Shoppers Stop bets on ‘digitally driven’ sales
Entertainment & Fun  

NEW DELHI: The next time you step into a Shoppers Stop store, don’t be surprised if you get more freebees and additional points, as the firm launches a pilot with Cisco Connected Mobile Experience capabilities integrated with Cisco Wireless Solution for enhanced, personalised experiences for shoppers.
At Cisco’s fourth annual analyst’s’ meet at Manesar in Haryana, the top management presented the firm’s future plans in India during 2017-18. “Digitisation is for real… and the business and customers need digital ready infrastructure,” said Dinesh Malkani, president, Cisco India and Saarc.

Cisco is going to offer products that are focused on simplicity that allows customers easy use and not worry about complexities; that can set up branches in hours not days and importantly, it has to be secure, especially the financial data flowing down that system.

Cisco Wireless Solution across 80 Shoppers Stop stores in India aims to accelerate the digitisation of on-line with its omni-channel strategy through which the company aims to achieve 20 percent digitally-influenced sales by 2020. “We will include all that is digitally influenced to achieve this 20 percent, which means from the coupons that we offer online to how products or floors did the customer visited and the products touched or seen,” said Anil Shankar, customer care associate and vice-president - IT, Shoppers Stop.

Shoppers Stop has already deployed guest wi-fi for more personalisation and digital services to help its customers discover the best shopping possibilities within its stores. “We see the tremendous spike in online interaction and have seen higher traction in southern cities of Chennai, Bengaluru and Hyderabad that provide 60-70 percent traction,” said Shankar. With 4.6 million First Citizen loyalty programme members and one million Shoppers Stop mobile app downloads,

Shoppers Stop plans to use anonymised aggregate data to provide mapping, directions and personalised in-store promotions to customers, the company said.



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