With a smartphone in hand and a mobile-first mentality, the modern Indian customer wants a personalized experience that suits their needs. As a result, companies have had to change, leading to a varied journey that seamlessly moves across different channels. For instance, take Croma; by linking their physical stores with their online presence, they have excelled in omnichannel marketing. Making their in-store inventory available online helps customers find products and see if they are in stock nearby. This creates a shared and smooth experience.
We can see this shift from “clicks to conversations,” where the brand acts not just as a seller but also as a helpful guide. Self-service is another aspect of this change. Customers can now address issues on their own instead of waiting for help. This is more than just basic FAQs in India; it’s a strategic move for growth. For example, Meta is training culturally aware AI chatbots to communicate in local languages and understand regional nuances. In a different sector, Narayana Health uses self-service kiosks to simplify patient billing and registration, cutting down wait times and improving the overall experience.
Another significant change is the shift away from straight selling and toward using valuable, non-promotional content to create an emotional connection. Delivering value without expecting an instant sale in exchange is the best method for businesses to gain customers’ loyalty. This trend appears to be thriving in India’s ever-changing online marketplace. For instance, companies such as Maaza employed AI and animation to create stories about happiness and everyday experiences that connected with consumers on an emotional level.
Similarly, Agoda provides genuine value outside of hotel bookings by using AI to offer carefully personalized holiday itineraries for users. They are conversations and not a sales pitch. They inspire, inform, and entertain, building a trusting relationship that lasts long after any special sale season is over. In a market where consumers are suspicious of overt commercialism, this tactic works well.
Naturally, such a shift is not without obstacles. Achieving a truly seamless, customized, and conversational experience requires overcoming a number of significant challenges, such as integrating disparate data and legacy systems and fostering an internal customer-first culture. In India, there are additional obstacles presented by the sheer market diversity, such as the use of multiple vernacular languages for content and budget limitations for many organizations.
But for retailers such as Reliance Retail and Flipkart, the investment in data-driven personalization has been rewarded. Reliance Digital uses real-time analytics to deliver personalized offers that have increased repeat purchase rates by 25%. Flipkart’s implementation of deep learning algorithms for real-time recommendations and even AR-enabled try-on features for events such as the Big Billion Days demonstrates how technology can be harnessed to deliver a truly personalized customer experience. The customer journey has evolved into a dynamic, two-way conversation that continues beyond the sale. And for the brands that got it right, the payoff is not merely a sale but a relationship that lasts.
Pooja Ambastha, Content/Copy Writer
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