Consumer LEADS October 2018 For Private circulation only - Massmerize 2019

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Consumer LEADS October 2018 For Private circulation only - Massmerize 2019
Consumer LEADS
October 2018
For Private circulation only
Consumer LEADS October 2018 For Private circulation only - Massmerize 2019
Consumer LEADS

Foreword by Deloitte
Consumer businesses are witnessing            Although the consumer businesses can
evolutionary changes in India. Frequent       be seen to relish strong growth dynamics,
disruptions in the retail, FMCG and           it becomes extremely important for
e-commerce sectors have become                companies to introspect their business
a norm. These evolutions, driven by           strategies and remain competitive in
technology and changing consumer              the market. Formulating strategies to
shopping behavior, present lucrative          suit the demands of the consumers,
opportunities in the consumer markets         and sustaining the brand’s social,
not only for traditional players but also     environmental and economic growth
for multi-national brands and modern          requires agility in thought-process and
& upcoming consumer companies.                a constant relook at the operations to
The retail, FMCG and e-commerce               make further improvements. One cannot
sectors in India provide a vast scope of      ignore the dynamics around ‘brand’
improvement throughout their value            which is a critical driver for this industry.
chains – from sourcing, manufacturing,        It is in this backdrop, that this report
packaging and distribution to logistics       ‘Consumer LEADS’ attempts to
and delivery. The time is thus ripe for       decode the complexity presented
witnessing the true potential of growth in    by the multitude of opportunities
this sector.                                  in the consumer space. The report
                                              delves into the consumer behavior
While the supply and demand factors           and characteristics to enlighten the
are expected to accelerate the growth         readers about the rapidly evolving
in consumer markets, the government           market environment. It throws light on
is also providing continuous support to       prioritizing brand tactics through select
make the business environment more            business practices and case studies which
conducive for companies operating in          would help companies in reflecting their
this space. Developments related to           consumer strategies to face the highly
infrastructure – electricity, transport,      competitive environment.
housing; digitization of processes and
economy; skill enhancement; regulations
pertaining to segments of consumer
sectors; etc. are facilitating the growth
of consumer sectors. These are normally
referred to as the pillars of the Industry.

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Consumer LEADS                                                                                                                                                                                                                              Consumer LEADS

Foreword Deloitte                                                                                                                Foreword FICCI
                                     These are exciting times for the CPG and      who) and the “how” in retail. Brands and                                         Retail, FMCG and E-Commerce industry         increased. Such fast-changing consumer
                                     Retail sectors, with change being the only    retailers will need to re-learn the shopper                                      in India have undergone a sea change         preferences alongside changes seen at
                                     constant. Evolutions in the form of new       journey for their categories, especially                                         over the last decade owing to a more         the technological front demands for the
                                     channels for selling products, innovative     as omni-channel consumption creates                                              conducive policy environment, favourable     evolution of the industry. Owing to this,
                                     packaging solutions, immersive                a demand for seamless shopping and                                               demographics, growing consumer               organizations have started becoming
                                     experiences in shopping driven by AR and      consumption experience from their                                                aspirations, rapid urbanization and          more adept and are working towards
                                     VR, deeper understanding of shoppers          customers.                                                                       increased digitization. Liberalization of    providing a more experiential, seamless
                                     through analytics, growing ‘at home’ trial,                                                                                    policies and processes has helped attract    and customised experience for its
                                     rise of “peer to peer” marketing, and         The changes also mean greater                                                    a number of global and domestic Retail,      customers.
Rajat Wahi                           ever shortening product life cycle, are       challenges for both existing and new          Dilip Chenoy                       FMCG and E-Commerce players to invest
Partner                              leading to a continually changing market      players in CPG & Retail. They can no          Secretary General                  in India.                                    With the consumer landscape fast
Deloitte Touche Tohmatsu India LLP   landscape. This is not only creating          longer ‘stand still’ and expect to reap the   Federation of Indian Chambers of                                                evolving, Retail, FMCG and E-Commerce
                                     opportunities for existing players to find    benefits of a new product launch or a         Commerce and Industry (FICCI)      Conducting business seamlessly is            industry is going through an exciting
                                     new ways of reaching and interacting with     new channel strategy, as they did in the                                         a subject that is assuming greater           phase wherein the focus is on the
                                     their consumers, but also allowing new        past, and have to continually innovate                                           importance and is dominating the             consumer. Increased personalization
                                     entrants (who in the past had very limited    to stay ahead of the game. This is likely                                        economic and business discourse in the       being at the centre of an organization’s
                                     access to the market, and had to rely on      to put even more pressure on the new                                             country. With India looking to position      marketing activities, increased hyper-
                                     a long process of negotiations to get their   entrants, who may have an immediate                                              itself as an attractive investment           segmentation will require serving the
                                     product event listed in retail) to directly   success from a new innovation in the                                             destination, it is important to deliberate   consumers at the individual level. With
                                     reach their shoppers/consumers. Above         market, but their ability to sustain the                                         upon the opportunities that exist in terms   companies working on customized
                                     all, the power is shifting from brands        success and to compete with other new                                            of doing business in the country. Further,   strategies for different consumer groups,
                                     and retailers to consumers, and we are        entrants as well as the existing players,                                        in recent times the subject of promoting     it is essential to better understand the
                                     going from an era of B2C to C2B, with the     will depend on how quickly they can                                              and adopting sustainable and responsible     consumer mindset.
                                     consumers firmly in the driving seat.         adapt.                                                                           business practices has also gained
                                                                                                                                                                    greater importance.                          With personalization & innovation
                                     While the overall retail market in India      We have tried to address many of these                                                                                        becoming key drivers of success for the
                                     is expected to reach $1.2 trillion in the     opportunities and challenges through                                             In view of this, FICCI Massmerize provides   industry, the FICCI-Deloitte report that
                                     next 5-8 yrs, modern retail is expanding      this white paper Consumer LEADS, where                                           a perfect platform to initiate a dialogue    has the underlying theme of ‘’Consumer
                                     its footprint across India and is expected    we talk about the importance of Learning                                         between government and Retail, FMCG,         LEADS’’ is an attempt at decoding the
                                     to reach 25% of total retail sales (from      from consumers/millennials, Engaging                                             and E-Commerce sectors on various            consumer of today and thereby help
                                     the current ~10%). At the same time,          with them, Accelerating digital and                                              regulatory issues and macro-economic         businesses to innovate, strategize and
                                     ecommerce is expected to double its           analytics investments to better connect                                          and consumer trends. It also helps           engage better with customers.
                                     share to 10-12% of total retail sales in      with them, continuously Delivering                                               encourage proactive participation and
                                     the same period. This change in the           value to them, and building Sustainable                                          involvement of businesses and people to      I am hopeful that the report and the
                                     retail landscape is significantly impacting   practices that preserve the planet.                                              the larger social and economic goals that    deliberations of the conference will
                                     the 5Ws (where, when, why, what and                                                                                            the nation envisages for itself.             provide guidance to the industry and help
                                                                                                                                                                                                                 shed light on the contemporary issues
                                                                                                                                                                    With the rapid proliferation of brands,      that the industry needs to focus upon
                                                                                                                                                                    the number of choices available to           to help meet the fast-evolving customer
                                                                                                                                                                    the Indian consumer has immensely            expectation.

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Consumer LEADS                                                                                                                                                                                                                                    Consumer LEADS

Executive Summary                                                                                                                           Message from FICCI
                                                                                                                                            Retail & Internal Trade
                                                                                                                                            Committee Co-Chair
Consumer markets, especially in the            consumers throughout their shopping             they fail to respond to the constantly
emerging economies, are undergoing a           journey, there is also a need for them          changing needs and demands of the
phase of disruption and evolution. These       to identify and cater to the ‘Consumer          consumers. It is in this light that the
changes, driven majorly by technology          LEADS’.                                         report – Consumer LEADS, outlines the
and connected ecosystems, have put the                                                         importance of various factors affecting
consumers and their buying experiences         In the fast evolving consumer markets           the consumer markets in India and
at the forefront. While it is imperative for   landscape, the probability of brands            globally.
                                                                                                                                                                        India has an increasing opportunity for      personalised content to encourage them
the brands to remain connected to the          becoming obsolete is relatively high if
                                                                                                                                                                        consumer markets, owing to its young         for repeat visits. In the current digital age
                                                                                                                                                                        demographic dividend – nearly 70% of the     where consumers are getting cash rich
                                                                                                                                                                        country’s population falls below the age     but time starved, instant gratification

                                                      CONSUMER                                                                                                          of 30 years. Further, the youth is more
                                                                                                                                                                        exposed to content, is more digitally
                                                                                                                                                                                                                     is another aspect being worked upon
                                                                                                                                                                                                                     by brands rigorously through various

         L                            E                           A                            D                           S                                            connected and possesses knowledge
                                                                                                                                                                        on their fingertips. It is thus, now, not
                                                                                                                                                                        just about retailing your products and
                                                                                                                                                                                                                     channels of communications. To stay
                                                                                                                                                                                                                     ahead of this rapid evolution, consumer
                                                                                                                                                                                                                     companies need to embrace agility
                                                                                                                                            Mr. Shashwat Goenka         services to the customer, but keeping up     not just in operations, but in overall
                                                                                                                                            Co-Chair, FICCI Retail &    with fast evolving tastes and preferences    management.
                                                                                                                                            Internal Trade Committee    of the consumer.
                                                                                                                                            and Sector Head - Retail,                                                As we progress further into this era of
                                                                                                                                            RP Saniiv Goenka Group      With greater use of technology, especially   the digitally omnipresent consumer, we
                                                                                                                                                                        in retail, consumers’ shopping journey is    have to adopt an approach to customer
                                                                                                                                                                        becoming more experiential. Brands are       centricity, where we, as consumer
                                                                                                                                                                        responding to this evolution, by making      companies, Learn from the new-age
 Learn from millennials            Engage with              Accelerate digital            Deliver value and        Sustainable practices                                the consumers’ journey less transactional    consumers, Engage actively with them,
   for innovation and         consumers to enhance        investments to cater            convenience to be        to deliver responsibly                               and are leveraging omni-channel ways         and Accelerate our digital investments
         strategy                brand connect            to new-age shoppers                competitive                                                                to enable their purchases. The advent of     to Deliver value and convenience, at
                                                                                                                                                                        technology has also enabled companies        the same time maintaining Sustainable
                                                                                                                                                                        for individual and precision marketing,      practices to meet these ends.
The report delves into key action items        •• Developing a perspective for the brands      sectors; globalisation, trade and access                                 offering their consumers with relevant
for brands, demonstrated through best-            to accelerate their investments in digital   to world’s markets are likely to ensure
practices and select case studies:                and technology so as to address the          that the emerging countries, including
                                                  new-age consumer needs.                      India, are not left behind in the race to
•• Showcasing how the youth in the
                                                                                               reap the benefits of technology. The
   country are influencing the traditional     •• Providing best practices and case study
                                                                                               government’s role is critical to provide
   buying behaviour, and the need for             examples for brands to refurbish their
                                                                                               an enabling environment for these
   brands to work constantly to cater             value propositions to resonate with the
                                                                                               technology-driven companies to thrive
   to these altering needs through                consumers’ values and beliefs.
                                                                                               in the country. A collaborative model,
   innovation and prioritisation.
                                               •• Highlighting the importance of               where the policies and regulations by the
•• Highlighting the importance of                 sustainable practices to ensure that the     government and the modern technology
   transforming the entire shopping               brands conduct responsible businesses.       and infrastructure by the industry, would
   journey of the consumers – awareness,                                                       enhance the overall buying experience of
   consideration, purchase, aftersales, and    While the developed economies in the            the consumers and will help in realising
   loyalty – to make it more engaging and      world lead in terms of embracing and            the true potential of the consumer
   immersive for consumers.                    leveraging technology in the consumer           markets, India offers.

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Consumer LEADS                                                                     Consumer LEADS

                 Contents
                 India on progressive growth track                                          11
                   India's GDP growth surpassed China's in 2018 and
                   it became the fastest growing major economy again                        12
                   Strong demographics are expected to
                   supplement India’s growth story                                          12
                   Increasing consumption to drive growth in consumer sectors               18
                 Consumer LEADS                                                             23
                 Learning from millennials for innovation and strategy                      27
                   Idle to Agile: shaping the future of consumer markets                    30
                   From showrooming to webrooming:
                   streamlining your channel strategy                                       34
                 Engage with consumers to enhance brand connect                             39
                   Experiential retail: confluence of entertainment and shopping            40
                   Tribetailing: leaping beyond mass customization                          46
                   Redefining luxury: from made to order
                   products to a wow! experience                                            50
                 Accelerate digital investments to cater to new-age shoppers                53
                   Contactless to connect more: advent of touchless                         54
                   Visible to all, hackable by none: New age security platforms             59
                   Accelerating digital investments: Role of the government                 63
                 Deliver value and convenience to be competitive                            67
                   Connecting the dots: Resonating core brand values                        68
                   Valuing the consumer shopping cycle                                      71
                 Sustainable practices to deliver responsibly                               77
                   Brands shouldering the responsibility of giving back                     78
                   The green journey                                                        79
                 Way forward                                                                85
                   Recommendations                                                          85
                 Conclusion                                                                 86
                 Acknowledgements                                                           87

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Consumer LEADS                                                                                  Consumer LEADS

                 India on progressive
                 growth track
                 India is one of the world’s fastest growing major
                 economy with an increasing GDP. While the country’s
                 growth dipped in the immediate aftermath of
                 demonetisation, it has recovered to surpass China and
                 became the fastest growing economy globally.

                 India’s GDP has been growing at a steady rate
                 Growth numbers in %

                       10.8                                         11
                                                  9.9                               9.5

                                                           8
                               7.5
                                                                         7.1
                                                                                          6.5

                        FY 14-15                  FY 15-16          FY 16-17        FY 17-18

                                               Normal GDP                Real GDP

                 Source: CSO, MoSPI, GoI, accessed in April, 2018

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Consumer LEADS                                                                                                                                                                                                                                                                                                         Consumer LEADS

     India's GDP growth surpassed China's in 2018 and it became the fastest growing major economy again                                                                            Rural areas present a promising opportunity for consumer markets

       •• Indian economy started to show signs                            •• IMF estimates Indian GDP growth for
          of growth in FY17-18, by a swift rise                              2018 at 7.4%. Similarly, the revised                                                                  Contribution by rural areas
          in manufacturing, construction and                                 Union budget estimates also estimate
          services industries.                                               the GDP growth to be over 7.2%.

     Real GDP Growth - numbers in %

                                        Demonetization:
                                           8 Nov’16
          9                                                                                                                                                       8.1
                                                       6.9                                                7.8
          8                       7.1                                             7.4
                                                        6.7                                                                                  7.9
          7                                                                                               6.4                                6.3                   6
                                                                                  6.6                                                                                                 Nearly two-                  ~170 million                 ~50% GDP                     ~40%                  Nearly 50% two-        Around 45%
          6
                                                                                                                                                                                     thirds, or 68%                households                  contribution               FMCG sales              wheelers and 30%          telecom
          5                                                                                                                                                                                                                                                               contribution                                    contribution
                                                                                                                                                                                       population                                                                                                   four-wheelers
          4                                                                                                                                                                                                                                                                                        contribution by
                                                                                  2.9                     2.7                                                                         contribution
          3                                               2.3                                                                                                                                                                                                                                          volume
                                  1.5                                                                                                        1.9                  1.7
          2
          1
          0
                                                                                                                                                                                                                                                              Why rural
                                  2016                 2017                      2018P                   2019P                             2020P                2021P                                                                                        markets will
                                                                                                                                                                                                                                                             continue to
                                                                       India             China                  US
       Source: IMF, accessed in August, 2018
                                                                                                                                                                                                                                                              thrive in
                                                                                                                                                                                                                                                               future?

    Strong demographics are expected to supplement India’s growth story

     Factors such as high youth population,                            drive the growth in consumption which
     increase in working force, rise in number                         is expected to supplement the Indian
     of households, increasing urbanisation                            growth story.
     and greater per capita income could

     Increase in working population* to provide impetus for higher income

                                                                                          1,705                                            •• India has a median age of 27,
                          1,800                                                                                      40
                                                                                                                                              which is relatively lower than the
                                                                                                   37
                          1,600                                                                                      35                       median age in major economies of
              (million)

                                                                  1,394
                          1,400          1,311                                                                                                the world
           (million)

                                                                           30                                        30                                                                                Accessibility                                          Affordability                                      Awareness
                                                                                                                                 (years)

                                                                                                 1,145
                          1,200                   27                                                                                       •• Population is expected to grow
                                                                                                                              (years)

                                                                                                                     25
   Population

                                                                          952                                                                 with a relatively young working
                          1,000                  860                                                                                                                                            Better road connectivity                               Better infrastructure has                             Greater penetration of
Population

                                                                                                                          AgeAge

                                                                                                                     20                       population
                                                                                                                                                                                                  has made it easier for                               allowed rural consumers                                 phones and internet
                           800
                                                                                                                     15                                                                         rural population to reach                                    to explore non-                                (mobile data) has led to
                           600                                                                                                                                                                   bigger towns – implying                                 agrarian employment                                  increased awareness
                           400                                                                                       10                                                                           greater consumption                                   opportunities – leading
                                                                                                                                                                                                                                                          to higher disposable
                           200                                                                                       5
                                                                                                                                                                                                                                                                 incomes
                             0                                                                                       0
                                           2015                      2025                    2050                                                                                  Source: Planning the route to growth in rural markets, Nielsen, 2018; Govt. of India Census 2011; IBEF; Media articles

                                   Total population             Working age population            Median age

     *
      Working population: All people between the age group of 15-64
     Source: UNDP Asia Pacific HDR 2016; Census India, World Bank, MoSPI, Make in India, accessed in April
     2018

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Consumer LEADS                                                                                                                                                                                                                                                                          Consumer LEADS

    Increasing number of households with reducing household size to increase demand                                                                                          Increase in disposable income is increasing consumption, leading to a rising proportion of discretionary spends

                      35                                                                              6
                               5.6         5.6                                                                                                                                                  Discretionary expenses                                               Basic expenses
                                                          5.3
                      30                                                4.9                                                                                                               Share expected to rise from 35% in

                                                                                                                         (members)
                                                                                      4.8             5                              •• Number of households are

                                                                                                                    size(members)
                                                                                                                                                                                                 2015 to 45% in 2025
                                                                                            4.6                                         increasing with a reduction in
           (crores)

                      25
Households(crores)

                                                                                                      4                                 household size

                      20                                                                                                             •• This indicates increase in nuclear
                                                                                                                                                                                    4% Furnishing

                                                                                                          Householdsize
                                                                                                      3                                 families leading to higher
Households

                      15                                                                    30.4                                        demand                                      4% Education & Entertainment

                                                                                                          Household
                                                                                  27.0
                                                                    24.7                              2                                                                             10% Apparel
                      10                              18.7
                                        14.8                                                                                                                                        10% Personal products & services                                                        40% Food & Beverage
                       5    11.9                                                                      1

                                                                                                                                                                                    6% Healthcare                                      620 Bn
                       0                                                                              0                                                                                                                                 2007
                            1981        1991          2001         2011           2015      2025P

                                     Number of households                   Size of households
    Source: UNDP Asia Pacific HDR 2016; Census India, World Bank, MoSPI, Make in India, accessed in April 2018
                                                                                                                                                                                                                                                                            12% Housing & Utilities

                                                                                                                                                                                                                                                                            19% Transport

                                                                                                                                                                                    4% Furnishing
     Per capita income is expected to increase at CAGR of 10.2% to reach INR 2,66,500
                                                                                                                                                                                    6% Education & Entertainment
     by 2025

                                                                                                                                                                                    5% Apparel
                                                 P er ca pit a in com e (IN R )
                                                                                                                                                                                                                                                                            34% Food & Beverage
                                                                                                                                                                                    11%Personal products & services
                                                                                            266,500                                                                                                                                    1,235 Bn
                                                                                  %
                                                                             0. 2                                                                                                                                                        2015
                                                                       G   R1                                                                                                       9% Healthcare
                                                                     CA
                                                                       169,000
                                                                                                                                                                                                                                                                            12% Housing & Utilities

                                               111,085
                           91,780                                                                                                                                                                                                                                           19% Transport

                                                                                                                                                                                   4% Furnishing

                                                                                                                                                                                    9% Education & Entertainment
                           2010                  2016                   2020F                2025F
                                                                                                                                                                                                                                                                            25% Food & Beverage
    Source: Media articles                                                                                                                                                          5% Apparel

                                                                                                                                                                                    14% Personal products & services                  4,000 Bn
                                                                                                                                                                                                                                         2025
    Steady growth in household earnings is                        income households are likely to drive                                                                                                                                                                     10% Housing & Utilities
    expected to further drive consumption                         an increase in discretionary spends and
    growth. India’s burgeoning middle                             create a shift in consumption patterns.                                                                           13% Healthcare

                                                                                                                                                                                                                                                                            20% Transport

                                                                                                                                                                             Source: NITI Aayog, MOSPI, Deloitte report

    14                                                                                                                                                                                                                                                                                                  15
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Consumer LEADS                                                                                                                                                                                                                                               Consumer LEADS

Evolution of consumer households                   The households in India have evolved                                                     Further, with the advancement of technology and owing to increased connectedness globally, the households are expected to evolve
Advancement of technology, preference              from typically consisting of 4-5 major                                                   into a network of inter-communicating devices:
for convenience and increased disposable           consumer appliances during 1990s to
incomes are seen to have led the                   nearly 12-15 appliances today.
                                                                                                                                            Households envisioned in the future..
evolution in consumer households.
                                                                                                                                            (2025)
How the households have evolved over time..
     Represents percentage of household electrified in India

                   Typical traditional households                                                Current households
                             1980s-1990s                                                               (2018)
                                                                                                                                           Smart Security                 Convenience                  Smart Devices              AR/VR & AI            Custom designs
                                                                                                                                                                          redefined                    •• Smart appliances        •• Virtual gaming,
                                                                                                                                           •• Facial                                                                                                    •• 3D printed bespoke
                                                                                                                                              recognition                 •• Natural interfaces                                      shopping,             designs
                                                                                                                                                                                                       •• Smart meters/
                                                                                                                                                                             (voice & gesture)                                       experience, etc.
                                                                                                                                           •• Drones                                                      sensors                                       •• Re-designable
                                                                                                                                              patrolling                  •• Inter-                    •• Natural interfaces      •• Bot assistance        lightings and fixtures
                                                                                                                                                                             communicating
      ~80 mn nuclear          Joint & simple        Homogenous                 ~165 mn nuclear          Individual     Heterogeneous       •• Robotic alarms                                                                                            •• In-wall audio-visual
                                                                                                                                                                             devices (wireless)
         families            decision making        consumption                    families          decisions based    consumption                                                                                                                        equipment
                                                 Similar consumption                                   on research        Specialized                                                                                                                   •• Biodynamic lighting
                                                 patterns across age-                                                  products for each
                                                                                                                                                                                                                                                        •• Retractable roofs
                                                        groups                                                            age-group
                                                                                                                                                                                                                                                           and windows

             Broad product/            Quality variability built                  Premium micro-markets          Value-for-money
         regional segmentation         into purchase decision                        with urban centers             variability

                                65%                                                                   ~90%
                                                                                                                                                                                                         100%
                 5-6 major appliances per household                                         12-15 appliances per household
                                  TV                                                         TV(s)         Washing Machine
                               Air cooler                                                    AC(s)             Desktop
                              Refrigerator                                             Refrigerator            Laptops
                                                                                                                                                                                          Smart homes with inter-connected appliances
                             Radio/Stereo                                             Music system           Water heater
                            Washing machine                                          Landline phone          Water purifier
                            Landline phone                                            Mobile phones         Digital camera
                                                                                                                                            Source: Deloitte analysis; media articles
                                                                                                                   …

Source: Deloitte analysis

16                                                                                                                                                                                                                                                                         17
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Consumer LEADS                                                                                                                                                                                                                                                                        Consumer LEADS

       Increasing consumption to drive growth in consumer sectors                                                                               While traditional format dominates the retail market, share of organized segment is rapidly growing.

       Favourable macro-economic indicators and rapid growth in consumption is
       driving the growth of retail sector as a whole                                                                                                                                  2017                                                                              2021f
                                                                                                                                                                                                                2017                                                                      2021f

        In dia n r et a il m a r k et
        - by value (USD billion)
2000

                                                                                 CAGR
1800
                                                                                 7.8%                                                                                                                                                                                                             18%
                                                                                                                                                                                                                                                                                                                18%
1600

                                                                                                                                                                                      U SD 795                 9%                                                     U SD 1,200
                                                       CAGR                                                                                                                                                    U SD 795              9%                                                U SD 1,200
                                                       10.8%                                                                                                                           billion                                                                          billion
1400

                                                                                                                                                                                                                billion                                                                  billion
                                                                                                                                                                                                                                                     75%             75%
1200
                                                                                                                                                                                                           3%                       3%
1000
                             CAGR                                                                                                                                  88%                         88%                                                                                                7%            7%
                             13.9%
800
                                                                                                   1,750

600

                                                                     1,200
                                                                                                                                                                                          Traditional         Organized (excluding E-commerce)
400

                                           795                                                                                                         Traditional                       Organized   (excluding E-commerce)             E-commerce* E-commerce*

200

                 365                                                                                                                            Source: KONNECTED to consumers; Economist Intelligence Unit, accessed in April 2018; Media articles; Indian Retail Industry: Growth, Trends, Challenges, and
                                                                                                                                                Opportunity, India Retailing, 16 November 2017; Deloitte analysis.
  0

                 2011                     2017E                      2021F                         2026F                                        Note*: e-commerce market here refers to sale of products and services through electronic transactions, home shopping is considered a part of e-commerce.

       Source: KONNECTED to consumers; IBEF; Media articles; Indian Retail Industry: Growth,
       Trends, Challenges, and Opportunity, India Retailing, 16 November 2017; Deloitte analysis
                                                                                                                                                E-tailing# is expected to grow rapidly in India, the growth is expected to be one of the
                                                                                                                                                fastest in Asia as well as globally at a CAGR of over 30% in the period 2016-21
       •• India is Asia’s third largest retail                 – thus presenting massive investment
                                                                                                                                                                                                                    E-t a ilE-tail
                                                                                                                                                                                                                              m a rmarket
                                                                                                                                                                                                                                   k et in in
                                                                                                                                                                                                                                            Asia
                                                                                                                                                                                                                                              Asia
                                                                                                                                                                                                                                                  (2016)
          market and world’s fourth largest                    and business opportunities.
          after the US, China and Japan.                                                                                                                                                                                                                                  B u bble-size represents
                                                             Food and grocery accounts for the                                                                                                                                                                            e-commerce market
       •• It is one of the fastest growing major             majority share of the retail market in                                                                       40.0%
          economies in the world, leading to high            India followed by apparel and footwear,
                                                                                                                                                                          35.0%                         E-commerce market in India is well-placed,
          growth in consumer and retail markets              and consumer durables and IT segments:
                                                                                                                                                                                                        presenting one of the fastest growing market                 India
                                                                                                                                                                          30.0%                         in Asia-Pacific, as well as globally

                                                                                                                                                   E-tail market growth
                                                                                                                                                                                                                                 Share of Indian e-commerce

                                                                                                                                                    (CAGR, 2016–21F)
       Category wise breakup of total retail market                                                                                                                       25.0%
                                                                                                                                                                                                                                 market in Asia-Pacific is
                                                                                                                                      2.0%                                                                                       expected to grow from
                                                                                                                                 3.7%                                     20.0%                                                  current 2-3% to 6-7% by 2021
                                                 65.0%                                                9.8%      9.2%      7.1%                                                                            South Korea
                                                                                                                                    2.7% 0.5%
                                                                                                                                                                          15.0%                          Hong Kong                                                                  China

              Food & grocery                      Apparel & footwear                  Consumer durables & IT           Jewelry & accessories                              10.0%
                                                                                                                                                                                                      Taiwan

              Health & entertainment              Home décor & furnishings            B eauty & personal care          Others                                              5.0%            Japan

       Source: KONNECTED to consumers; Economist Intelligence Unit, accessed in April 2018                                                                                 0.0%
                                                                                                                                                                               0.0%           10.0%        20.0%            30.0%         40.0%            50.0%     60.0%           70.0%           80.0%

                                                                                                                                                                                                                       E-tail market growth (CAGR,
                                                                                                                                                                                                                                 2011–16)
                                                                                                                                                Note#: e-tail refers to e-commerce, excluding travel and event transactions
                                                                                                                                                Sources: KONNECTED to consumers; Deloitte analysis

       18                                                                                                                                                                                                                                                                                                  19
Consumer LEADS                                                                                                                                                                                                                                                         Consumer LEADS

Indian e-commerce market – on a high growth trajectory.                                                                                        Key trends in the Indian e-commerce space include:
Values in USD billion

In dia n e-com m er ce m a r k et                                                                                                                            Government initiatives gaining momentum
                                                                           CAGR 19%

    250                                                                                                                                                       Government recently launched four major initiatives – Digital India, Skill India, Startup India and India Innovation
                                                                                                                                                              Fund – these are likely to facilitate growth of e-commerce
                                                                                        200
    200

                                                   CAGR 32%                                                                                                  Competition leading to consolidation
    150
                                                                                                                                                              Intense rivalry and competition amongst e-tailers is leading them to offer deep discounting, which is seen to drive
    100                    CAGR 47%                                  84                                                                                       the industry towards consolidation and acquiring smaller players to complement or expand capabilities

     50
                                             24
                                                                                                                                                             Growth in m-commerce and internet penetration
                    2.4
      0                                                                                                                                                       India has amongst the highest share of mobile based e-Commerce sales globally, supplemented by increasing
                   2011                    2017                    2021f               2026f                                                                  internet penetration

Sources: KONNECTED to consumers, Deloitte, 7 September, 2017; Media articles

                                                                                                                                                             Evolution of new payment solutions
The high growth in e-commerce market is                 –– Approximately 75% of the new           •• Increasing usage of smartphones:
majorly attributable to factors including1:                internet users are expected to come       Smartphone users in India are expected                   Launch of electronic wallets and digital payment products is expected to ease the payment process in
                                                           from rural regions                        to increase from 260 million in 2016 to                  e-Commerce; launch of UPI is likely to further benefit e-Commerce
•• Growing internet penetration:
                                                                                                     around 450 million by 2021, which is
   Internet users in India are expected
                                                                                                     also expected to drive the m-commerce
   to increase from 432 million in 2016 to            •• Rising number of online shoppers:
                                                                                                     sales from USD 10.5 billion in 2016 to                  Innovation in Logistics
   647 million by 2021, taking the internet              Number of online shoppers would
                                                                                                     USD 38 billion in 2020.
   penetration from 30% in 2016 to 59%                   increase from current 15% of the
                                                                                                                                                              Rise in third-party logistic providers and hyper local delivery players to manage last mile deliveries; India Post
   in 2021                                               online population to 50% of the online
                                                                                                                                                              supporting e-commerce by leveraging its extensive reach
                                                         population by 2026.

                                                                                                                                                             GST expected to enhance the growth of e-Commerce

                                                                                                                                                              GST implementation to enhance e-Commerce through a uniform tax structure, simpler inter-State goods transfer,
                                                                                                                                                              increased merchant compliances and easier tax refunds

                                                                                                                                                             Empowerment of MSMEs

                                                                                                                                                              e-Commerce driving many MSMEs to explore the option of selling online and to access new customers in India
                                                                                                                                                              and globally

1
    KONNECTED to consumers, Deloitte, 7 September, 2017; Media articles
20                                                                                                                                                                                                                                                                                   21
Consumer LEADS                                                               Consumer LEADS

                 Consumer
                 LEADS
                 On the backdrop of a growing economy and favourable
                 factors driving consumerism in India, companies operating
                 in the consumer industries have multiple opportunities
                 to conduct business in the country. To realise these
                 potential opportunities, the brands need to keep abreast
                 with the upcoming trends and innovations and consider
                 incorporating necessary alterations in their business
                 models and strategies.

22                                                                                       23
Consumer LEADS                                                                                                                             Consumer LEADS

Evolving parameters in consumer domain

                                                         Strategy                      Innovate

                                               Marketing                                           Convenience

                                             Personalize                                                         Transform

                                        Discounts                                                  Engage

                            Packaging                                                                    After-sales

                                   Experiential                                                                        Advertising

                             Loyalty                                                                         Omni-channel

                                             Secure                                              Data

                                          Technology                                                    Values

                                                    Social media                        Last-mile delivery

                                                                     Sustainability

Source: Deloitte analysis

In the current age of multiple choices,               The following sections provide a glimpse    about the current and upcoming trends
increased convenience, value-driven                   of disruptions, innovations, and changes    thereby providing insights on specific
demand and inter-connectedness,                       happening in the realm of consumer          areas for transforming their business
shortlisting and prioritising strategy can            markets. These evolutions are majorly       models or strategies.
become a major challenge for consumer                 driven by changing consumer behaviour
companies. As a result, the brands are                and needs and are enabled by data and
seen facing an immense pressure to                    technology. The information provided
remain relevant and competitive in this               in these sections is intended to help
rapidly evolving consumer landscape.                  companies/brands remain well-informed

24                                                                                                                                                     25
Consumer LEADS                                                                 Consumer LEADS

                 Learning
                 from millennials for
                 innovation and strategy
                 Millennials form a very substantial target group for
                 majority of brands operating in various consumer
                 segments including food and beverages, apparel,
                 footwear & accessories, consumer durables and
                 electronics and Fast Moving Consumer Goods (FMCG).
                 Moreover, millennials or the young consumer groups, in
                 general, are at the helm of driving changes in consumer
                 shopping journeys and trends. It is thus imperative for all
                 consumer focussed companies to gauge the variations
                 and shifts driven by the youth, and tweak their strategies
                 to cater to the new-age demands.

26                                                                                         27
Consumer LEADS                                                                                                                                                                                                                                                        Consumer LEADS

India has the world’s largest millennial              Further, millennials account for a major     be seen from the chart below, millennials,   Focus on millennials should not mean        premium product segments. Brands,               and remain upbeat about the ongoing
population in absolute terms. Falling                 share in the workforce population. While     which come in the age-group of 18-35         overlooking other age groups                while aiming at strategizing their offerings    trends, the focus can rapidly expand to
in the age group of 18-35 years, and                  millennials constitute more than one-        years, account for nearly half of the        While millennials are certainly one of      and outlook for millennials, must also          older generations, where millennials’
having a population of over 440 million,              fourth of the workforce in Asia Pacific      workforce population in India.3              the largest consumer target groups in       realise that the offers could potentially be    parents and older relatives could
millennials constitute nearly 34% of the              region, their contribution to the Indian                                                  the country, the importance of other        of significant value to not just millennials,   become the next potential target group.
country’s total population.2                          workforce is significantly higher. As can                                                 age groups including Gen X and Baby         but other age groups as well. If proven         Companies, thus not only need to focus
                                                                                                                                                Boomers cannot be overlooked. The           to be of high value, these offerings carry      on millennials, but also look beyond the
                                                                                                                                                relatively older generations contribute     the potential to quickly cater to the mass      age group to maximize adoption potential.
                                                                                                                                                significantly to the growth of consumer     consumers across age groups. Although
Share in working age population (by age group, India)                                                                                           markets, especially jewellery, luxury and   it makes more sense to target millennials

                                                                                                     Millennials account for nearly half
                                                                                                                                                                                  “The trend for targeting millennials and offering products
     2017      9%                      47%                         28%              16%              of the working age population. Their
                                                                                                     share in the working population is                                           suiting their needs started in the US and thus, Tommy
                                                                                                     expected to remain highest in the
                                                                                                                                                                                  Hilfiger picked it up early in India and prioritised it. Our
                                                                                                     next decade and even further
                                                                                                                                                                                  store design and collection is targeted at the young
                                                                                                                                                                                  consumers, which is also evident from the fact that we’ve
    2027F     8%                     43%                        30%                19%
                                                                                                                                                                                  continued with Gigi Hadid as our global brand ambassador.
                                                                                                                                                  Mr. Shailesh Chaturvedi
                                                                                                                                                  CEO & Director – Tommy
                                                                                                                                                                                  We have a very young and sporty collection to target the
                             50-64           36-49   18-35     15-17                                                                              Hilfiger (India)                youth.”
Source: UN population stats, accessed April 2018

Millennials are the first global generation          earners in the household, millennials         segments where the millennial group, in
of digital natives, implying that the                have significant spending power and           general, has a greater tendency to spend
population group was the first to witness            greater access to products and services.      more vis-à-vis their increasing disposable
and leverage the technology and internet             This trend is expected to drive the           incomes.
for shopping. Being better connected                 consumer market in the country leading
to information and being the chief wage              to disruptions, especially in discretionary

                                             With a 65-70% population of the country falling under
                                             the age bracket of 30 years, the time is ripe for consumer
                                             brands to invest strategically for these consumers.

                                             The digital connectedness has ensured that the youth has
                                             all the information it requires on its finger-tips; thus, it is
     Mr. Shashwat Goenka
     Sector Head –
                                             not about educating the consumers anymore, but to enable
     Spencer’s Retail,                       them through their purchase cycles.”
     RP Sanjiv Goenka Group

2
    UN population stats, Deloitte Analysis
3
    UN population stats, Deloitte Analysis
28                                                                                                                                                                                                                                                                                 29
Consumer LEADS                                                                                                                                                                                                                                                 Consumer LEADS

Idle to Agile: shaping the future of consumer markets
Easy access to global markets, preference    operations and management. While              With changing lifestyle, technological                                       “As a company, we engage with our consumers broadly
to convenience and diverse choices at
the disposal of consumers have led to
                                             agility finds its roots in IT and software
                                             firms, from where it expanded to
                                                                                           advancements, and greater information
                                                                                           access, the consumers’ shopping journey
                                                                                                                                                                        through three means:
a rapid evolution of consumer markets        finance, it is relatively new in the          and consumption patterns are also                                            • What we say (marketing) – The communication needs to
in India. These multiple opportunities
permeate across the consumer value
                                             consumer industries including FMCG
                                             and e-commerce. Agility in operations
                                                                                           evolving. The shopping journey can be
                                                                                           segregated across five major aspects:
                                                                                                                                                                           be transparent, authentic and valuable
chain easing the shopping journey            is expected to lead to collaboration          awareness, consideration, purchase,                                          • How we reach (medium) – The real value of the internet
through technology, better household
incomes, varied channel and product
                                             among cross-functional inter-disciplinary
                                             members encouraging iterations for
                                                                                           aftersales and loyalty.
                                                                                                                                                                           is in opportunities for targeting
                                                                                                                                        Mr. Arvind Chintamani,
options, augmented means of two-way          an adaptive best-case process. The
                                                                                                                                        VP, Marketing – Colgate
                                                                                                                                                                        • What we sell (products) – Products that deliver tangibly
communication, multiple payment
options, personalized service offerings
                                             concept of agility can be leveraged across
                                             functions such as marketing, product
                                                                                                                                        Palmolive (India) Ltd.             on real insights”
among others. To stay atop this rapid        development, supply chain, logistics and
evolution, consumer companies need           delivery to increase productivity and
to consider embracing agility in their       efficiency and to reduce costs and efforts.
                                                                                                                                     There has been a noteworthy development in the consumer shopping cycle over the last two-three decades. The traditional, linear
                                                                                                                                     path to purchase is a thing of the past.

                                                                                                                                     Shopping journey in 1980-90s

                                   Awareness                               The reason to buy; consumer motivation

                                                                           The channels/outlets a shopper chooses
                                                                                                                                             Awareness                Consideration                  Purchase                  Aftersales                  Loyalty
                                   Consideration                                   to make the purchase

                                                                                                                                        Newspaper                  Visit store                Store purchase             Visit store                Product experience
                                                                           The reason the shopper enters/chooses
                                                                                                                                                                                                                                                    based
                                                                                        the category                                    TV/ Radio                  Call seller                Mail order                 Visit local electrical
                                                                                                                                                                                                                         shop                       Word of mouth
                                                                                                                                        Word of mouth
                                                                                   The reason the shopper                                                                                                                                           marketinga
                                   Purchase
                                                                                 enters/chooses the category                            Bill-boards

                                                                                                                                        Yellow pages
                                                                                       How the shopper
                                                                                                                                        Retailers
                                                                                       makes a choice?
                                   Aftersales
                                                                                             Usage
                                                                                                                                       •• Consumers got their     •• Consumers visited       •• With limited            •• Not much emphasis       •• Consumers were
                                                                                           experience
                                                                                                                                          initial inspiration        retailers in the           payment channels,          was placed on after-       very brand loyal.
                                                                                                                                          and awareness from         neighborhood to            customers typically        sales experience           Their loyalty was
                                                                                            Repeat
                                                                                                                                          a retailer, brand’s        compare prices             purchased goods                                       based on their
                                   Loyalty                                                                                                                                                                              •• Companies largely
                                                                                                                                          advertisement/                                        in-store. In some                                     own experience
                                                                                                                                                                  •• Retailers had a                                       differentiated on
                                                                                                                                          marketing channels                                    cases, a mail order                                   while purchasing a
                                                                                                                                                                     significant role                                      basis of products
                                                                                                                                          or family and friends                                 was used to make                                      product or reviews
                                                                                                                                                                     in influencing                                        and benefits
                                                                                                                                                                                                payment                                               of family and friends
                                                                                                                                                                     consumers’ buying
                                                                                                                                                                                                                        •• Customers typically
                                                                                                                                                                     decisions               •• Consumers had                                      •• Low-cost brands
                                                                                                                                                                                                                           visited company-
                                                                                                                                                                                                to sometimes                                          were usually
                                                                                                                                                                  •• The comparison was                                    owned outlets or
                                                                                                                                                                                                wait a few days/                                      associated with
                                                                                                                                                                     relatively straight                                   local electricians if
                                                                                                                                                                                                weeks before the                                      inferior quality
                                                                                                                                                                     forward as the                                        appliance purchased
                                                                                                                                                                                                delivery of a TV or a
                                                                                                                                                                     number of brands                                      was damaged or
                                                                                                                                                                                                refrigerator
                                                                                                                                                                     and SKU options                                       faulty
                                                                                                                                                                     available was limited

                                                                                                                                     Source: Deloitte analysis

30                                                                                                                                                                                                                                                                            31
Consumer LEADS                                                                                                                                                                                                                                                                               Consumer LEADS

Consumers now embrace an omni-channel experience and switch brands unpredictably:                                                                                 Going forward, product uniqueness, pricing transparency, and prompt service are expected to be the key:

                                                                                                                                                                  Envisioned shopping journey in 2025
Current shopping journey, 2018

                                                                                                                                                                          Awareness                  Consideration                 Purchase                    Aftersales                Loyalty
          Awareness                    Consideration                      Purchase                       Aftersales                       Loyalty
                                                                                                                                                                     AI branding                  AR/ VR based              Tele-shopping             AR/ VR assistance           Customized loyalty
                                   Parameters                      Shopping becoming               Option                                                                                         experience                                                                      programs
                                                                   more social                                                                                       Experiential                                           24*7 robot manned         Social media
      Online media                 Peer reviews                    (with friends &                Visit store                     Experiential loyalty                                            Trusted influencer
                                                                                                                                                                     branding                                               stores                                                Digital loyalty
                                                                   family)                                                                                                                                                                            Online tutorials
      Paid media                   Fit with digital                                               Social media                    Loyalty program                                                 Product                                                                         ecosystem
                                                                                                                                                                     Media (Owned, paid           customization             Stores on wheels
                                   persona                         Tele-shopping                                                                                                                                                                      On-demand
      Earned media                                                                                Digital channel                 Discounts & offers                 & earned)                                                                                                    Non-monetary
                                                                                                                                                                                                  Block-chain verified      E-Com                     doorstep service
                                   Price comparison                Store purchase                                                                                                                                                                                                 awards/privileged
                                                                                                  On-demand                       Conditional loyalty                                             SKU
                                                                                                                                                                                                                                                      App center                  treatment
                                   Brand story/ CSR                E-com                          doorstep services
                                                                                                                                  Online reviews                                                  Brand-story, CSR
                                                                                                                                                                                                                                                      Chat-bots
                                   Discount/ coupons                                              Call center
                                                                                                                                                                    •• Consumers                 •• Brands expected to     •• Online buyers          •• With increasing          •• Loyalty expected to
                                   Online influencers                                             Online tutorial
                                                                                                                                                                       expected to                  seek out consumers        expected to reach         expectations,               be consumer-centric
                                                                                                                                                                       have access to AI                                      300-350 million by        consumers would             and transient
     •• While traditionally,     •• Plethora of options          •• Decisions moved              •• Immediate                   •• With increasing                                               •• Companies will need
                                                                                                                                                                       branding (big data                                     2025, from current        want zero-error and
        consumers waited            to choose from                  from being based                gratification                  product options                                                  to keep up with                                                              •• Consumers are
                                                                                                                                                                       analytics, predictive                                  ~100 million              best service (first
        for the information         owing to online                 on availability                 becoming more                  and fickle buying                                                their consumers’                                                                likely to be willing
                                                                                                                                                                       computing, etc.)                                                                 time right)
        to reach them, in           mediums                         of products to                  important                      behavior, consumer                                               lives in a non-        •• Consumers                                             to share data with
                                                                                                                                                                       and experiential
        current times, they                                         being based on                                                 loyalty has                                                      intrusive way and         expected to be         •• Consumers would             companies and
                                                                                                 •• Companies engaging                                                 branding
        actively gather                                             convenience and                                                weakened                                                         provide customized        able to purchase          expect Service              expect personalized
                                                                                                    closely with                                                       (gamification, AR,
        information through                                         benefits                                                                                                                        offerings                 products through          Level Agreements            offerings in return
                                                                                                    consumers after             •• However,                            self-generating
        sources                      90%                                                                                                                                                                                      stores on wheels          (SLAs) which offer
                                                                                                    selling products/              consumers seem                      brands, brand as a        •• Brands will need to
                                                                                                                                                                                                                              and 24/7 robot            guaranteed product
     •• 63% of the                                                                                  services to improve            to prefer shopping                  friend/ consumers            provide immersive
                                                                                                                                                                                                                              manned stores             uptime
        millennials stay         •• Nearly 90%                        28%                           their offerings and            at retailers offering               acting as co-                blended experience
        updated on brands           millennials engage                                              provide more value             loyalty programs                    branders)                    to relate to product
        through social              in some form of                                                 to consumers                                                                                    and lifestyle
                                                                                                                                •• Percentage of
        media                       online activities            •• Nearly 28%
                                                                                                                                   consumers willing              Source(s): Deloitte analysis
                                    while conducting                millennials
                                                                                                                                   to spend on
                                    shopping in-store               often purchase
                                                                                                                                   brands with loyalty            As the implementation of technology in           offline means. Millennials, being amongst      population, would play a prominent role
                                                                    products owing
                                                                                                                                   programs:                      consumer sectors increases pace, the             the first generations to have leveraged        in the growth of consumer sectors in the
                                                                    to social media
                                                                    recommendations                                                                               consumer/shopper journey is expected             technology for trade and commerce, and         near future.
                                                                                                                                   40%      Boomers               to be driven by confluence of online and         constituting a majority of the country’s

                                                                                                                                   39%      Gen X

                                                                                                                                    49%       Millennials
                                                                                                                                                                                                   “It is extremely important for any consumer-based company to
                                                                                                                                                                                                   attract new-age consumers and make products relevant for them.
Note: Owned media includes website and controlled media, Paid media includes print, audio and video media, and Earned media includes reviews, blogs,
editorials, etc.
Source: 46 pc millennials spend more on brands with loyalty programmes: Study, India Retailing, October 2016; Media articles; Indian Fashion Retail 2016, April                                    We are increasingly witnessing a trend of consumers preferring
2016; KONNECTED to consumers, Deloitte-FICCI, September 2017.
                                                                                                                                                                                                   health & wellness, which is impacting the buying behaviour as
                                                                                                                                                                                                   well – consumers are making purchases not just on impulse but
                                                                                                                                                                     Mr. Mayank Jalan
                                                                                                                                                                     Managing Director –
                                                                                                                                                                                                   after proper consideration of products’ benefits from a health
                                                                                                                                                                     Keventer Agro Ltd.            perspective.”

32                                                                                                                                                                                                                                                                                                         33
Consumer LEADS                                                                                                                                                                                                                                                                         Consumer LEADS

From showrooming to webrooming:                       •• tele-ordering products for ease of            that a new model of consumer-to-            Further, apart from consumer electronics, consumers from Asian countries are
streamlining your channel strategy                       access;                                       business (C2B) has emerged where            amongst the top 5 to have ever-shopped online in the following categories –
                                                                                                       companies get cues to new products
                                                      •• ordering products after reading
In the current multi-channel age,                                                                      and services through crowdsourcing.         Top 5 countries globally to have shopped online for select product categories:
                                                         reviews/ recommendations on social
consumer companies in India are seen                                                                   Consumers are conveying their specific
                                                         media;
aligning their business strategies,                                                                    needs to companies which are being used
especially to cater to the demands of a               •• picking products from store/ delivery         for creating brand value and providing                    Fashion related products                                                   Travel related products
young and technology-driven population.                  centre after ordering online to avoid         unique experiences to consumers.
Leading consumer companies are facing                    last-mile delivery delays (click and
stiff competition in their omni-channel                  collect model);                               Online shopping or e-commerce has
offerings, while aiming to provide                                                                     picked up pace in developing countries               China,
                                                      •• placing personalized product orders in-                                                                                          Germany, 68%                  Austria,              Ireland, 78%
seamless and integrated solutions                                                                      as well. According, to a survey of online             72%                                                                                                                         N ew Zealand,
                                                         store to get them delivered later;                                                                                                                              66%                                       China, 68%
to consumers’ needs. The advent of                                                                     consumers in more than 63 countries                                                                                                                                                   67%
technology has led to the consumers                   •• consumer-to-consumer (C2C) buying.            by a global performance management                                      In dia ,                 South Korea,                                       N orway, 73%
                                                                                                                                                                                68%                                                                                                  In dia ,
leveraging multiple channels for making                                                                company, more than 90% of the                                                                        67%
                                                                                                                                                   Global, 58%                                                                     Global, 55%                                        68%
their purchases:                                      Internet and mobile apps have made               consumers surveyed have shopped
                                                      the shopping journey of consumers                online at least once. Fashion and travel
•• browsing online and shopping in-store
                                                      convenient to the extent that the                emerged as the top categories where
   for product’s look and feel;
                                                      millennials and younger generations              consumers have ever made a purchase
•• shortlisting products in-store and                 have now become habituated to instant            online:
   making the purchase online for better              gratification. Millennials are seen to be                                                               Consumer electronics                                                           Beauty & personal care products
   prices and offers;                                 keen on socialising and collaboration
                                                      and thus, companies need to consider
•• getting custom/ exclusive products
                                                      proactively streamlining their two-way                                                       Czech Republic, 62%
   shipped from foreign countries through
                                                      communication with consumers. It is                                                                                                                    South Korea, 49%                 In dia , 50%                                      Ukraine,
   company websites;                                                                                                                                                                   Slovakia, 50%                                                              China, 47%
                                                      owing to this two-way communication                                                                                                                                                                                                        42%
                                                                                                                                                                            Ukraine,                B razil, 50%                                       South Korea, 48%
                                                                                                                                                                             50%                                                                                               Romania, 43%
                                                                                                                                                   Global, 40%                                                                     Global, 38%

Percentage of consumers (globally) who have ever purchased the category online

                                                                                                                                                              Packaged grocery                                                               Fresh grocery
         58%
                            55%

                                                                                                                                                          China, 47%                         In dia ,                                      China,                   In dia ,
                                                40%                                                                                                                                           34%                                           40%                      35%
                                                                   38%                                                                                                                                                 Taiwan,
                                                                                                                                                                            South Korea,                                                                                                    Israel, 21%
                                                                                                                                                                                                                        27%                              South Korea,
                                                                                                                                                                                43%
                                                                                                                                                                                                        Japan, 29%                                           39%
                                                                                                                                                   Global, 24%                                                                                                                   UK, 25%
                                                                                  24%                                                                                                                                              Global, 21%
                                                                                                     23%
                                                                                                                     21%

                                                                                                                                      14%          Source: What’s in-store for online grocery shopping, Nielsen, January 2017

       Fashion             Travel           Consumer            B eauty &      Packaged           Household    Fresh groceries      Alcoholic
                                            Electronics       Personal care   grocery food        cleaning &                       beverages
                                                                                                     paper                                         While online purchases for durables                     online shoppers. However, categories
                                                                                                                                                   such as fashion related products and                    such as beauty, personal care and
Source: What’s in-store for online grocery shopping, Nielsen, January 2017                                                                         consumer electronics, and service                       packaged groceries are gaining traction
                                                                                                                                                   oriented categories such as travel is high              with Asian countries such as China, South
                                                                                                                                                   globally; consumables have been a bit                   Korea and India leading from the front.
                                                                                                                                                   slower in gaining popularity amongst

34                                                                                                                                                                                                                                                                                                     35
Consumer LEADS                                                                                                                                                                                                                                              Consumer LEADS

                                                                                                                                       While the above imperatives are more              vis-à-vis broadly held attitudes on
     “E-commerce offers a significant potential for companies to communicate and                                                       specific to food & beverages segment,             innovation, wellness, convenience,          “Since beer is only
                                                                                                                                       these apply to Fast Moving Consumer               technology, and marketing tactics can
     educate consumers, as compared to brick-and-mortar retail stores where the                                                        Goods (FMCG), apparel, footwear and               lead to missed opportunities arising from   permitted for people
     interaction with consumers is limited and majorly transactional. E-commerce’s                                                     accessories, consumer durables and                a deeper and more comprehensive view        after attaining a
                                                                                                                                       electronics as well. A collaborative              of consumers. These could result in less
     this advantage over physical retail is expected to provide major opportunities                                                    approach with a balanced mix of in-store          productive outcomes and inefficient use     minimum legal
     of growth for new-age companies and start-ups, where the platform can                                                             (offline) and off-store (online) strategies       of marketing resources.4                    drinking age, our
                                                                                                                                       may be required to drive a seamless and
     be leveraged to sub-communicate the story and benefits of products. This                                                          profitable business model.                        Thus, while millennials can be focused      offerings naturally fit
     would lead to the emergence of new brands offering processed food products                                                                                                          upon for capturing new trends and           for the target group.
                                                                                                                                       From niche to masses.                             technologies, a more nuanced approach
     catering to the masses”.                                                                                                          Many consumer products organisations              of segmentation by attitudes may be         Thus, our product is
     Mr. Mayank Jalan,
                                                                                                                                       are investing significantly in marketing          considered for companies to realise         in itself our strategy
                                                                                                                                       and innovation for millennials, and               inclusive growth, likely resulting in
     Managing Director – Keventer Agro Ltd.
                                                                                                                                       Generation Z is also emerging as a                increased profitability. Strategies based   to focus on the youth.
                                                                                                                                       significant target. However, a heightened         on attitudes and shopping behaviour are     Further, we have cafes,
                                                                                                                                       focus on millennials shouldn’t blind              likely to be more appealing to consumers
                                                                                                                                       companies to the potential appeal of              and could result in a more thoughtful       which allow people
In the current digital era, the desire                requires immediate consideration.
for convenience and immediacy in the                  Following represents the six major digital
                                                                                                                                       older generations, often having greater           targeting.                                  to drink throughout
                                                                                                                                       spending power. From a marketing
multichannel era is expected to shape                 imperatives for manufacturers as well as
                                                                                                                                       perspective, stereotyping generations                                                         the day – not just in
the future of retail and consumer                     retailers, to help them collaborate and
markets in general. Thus, streamlining                balance their physical and digital sales
                                                                                                                                                                                                                                     the evenings. Beer
the business and channel strategies                   strategies:                                                                                                                                                                    Café caters to nearly 2
                                                                                                                                                                                                                                     million people, and our
       Digital shelf capabilities                                                                  Organizational structure
                                                                                                                                                                                                                                     consumer segment is
  Integrating digital and in-store                                                                 Integrating the digital offerings                                                                                                 majorly below the age
        shelf capabilities to feed
   consistent information across
                                                                                                   developed by right set of people
                                                                                                   in unduplicated organizational
                                                                                                                                                                                                                                     of 35 years.”
                         channels                                                                  structures                                                                                                                        Mr. Rahul Singh
                                                                                                                                       4
                                                                                                                                           Millennials and beyond, Deloitte, July 2018                                               Founder & CEO – The Beer Café

     Marketing and promotions                                        Imperatives                   Data accuracy
      Optimizing management of                                        for Digital                  Fixing inaccurate master data to
      omni-channel marketing &                                      collaboration                  support online sales
                    promotions                                          model

     Consumer/Shopper insights                                                                     Forecasting
             Assembling shopper                                                                    Triangulating and aligning
        information from retailer                                                                  multiple online and offline
     and manufacturer to provide                                                                   forecasts to aptly estimate
         comprehensible insights                                                                   inventory position

Source: The digitally engaged food shopper, Nielsen, January 2018

36                                                                                                                                                                                                                                                                      37
Consumer LEADS                                                                 Consumer LEADS

                 Engage with
                 consumers to enhance
                 brand connect
                 With the lines between online and offline channels blurring
                 more rapidly, the emergence of multi-channel models
                 has resulted in new benchmarks of convenience and
                 connectivity. The new age of connected eco-systems has
                 made it essential for brands to engage their consumers
                 by providing immersive experiences. In the fast moving
                 digital age, where consumers have a plethora of options
                 to choose from and a multitude of channels throughout
                 their shopping journeys, companies are seen facing a major
                 hurdle to attract and retain consumers. A noble approach,
                 which has been tried and tested globally and is followed
                 by modern companies, presents a way out for brands
                 facing consumer loyalty challenges. Generating actionable
                 insights from consumers’ shopping patterns and behaviour
                 leveraging advanced data and predictive analytics can
                 help brands significantly. These insights could be used for
                 offering bespoke and personalised solutions which, in turn,
                 could be leveraged to retain consumers and encourage
                 repeat visits and purchases. Such kind of customised
                 solutioning, however, requires detailed consumer
                 segmentation backed by advanced analytics, and focused
                 customer targeting.

38                                                                                         39
Consumer LEADS                                                                                                                                                                                                                                              Consumer LEADS

Experiential retail: confluence of         engage with technology and devices,                                             New age consumers’ characteristics
entertainment and shopping                 experience delectable global cuisines,     “Consumers are
                                           get absorbed into virtual entertainment,                                                                                                        Connected consumers
The evolving consumer markets are          special events and product launches,       spending less                                     Changing purchase patterns
                                                                                                                                                                                       Consumers in today’s world are
                                                                                                                                                                                                                                   Experiential shopping
seen to have shifted stance from ‘bricks   etc. Retail is thus evolving into a new    time in stores but                         With increasing internet penetration
                                                                                                                                                                                      more connected than ever. They
                                                                                                                                                                                                                                   Consumers increasingly prefer
versus clicks’ to ‘bricks-and-clicks’.     dimension of ‘retailtainment’ or retail                                                                                                    are empowered by technology to
While earlier, it was a battle between     and entertainment, which is likely to      are frequenting                               in India, online buyers are rapidly
                                                                                                                                 increasing. Moreover, m-Commerce
                                                                                                                                                                                       get what they want, when they
                                                                                                                                                                                                                                   to buy from modern retail stores
                                                                                                                                                                                                                                   with spacious layouts. While there
the online and offline channels, the       dominate the consumer industry in the      them more, thus                              is growing at an exponential pace,
                                                                                                                                                                                         want and where they want
                                                                                                                                                                                                                                   are multiple options from where a
industry seem to be moving towards a       near future.
more immersive model in current times                                                 necessitating brands                             m-wallets transactions in India
                                                                                                                               increased from INR 200 billion in FY16
                                                                                                                                                                                                                                   product can be bought, shopping
                                                                                                                                                                                                                                   experience is becoming the key
where collaboration is considered to       Catering to the consumers of new age       to make the buying                                    to INR 3,000 billion in FY18                                                           differentiator amongst channels
be the key. The confluence of online       Consumers in India are increasingly
and offline channels is expected to        becoming more connected and cash-          journey of consumers
drive the markets, where consumer          rich but are getting time-starved or       more experiential,
experience has taken the lime-light.       impatient – they want the experience
The expectations from a modern brick-      or product “now”. Companies need           which will further
and-mortar store have transformed          to consider engaging the consumers,        give them a reason
completely – consumers no longer           keeping in mind the altering landscape
walk-in to the stores just to buy the      of consumer characteristics in the         to come to the store                        Preference for                                                                                                     Healthy choices
products. They are looking forward         modern world.                              more frequently.”                             convenience                                                                                                      Increasing
to an enhanced shopping experience                                                                                               In today’s world                                                                                                    sedentary lifestyle
where they get immersed into a whole                                                  Mr. Shashwat Goenka                        of cash-rich and                                                                                                    and changing
new dimension and get to know                                                         Sector Head – Spencer’s Retail, RP             time-starved                                                                                                    eating habits has
about new products and features,                                                      Sanjiv Goenka Group                              consumers,                                                                                                    made way for
                                                                                                                                      convenience                                                                                                    healthier choices
                                                                                                                                      has become                                                                                                     including natural,
                                                                                                                                     a paramount                                                                                                     herbal, organic and
                                                                                                                                    consideration                                                                                                    Ayurvedic
                                                                                                                                                                                                   New age
                                                                                                                                                                                                  consumers’
                                                                                                                                                                                                characteristics

                                                                                                                           Source: Payment System Indicators, Reserve Bank of India, accessed on 21 June 2018; Deloitte analysis

                                                                                                                           Technology has been the front-runner
                                                                                                                           in driving consumer engagement and
                                                                                                                           experience in their shopping journey.
                                                                                                                                                                                    “We ensure that all TH stores in India have our
                                                                                                                           Apart from understanding consumers’                      international/global look and feel, so that the
                                                                                                                           behavioural insights through advanced
                                                                                                                           data analytics, emerging technologies
                                                                                                                                                                                    consumers have a similar experience in the stores
                                                                                                                           such as Internet of Things (IoT),                        irrespective of whether they visit in India, New
                                                                                                                           Augmented Reality (AR) and Virtual
                                                                                                                           Reality (VR), Artificial Intelligence (AI),
                                                                                                                                                                                    York or London. Our store designing is done
                                                                                                                           bots and drones, beacons, cloud-                         in a way to make it more experiential for the
                                                                                                                           platforms, etc. have played a key role
                                                                                                                           in enhancing consumers’ engagement
                                                                                                                                                                                    consumers through the use of various technology
                                                                                                                           more than ever.                                          & social media platforms.”
                                                                                                                                                                                     Mr. Shailesh Chaturvedi
                                                                                                                                                                                     CEO & Director – Tommy Hilfiger (India)

40                                                                                                                                                                                                                                                                         41
Consumer LEADS                                                                                                                                                                                                                                           Consumer LEADS

Experiential shopping: Case studies5            for the consumers, an experience which                                              Technology is used by companies to broadly provide five major types of digital services

•• Personalized digital displays in-store
                                                is more engaging and convenient while at       “Spencer’s focuses on                and experiences to create a valuable connect with the consumers:
                                                the same time providing more options.
   One of the major beverage
                                                The buying experience is engaging and
                                                                                               making its stores more
   manufacturing company launched
   in-store display systems to show
                                                unique in value for the consumers, thus        experiential and less                Information
                                                                                                                                                                                                                                       Convenience
                                                encouraging repeat visits as well as                                                Digital information technologies
   personalised messages to approaching
                                                word of mouth advertising. Stores or
                                                                                               transactional through                such as analytics and IoT                                                                          Connected technologies and
   consumers based on their smartphone                                                                                                                                                                                                 products such as sensors and
   data. The personalised marketing
                                                e-commerce platforms try to ensure that        various means such                   provide transparency and
                                                                                                                                                                                                                                       smart devices offer efficiency
                                                the consumers’ queries and concerns                                                 traceability. This fulfills the
   feature worked on cloud technology
                                                are adequately addressed, and they are
                                                                                               as digital displays                  demand of consumers for                                                                            and convenience. They also
   to enhance shoppers’ media-rich                                                                                                                                                                                                     anticipate and respond to the
   experience in-store. It also leveraged
                                                appropriately guided so as to facilitate       with greater scope                   relevant information in a clear
                                                                                                                                                                                                                                       needs of consumer in a dynamic
                                                and enhance their overall shopping                                                  and comprehensive manner
   built-in smartphone features and
                                                experience.
                                                                                               of interaction and                                                                                                                      manner
   beacon technology to interpret
   shopper’s buying preferences and
                                                                                               provision of tasting
                                                Stores are trialling AR to showcase the                                                                                                     Types of digital
   habits.
                                                entire range of products ‘virtually’,
                                                                                               some of the food                                                                                services/

    Impact: This pilot, run across more
                                                allowing shoppers/consumers to browse          before purchasing it.                                                                         experiences
                                                the catalogue and make selections
    than 250 grocery chain stores by
                                                through AR, thereby reducing the
                                                                                               To further enhance
    the company, delivered Return on
    Investment (RoI) within one-month.
                                                physical space required by stores to           the consumers’
                                                display the products. In many cases, the
    Further, the personalized displays not
                                                ‘virtual’ catalogue is connected to social
                                                                                               experience it plans to               Commercial offers
    only helped drive the sales of company
    products, but drove the overall sales of
                                                media platforms, allowing consumers            come up with chefs-                  Technology helps brands in                                                                         Entertainment
                                                to get real time feedback from other                                                precision and personalized                                                                         Brands provide entertainment
    carbonated drinks as well in these retail
                                                consumers who have bought/ used
                                                                                               in-store and provide                 marketing, which are generally                                                                     to express their positioning and
    outlets.
                                                the products, watch advertisements of          live cooking courses                 a powerful conversion tool                                                                         build stronger affiliations with
•• AR/ VR based experiences for apparel         selected products, and also check for                                                                                                                                                  consumers. Thus brands are
   While online retail, especially for          their favourite celebrities who may have
                                                                                               which will increase the                                                                                                                 increasingly leveraging digital
   lifestyle and beauty enhancing               used the products, further enabling them       consumers’ in-store                                                                                                                     interactive displays, VR gaming,
   products, is rapidly embracing the           to make the choice.                                                                                                        Real-time advice                                            gamified promotions, etc. to
   concept of AR, physical retail stores
                                                                                               brand engagement                                                            Products infused with smart technologies, such              build connect with consumers
   are also following suit by piloting AR/      In one of the modern apparel stores in         manifold and provide                                                        as smart watches, enable companies to provide
   VR-based virtual trials at their stores in   UK, highly personalised store interactions                                                                                 relevant advice to consumers and educate them
   India. These stores are redefining the       are offered by pushing promotions
                                                                                               them with a unique                                                          with new ways and updates
   extent of convenience for consumers.         and discounts to consumers’ handheld           experience.”                         Source: Deloitte analysis
                                                devices based on their store location.
For example, at one of the modern AR-           Further, to engage shoppers in the store,      Mr. Shashwat Goenka
based apparel stores, consumers have            each online order placed for made-to-          Sector Head – Spencer’s Retail, RP
                                                                                                                                    Hash-tag (#) communications: the             is not just restricted to social network     and express their views, social media
to just walk-in, choose their preferred         order garments or perfumes triggers            Sanjiv Goenka Group
                                                                                                                                    significance of S-commerce                   driving sales, but consists of other forms   has become a great tool for companies
attires from a wide range of product            RFID-enabled smart mirrors, which are
                                                                                                                                                                                 such as peer-to-peer sales platforms         to engage with consumers. Various
assortments available through a virtual         placed in the store. These mirrors depict
                                                                                                                                    Significance of ‘S-commerce’ or social       (community-based marketplaces), group        analytical tools and advance analytics are
inventory, enter the trial room and try all     the journey behind the making of the
                                                                                                                                    commerce has significantly increased in      buying (products and services offered at     being leveraged by companies to analyse
the outfits via, a virtual mirror without       selected products. If the consumers do
                                                                                                                                    today’s world of connected consumers.        reduced rates if enough buyers willing       the social and behavioural traits of the
actually having to perform all these            not visit the store, the short film would be
                                                                                                                                    Pictures and videos of products/             to make the purchase), user-curated          consumers and tweak their strategies
tasks. The combination of technologies          triggered in the phone through which the
                                                                                                                                    brands posted by consumers on                shopping (where users create and share       accordingly to suit the needs and
leveraged at these modern apparel               order had been placed.
                                                                                                                                    social networking sites and blogs,           list of products/ services for others to     convenience of consumers. Social sites
stores facilitate a seamless experience
                                                                                                                                    user experiences and stories shared          shop from), participatory commerce           are also used frequently to raise queries
                                                                                                                                    on the web, ratings, reviews and             (where consumers become decision             or post grievances which keeps the
                                                                                                                                    recommendations posted online, etc.          makers across the product value chain        consumer companies on toes to revert
                                                                                                                                    act as user-generated advertorial            through voting, funding, collaboratively     promptly to such concerns and avoid any
                                                                                                                                    content. This content either promotes        designing), etc.                             damage to their social rapport.
                                                                                                                                    or demotes a particular product, brand
                                                                                                                                    or service amongst a specific set of         Since consumers can freely post
                                                                                                                                    people – people which have access to         information regarding their purchases or
                                                                                                                                    view/ read the content. Social commerce      experiences on various social platforms
5
    Media articles, Company websites
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