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Technology In Sales For Brick And Mortar Businesses By Arup Ray At Great Indian Marketing Weekend (GIMW), 2014

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Great Indian Marketing Weekend (GIMW), 2014 played a pivotal role in bringing 50+ CMOs, VPs, Business Heads as mentors with the clients and agencies over a weekend. This event shared some great into modern day marketing.

During the event, workshop was conducted on ‘Technology In Sales For Brick And Mortar Businesses’ by Mr. Arup Ray, Glaxo. Some of the key takeaways from the this amazing session were:

  • With rapid evolution of technology from last decades the focus shifted from process to performance.
  • 3 key drivers are: retailing productivity enhancement, optimizing investment of resources and leveraging digital merchandising.
  • Since 2000, focus is shifted to productivity from process.
  • 2 % – 3 % incremental top line with the help of technology.
  • Leveraging ‘Time – Stamping’ technology bestows executive dashboard on field force daily performance which leads to on-time action which results into 1 % – 2% incremental top line.
  • Few challenges faced by CPG companies are:
  1. The Helicopter View: Every thing look the same.
  2. Getting Organizational Priorities Right: Prioritize areas for technology investments for accelerating business value.
  3. Talent Crunch: Team which is knowledgeable in 3 main areas viz., Business Process, IT, and Modelling / Analytics.
  • 3 Success Factors: Right data, right modelling capability, and right transformational program.

Thus, this amazing session gave insights of how technology is impacting sales for Brick and Mortar Businesses.

  • Digital-Marketing

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