Do Indian brands need digital strategies? Yes they do.

1. The age of digital
consumption.

2. With half our population under 25, India is a young country and these
millennial will change the way we consume. Let’s hear from them.

3. Our world meshes seamlessly across the physical and
digital spaces.
Nielsen says the millennial spend over
half their waking hours online.
Internet access is already mobile first.

4. We live in the brick and click world.

5. Doing real world tasks online saves tome and we connect
and consume 24 x 7.

6. Our digital marketplace allow consumption of content,
product and services all under one roof.

7. We form 60 percent of the internet user base and our connectivity
will not dip with onset of career and family.
How will we achieve this?

8. Well some things will just fall in place.

9. While for the rest, the environment will evolve.
It’s ok to take a 10 minute break to
order the shoes I liked,
or keep in touch and be heard in real
time.

10. Workplace etiquettes are evolving on an open architecture.

11. As consumers, we will gravitate towards brands that can
service us a time and place of our choosing.

12. We broadly fall into two groups, those with physical access
and those without.
Our choice to shop on or offline is
based on convenience.
We shop online for the convenience
of access.

13. Together we will change consumption patterns from touch
and feel to convenience.

14. We are the tomorrows consumers and will account for 80
percent of consumption, within the next seven years.
40 percent of our total spend will be online. From
paying bills, to ordering groceries, booking tickets to
shopping, everything that saves time, will be done
online.

15. Are you ready for the age of digital consumption?

16. Give any millennial Rs. 1,000 today and chances are they
will spend it online.

17. Brands need to look beyond the current B 2 B channels,

18. and focus on the consumer seeking omni channel
experience. Order from anywhere to deliver anywhere.

19. Are brands hiring talent with the right skill sets?
This shift from brick, to brick and click requires a paradigm
shift in mindset. Structures and processes need to evolve.

20. Digital channels gives a brand absolute reach to its
consumers.
Demand gets fragmented beyond
tier 4 cities.
You can’t open an outlet for 10
customers, but all 10 can be
serviced online.

21. Each channel has a unique channel cost, the difference between
the shelf price and the brands selling price to the channel.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Brand
Retail
Multi
Brand
Franchise Digital
B2B
Digital
B2C
Channel Cost
Channel Cost
Channel cost for brand retail is the occupancy
and operational costs.

22. Today online sales are under 2% of total retail.
89.0%
9.5%
1.5%
Retail Market 2015
Unorganized 89%
Organized 9,5%
Online 1.5%

23. In a decade India will be a $ 3.5 trillion economy and digital
commerce will be a $ 400 billion marketplace.
67%
21%
12%
Retail Market 2025
Unorganized 67%
Organized 21%
Online 12%

24. Digital consumption is here to stay.
Consumer
• Consumption is about convenience.
• Access to anytime, anywhere consumption.
Environment
• Proliferation of mobile devices and broadband.
• An evolving marketplace.
• An evolving workspace.
Brands
• Need to move from brick to brick and click mindset.
• 24 x 7 connect with its consumers.
• Offers consumers omni channel experience.

25. Digital strategies are about identifying, acquiring, engaging
and servicing your consumers online.
Identify Acquire Engage Service

26. Digital marketing is about identifying, acquiring and
engaging consumers online.

27. Robust and holistic digital strategies will deliver growth.

28. Digital supply chains service online consumption.

29. Brands need robust digital supply chains to meet customer
expectations. Anywhere delivery in 1 to 3 days.

30. Brands need sound digital strategies built around
infrastructural weaknesses and challenges.

31. Thank You
Arun Dhawan
Spectra International