  aspira$onal  values  are  sa$sfied  only  by  digi-­‐cool,  cu[ng  edge  retail  spaces  &  brands.  
  23. 23. Yes  there  is  a  digital  divide.  Yet,  the  ques9on  that  we  need  to  ask:       “Is  there  a  commonality,  is  there  a  way  to  bridge  divide  &  thereby  own  a  purpose   which  is  larger  than  just  the  category  truth?”  
  24. 24. Conversa$on  flow   1.  Dawn  of  Digital  -­‐  impact   2.  Digital  Consumer  Scope   3.  The  larger  socio-­‐cultural  truth  we  can  own   4.  The  role  of  digital  retail/e-­‐tail   5.  Digital  Retail/e-­‐tail  –  the  way  the  cookies   crumble  
  25. 25. The  larger  socio-­‐cultural  truth  we  can  own  
  26. 26. "Many  people  see  technology  as  the   problem  behind  the  so-­‐called  digital   divide.  Others  see  it  as  the  solu9on.   Technology  is  neither.  It  must   operate  in  conjunc9on  with   business,  economic,  poli9cal  and   social  system.”   Fiorina  served  as  chief  execu9ve  officer  ofHewleL-­‐Packard  from  1999  to  2005  and  previously   was  an  execu9ve  atAT&T  and  its  equipment  and  technology  spinoff,  Lucent.    
  27. 27. The  digital-­‐divide  has  fractured  consumers  into  various  segments  and  put  them   at  different  ends  of  a  spectrum.   Mobile  phone  as  an  internet  portal  in  a   world  of  browsers,  apps,  games,  on   demand  video,  paying  of  bills,  money   transfer  etc;   Mobile  phone  as  talk  &  text  only  device   for  communica9on  &  entertainment   alone,  but  aspiring  for  more  ad  go  the   digital  way.   TV  is  not  just  TV,  it  is  about  screen  size,   LED  Vs  ,  analog  vs  digital  –  smart.   Size  of  TV  a  status  symbol,  but  smart  not   yet  a  relatable  reality.   Refrigerator  as  symbol  of  life  style  &   status,  from  quick-­‐ice  to  preserving   nutrients  of  food  to  connected  to  your   phone  an  about  to  happen  reality..   Refrigerator  a  minimum  house-­‐hold   requirement,  yet  at  a  basic  level  about   keeping  things  cold  and  for  storing  &   preserving  food  &  beverages.  A  smart  fridge   an  un-­‐relatable  concept  as  of  now.   The  digital   propagators.   The  digital   followers.   There  is  definitely  a  division  in  the  way  India  &  Bharat  relate  to  all  things  electronic  &   digital.  However,  the  divide  is  just  in  difference  in  needs  between  the  two.       Yet  the  do  have  a  common  core,  that  of  connec9ng  to  their  loved  ones,  connec9ng  to   entertainment,  connec9ng  to  informa9on,  connec9ng  to  opportunity  (jobs/project)  etc;  
  28. 28. "The  number  one  benefit  of  informa9on  technology  is  that  it  empowers  people  to  do   what  they  want  to  do.  It  lets  people  be  crea9ve.  It  lets  people  be  produc9ve.  It  lets   people  learn  things  they  didn't  think  they  could  learn  before,  and  so  in  a  sense  it  is  all   about  poten9al."   Steve  Ballmer   Steven  Anthony  "Steve"  Ballmer  (born  March  24,  1956) [4]  is  an  American  businessman  who  has  been  serving  as   the  CEO  of  Microsok  since  January  2000.[4]  As  of  2013,  his   personal  wealth  is  es9mated  at  $18  billion,  ranking   number  21  on  the  Forbes  400.[2]    
  29. 29. Some  of  the  modern  day  iconic  digital  brands  believe  this  and  operate  with  it  as  their   core  truth.  
  30. 30. Let’s  look  at  a  digital  iconic  brand   Belief:  To  simplify  the  world  of  data  and  make  technology   intui9ve  and  easy  to  use.     Purpose:  To  enable  crea9vity  in  a  world  of  data,  by  puang   the  needs  of  the  human  being  at  the  other  end  of  the  device   first.       We  exist  to  infuse  “Crea$vity  in  a  world  of  data”  
  31. 31. So  if  this  is  the  core    of  what  digital  truly  enables,  what  is  it  that  we  can  own,  what  is  it   that  we  can  believe  in  as  a  brand,  what  is  it  the  purpose  we  can  champion?  
  32. 32. Our  belief:  We  believe  that  technology  should  be  subservient  to  human  needs,   desires,  wants  &  emo9ons  and  enable  people  to  fulfill  them.  Whatever  their  need   maybe  and  whatever  their  lifestyle,  socio-­‐economic  status  is.   Our  purpose:  We  exist  to  help  people  find  the  right  technology  &  digital  device  that   aptly  suit  their  needs  and  enable  them  to  lead  a  “happier,  digitally  enabled  life”.   While  this  can  be  our  belief  &  purpose,  we  are  a  retail  en$ty,  hence  how  can  we   enable  this?  What  is  it  that  only  digital  retail  can  do  that  Reliance  can  uniquely   own?  
  33. 33. Conversa$on  flow   1.  Dawn  of  Digital  -­‐  impact   2.  Digital  Consumer  Scope   3.  The  larger  socio-­‐cultural  truth  we  can  own   4.  The  role  of  digital  Retail/e-­‐tail   5.  Digital  Retail/e-­‐tail  –  the  way  the  cookies   crumble  
  34. 34. We  do  not  manufacture  the  devices  (except  our  private  label),  neither  do  we   produce  the  sokware  we  retail  others  products.  We  are  the  in-­‐betweeners.     So  we  are  not  really  the  ones  who  are  directly  enabling  digital  solu9ons  for  life.     So  what  exactly  is  it  that  we  enable?  
  35. 35. Across  this  digitally  divided  India   The  digital   propagators.   The  digital   followers.   The  Early   adopters   The  Show-­‐off   Herds   The  Digital   Na9ves   The  digitally   dyslexic   The  digital-­‐ compromisers   Key  drivers:   •  Technology,  Glamour  &  status  of  digitronic  devices.   •  Affinity  to  tech-­‐though  leader  brands   •  Customized  service  &  cool  ambience   •  Service  which  understands  tech  and  can  answer   their  deep-­‐queries  of  the  intricate  tech  nature.   •  A  pamper  experience  in  shopping.   Key  drivers:   •  Technology,  purpose/value  of  technology  and  the  glamour   of  technology.   •  Simplifica9on  &  humaniza9on  of  technology   •  Customer  service  which  kills  digital-­‐in9mida9on  &  phobia.   •  Ambience  which  invites  with  a    casual-­‐warm  aatude..   •  A  place  where  bargaining  is  not  taboo  and  cheap,  window   shopping  and  “checking-­‐out-­‐only”  is  not  unwelcome..   Our  role  is  that  of  the  “curator”.  The  one  who  helps  digi-­‐curate  the  various  op$ons   available  &  help  the  consumer  pick  the  right  digital  solu$on  for  his/her  specific  need.   Hence,  we…  
  36. 36. Help  India  embrace  digital  posi$vely  &  purposively.   Our  purpose:   We  help  people  pick  the  right  digital  solu9on,  help  them  with  knowledge  on   how  to  employ  it,  install  it/ac9vate  it  and  ensure  its  op9mal  performance  for   as  long  as  is  possible.  
  37. 37. If  that  is  our  purpose,  how  does  BRANDED  Digital  Retail  Play  out  in  this?  
  38. 38. Conversa$on  flow   1.  Dawn  of  Digital  -­‐  impact   2.  Digital  Consumer  Scope   3.  The  larger  socio-­‐cultural  truth  we  can  own   4.  The  role  of  digital  Retail/e-­‐tail   5.  Digital  Retail/e-­‐tail  –  the  way  the  cookies   crumble  
  39. 39. Digital  Express  Vs  Reliance  Digital   The  digital   propagators.   The  digital   followers.   The  Early   adopters   The  Show-­‐off   Herds   The  Digital   Na9ves   The  digitally   dyslexic   The  digital-­‐ compromisers   Key  drivers:   •  Technology,  Glamour  &  status  of  digitronic  devices.   •  Affinity  to  tech-­‐though  leader  brands   •  Customized  service  &  cool  ambience   •  Service  which  understands  tech  and  can  answer   their  deep-­‐queries  of  the  intricate  tech  nature.   •  A  pamper  experience  in  shopping.   Key  drivers:   •  Technology,  purpose/value  of  technology  and  the  glamour   of  technology.   •  Simplifica9on  &  humaniza9on  of  technology   •  Customer  service  which  kills  digital-­‐in9mida9on  &  phobia.   •  Ambience  which  invites  with  a    casual-­‐warm  aatude..   •  A  place  where  bargaining  is  not  taboo  and  cheap,  window   shopping  and  “checking-­‐out-­‐only”  is  not  unwelcome..   Champions  digital  and  introduces  India   to  the  latest  in  digital  constantly  and   partners  the  digital  propagators.   Democra9ses  digital  and  helps  the   digital  followers  access  digital  &  enable   life..   Premium  Digital  Retail   Mass  Digital  Retail  
  40. 40. So  our  India  digital  retail  play  is:  
  41. 41. Strategic  purpose:  To  introduce  &  lead  the  latest  &  best  of  digital   and  help  the  digital  harbingers  access  the  best  that  digital   technology  has  to  offer  to  fulfill  their  life  needs  via  digital.   Strategic  purpose:  To  democra9ze  digital  and  help  the  common   man  embrace  digital  to  provide  solu9ons  for  their  life  needs..   Premium  Digital  Retail   Mass  Digital  Retail  
  42. 42. Lead  Digital  revolu$on  &   enable  life   Democra$ze  Digital  &   enable  life   Mass  Digital  Retail   Premium  Digital  Retail  
  43. 43. If  this  is  our  strategic  play,  lets  look  at  a  few  idea-­‐ provoca$ons  to  help  us  visualize  the  way  they  will   exist  &  thrive  individually:  
  44. 44. Premium  Digital  Retail  
  45. 45. The  feel  of  digital  express  
  46. 46. Futuris9c  &  fantas9c.     Elegant  and  sophis9cated.     Urban.     Serves  with  class,  personal  care  &  aLen9on.     Bespoke/Velvet  glove  service.     Edgy  &  youthful.     A  posi9vely  &  purposively  narcissis9c  brand,  which  is  asser9ve,  confident  &  an   expert.   The  texture:   Can  also  feature  Vertu  equivalent  in  the  future.  The  launchpad  of  4G.  
  47. 47. The  portal  to  Digital  future   (Championing  the  latest  of  digital)   Premium  Digital  Retail  
  48. 48. Idea  provoca$ons  
  49. 49. If  we  are  the  portal  to  digital  future…   •  Digital.tv:  We  will  be  hos9ng  a  Ted  talks  equivalent  of  a  monthly  digital-­‐future  show   on  YouTube  and  seeding  it  in  social  media  for  the  digital  propagators  to  follow  &   par9cipate  in.  Where  the  latest  gadgets  are  featured,  conversa9ons  around  digital   future  are  held,  future  products  are  reviewed,  apps  &  features  are  discussed.   •  DigiApps:  We  will  develop  digi-­‐express  apps  (across  pla{orms  –  iOS,  Android,   Windows  etc;)  which  can  help  Digital  propogators  check  our  store  out  virtually,  find   the  store  with  maps,  get  alerts  for  latest  technologies  featured  in  our  store,  CRM   points  &  any  special  discounts,  customer  complaints  &  customer  service  requests   and  link  them  up  to  our  social  media  to  propagate  social  advocacy.   •  Digital-­‐  Velvet  glove:  Come  home  &  give  you  a  special  demo  for  our  high-­‐end  home   theater  systems,  you  can  book  an  appointment  at  a  certain  store  with  a  certain   assigned  express-­‐service  manager  and  get  personal  care  &  aLen9on  etc;.   •  Tie-­‐up  with  banks  and  do  database  marke9ng  to  their  wealth  management  segment   of  customers.  
  50. 50. Mass  Digital  Retail  
  51. 51. The  feel  of  digital  retail  
  52. 52. Futuris9c  &  friendly.     Warm  and  efficient.     Family  (The  Mc  Donalds  of  digital  retail).     Bargains  are  welcome  &  we  understand  that  you  have  a  budget  J     Serves  with  understanding,  personal  care  &  pa$ence.     Comfor9ng  &  reassuring.     A  purposive  democra9c  brand,  which  is  helpful,  confident  &  an  expert.   The  texture:  
  53. 53. Mass  Digital  Retail  
  54. 54. If  we  are  about  democra$zing  digital…   •  Digital  Help.youtube:  We  will  have  video-­‐tutorials  helping  you  operate  the  internet,   tablets,  etc.  Have  a  Facebook  page  which  you  can  chat  with  our  helpers  with  any  of   your  queries.   •  Helpful  aiernoons:  The  elderly,  the  young  and  all  are  welcome  to  come  for  a   “understand  first  &  then  buy”  ini9a9ve  on  weekdays.  You  might  want  to  skype  with   your  NRI  son,  but  don’t  know  how  to  operate  Skype  on  a  tablet  and  don’t  know  how   wifi  works.   •  Digital  Family  hours:  Come  with  your  family  or  family  of  friends  and  we  wiill   understand  your  group-­‐needs  and  help  you  pick  the  right  digital  solu9ons.   •  Tie-­‐up  with  banks  like  ICICI,  co-­‐opera9ve  banks  to  reach  the  right  database.   •  Drive  giking  during  Diwali  and  other  special  occasions  like  Rakhi  etc;   •  Will  feature  ar9sts  who  will  generate  fancy  accessories  and  you  can  come  shop  9ll   you  drop  in  a  digital  flea  market.  
  55. 55. Digital  Retail  purpose:   Help  India  embrace  digital  posi$vely  &  purposively.   We  help  people  pick  the  right  digital  solu9on,  help  them  with  knowledge  on  how  to  employ  it,  install   it/ac9vate  it  and  ensure  its  op9mal  performance  for  as  long  as  is  possible.  
  56. 56. Conversa$on  flow   Thank  You   #wolfSIGHTS     @wolfzhowl  

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