Vice President and Head Americas- Retail, CPG and Logistics
Sandeep has over 14 years of operations, product management and IT consulting experience. He joined Infosys in January 2001 and has since, helped Infosys’ Retail, CPG & Logistics clients become more competitive by delivering results on large business-technology programs.
Sandeep has authored several white papers across Innovation, Business Transformation and Shared Services. He has been quoted in several publications including Forbes, Business Week, Supermarket News, CGT, Stores, and other industry journals.
Sandeep's audio blogs will focus on the Digital Consumer space, the potential of this trend and the road ahead.
The Digital Consumer – An Introduction
The digital consumer trend is more powerful than even the economic trend seen all over the world. Infosys feels that there are three keywords that are center of digital consumer trend. The three keywords are: N=1, i.e. the power of the individual; Self-service; and Co-creation. Here, consumer decides what, why, when, which and, how he wants a product.
Audio Case Study: Nestlé's Pilot Campaign
Nestle launched a marketing campaign in a very short lead time using an Infosys’ managed service on the Infosys Shopping Trip 360 platform, which enables the customers to choose and purchase from different product options. This successful campaign shows Infosys’ early investment in making the digital shift come alive.
Audio Case Study: Specialty Apparel Retailer Performs Strategic Enablement
A leading Specialty Apparel Retailer got a major ROI boost using Infosys to strategize the marketing experience for customers. The company provided store associates across 1,000 stores with interactive devices such as iPads. These devices helped associates find the right product for customers. Infosys helped right from concept, to strategy and implementation.
Audio Case Study: Large U.S. Retailer Expands Product Line and Customer Base
One of America’s largest broad-line retailers expanded its product lines using Infosys’ expertise. The mergers and acquisitions (M&A) giant consolidated its varied range of services into one platform. This grew their product portfolio as well as their customer base. The company is also rolling out mobile applications, including apps for iPad and iPhone.
Co-creation, Competition and the Ecosystem
A mobile campaign proposal can be made by any typical competitor. A traditional, India-based company, a global MNC, or a small creative shop. Each competitor’s approach towards the mobile campaign will be different and possess a different vantage view. Rather than looking at just one aspect of the campaign, co-creating with the customer can enable companies to match customer expectations better.
Focus Areas and Related Investments
Companies must analyze market trends to find additional value factors for their product. It always helps to evaluate how best-of-breed players combine in an ecosystem, make a business case and invest in wider areas of innovation. Any company can run a mobile campaign, but in-store awareness is where it counts.
Making the Case for a Social Media Platform
Infosys social networking platforms enable different entities within a company or across the business ecosystem to communicate. There are components such as technology, consulting and leadership, help desk, and transactional operations. These are shared services, creating global synergy for companies based on their needs.
Rise of the Digital Consumer
In the digital consumer era, marketing trends around mobility, digital marketing, digital commerce, and e-commerce are changing fast. Self-service — where consumers are dis-intermediating different intermediaries and directly going to the service or the content of the product they want is the norm. Most consumers trust peer ratings, friend’s opinions, or a consumer forum more. Retailers and CPG Companies are reacting to this trend and centering their marketing strategies around the digital consumer.
Investing in the Digital Economy
Investments in the Digital Economy are growing in proportion to the number of campaigns and the number of websites they support. Infosys has specialized skill sets and Centers of Excellence such as, Center of Excellence for iPhone, for BlackBerry, for Android, for Windows mobile etc. IP investments will be interesting, because of the business model. Ramp-up may be slower, but once the scale builds up, there is revenue aplenty.
Making Sense of the Numbers and Deriving a Target Market
Companies must analyze the total market size and get a good idea about IT expenditure, process, internal operations, consulting, platforms, software, and online. A typical retail and CPG company spends about 1%-1.5% of sales on IT. With new players emerging by the month, and establishing themselves quickly, it is imperative to understand the statistics and strategize accordingly.
Rules of Engagement and Pragmatic Execution
Solutions are built on solid business cases or based on conservative assumptions. Learning and engagement, matter. It is imperative that specific focus is placed on creating additional value and building sensible business models. There is always some execution risk involved. But then, as always, there will be new spaces and new challenges.
The Infosys Investment
Infosys provides dynamic specialized service offerings for rapidly accelerating trends using an innovation pipeline. Several clients have leveraged Infosys for end-to-end engagements: from strategy to implementation and support. Frequently and regularly, Infosys reviews new ideas, new offerings, new specialized skills, new centers of excellence and trains people on new technologies to keep pace with the rapid changes in the market.