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Video interview series of CXO’s highlighting best practices
Atul Chand
Chief Executive- Lifestyle Retailing Business
ITC Ltd.
On nurturing and maintaining their prospect/lead base.
A customer visits various sites and also has the option to enroll into our loyalty program; here they share certain information and details about themselves. Their personal data is captured when they enroll into a program and their behavioral patterns are traced as well. Their behavior gives us a sense in terms of their preferences and likes. Most people nowadays visit and use social media, so you would have to be able to listen to the off-cut informal questions posed by customers say on LinkedIn or stories shared on Facebook and comments posted on Twitter. Henceforth, there is a fair amount of data that is available on the digital space. Now the idea would be to harness this particular information and convert or make sense out of it so that this information can be relevant advocacy for your brand. Of course there are other digital spaces like E-commerce sites/our own digital channel or when you’re working with your own E-commerce partners where you could be involved in paid media- here browsing occurs and queries arise. Finally, all of this should be wrapped up into a context which would enable the brand to achieve its own objectives.
“Their personal data is captured when they enroll into a program and their behavioral patterns are traced as well.”
The post New Age Marketing: Atul Chand, Chief Executive- Lifestyle Retailing Business, ITC Ltd. appeared first on Paul Writer.
