“Data is like the letters of the alphabet – the story has to be woven by the marketer” says Ritesh Ghosal, the Chief of Marketing and Insights at Croma, while he talks about how to use data to scale growth.
Ritesh talks about Croma’s customer-centric initiatives, how to scale fast, and a lot more during an extensive conversation we have had with him as a part of our expert view series in association with ResearchNxt. He also discusses his journey with top retail brands and how he prefers working with organizations that strive for growth and innovation.
Your key takeaways from this interview will be
- How Croma empowered its internal teams and optimized inflow and customer stickiness as a result of its start small and scale fast approach
- How modern marketers can leverage mobile technologies to expedite campaign development and launch
- How marketers can efficiently use data to start small and scale fast
- What customer-centric initiatives will the new tech-heavy stores of Croma will adopt
Here are some extracts from the insightful conversation we have had with Ritesh
Netcore : Hi Ritesh, tell us about your role and journey through top retail brands until now. What inspired you to take up the position at Croma, Infiniti Retail Limited?
Ritesh : I have been a bit of a nomad throughout my working career. I have shopped for assignments that interest me rather than organizations that offer stability or a long career path. Starting my career as a media planner when India was opening its skies to satellite television, I have always looked for opportunities that put a premium on growth and innovation. In my experience, a team or an organization chasing growth offers a more energetic and engaging work environment.
What attracted me to Croma back in 2015? Croma was a pioneer in modern retail whose fairy-tale start had lost its path in the face of aggressive discounting by online marketplaces. Croma was convinced that superior consumer insight and sharp, targeted marketing programs would be their approach in the battle for the Indian consumers’ heart and wallet. I was offered a large canvas and a relatively free hand in shaping the strategy of the company. As most organizations these days tend to restrict marketers from just delivering “pretty picture” communication campaigns, I found this assignment extremely attractive.
“Data is like the letters of the alphabet –the story has to be woven by the marketer. “
Netcore : As the owner of the marketing organization for Croma, how do you empower your team to optimize the inflow and stickiness of customers? Are you leveraging AI and ML to deliver marketing ROI, and how?
Ritesh : All decisions taken at Croma are based on insight, and all large-scale marketing programs are based on the premise of start small, scale fast. What this means is that we need access to much data and as near real-time as possible. Every vertical in the marketing team is engaged in understanding the impact of decisions taken last week, assessing pay-offs, and deciding whether to continue, refine, or desist.
We have invested in data collection tools right from social listening and internet crawling to doing conventional market research surveys. Each of these tools provides KPIs we track and lead metrics of those KPIs.
While it sounds very clinical and mathematical, it’s not. I have never believed that data tells the full story. Data is like the letters of the alphabet –the story has to be woven by the marketer. I like my team to build the hypothesis of what might be happening or might happen in the future and use data to support this hypothesis. If the interpretation is convincing, then we design an experiment to test the theory. If validated, we expand the scope of the program. Every change that has happened at the Croma stores and on the croma.com website has followed this strategy of start small, scale fast.
As you would have understood from the above, I am not much of an automation guy. We do use AI-driven algorithms in consumer targeting of communication in digital media, but its minimal and one of the few areas where we do not yet have a firm assessment of the ROI.
Reliable data at good speeds and reasonable prices combined with low priced smartphones are silently revolutionizing the country.
Netcore: Which aspects of marketing and technology integration interests you most? Something that excites you on a personal level, and why?
Ritesh: I think the entire digital revolution that our country has observed starting with the advent of smartphones in the pre-2010 era is a fascinating story – one which has many chapters still to be written. IT has transformed India once, and I think there is room for one more transformation. Reliable data at good speeds and reasonable prices combined with low priced smartphones are silently revolutionizing the country. I started my working life when “boot floppies” and “telexes” were still in use. For me to be able to access everything I need from the office sitting in the comfort of my home is simply incredible. Indeed, I have lived through probably the most transformative 25 years; and with this COVID episode, I am probably looking at a period of even more rapid innovation.
In terms of marketing, too, the smartphone has completely altered the scenario. Gone are the days when a marketer could spend months developing a campaign, launch it, wait for the media plan to deliver “4 OTS” and then wait four weeks for Nielsen to report the market share outcome. Today, if a campaign is effective, it triggers an action right away on the smartphone. Indeed, smartphones are not just brought frequently, but they also influence everything else a person consumes.
Netcore : With 170 Croma stores in 40 cities across India, how does Croma enable personalized and unified experience for the customers?
Ritesh: We have been rapidly scaling up, and we will have 170 open by the time the lockdown ends. The personalized experience is delivered via the store staff. We have an extensive training infrastructure that ensures each of our new hires is trained to follow the Croma sales process – what delivers our signature “We help you buy” experience. To ensure every store is complying with these SOPs, there is an elaborate system of internal audit checks and a 3rd party mystery shopper exercise. Besides this, every purchase is followed by an exit survey to determine the experience was satisfactory for the customer.
Netcore : In one of your recent discussions with ET, you mentioned that Croma doesn’t plan to pull back or pause the expansion plans due to the COVID-19 crisis. So would you please share the status of the Croma app and the new tech-heavy Croma stores as of now?
Ritesh : There are three separate and independent initiatives going into the new “tech-heavy” stores as you call them (1) Making our stores shoppable from the comfort of one’s homes. This requires us to be able to show store-level inventory, offers, deals, experiences, etc. to customers via our website or app (2) Enabling every store to access and sell chain-wide inventory from the store and (3) Training our staff to be able to assist our shoppers digitally.
Each of the three initiatives is proceeding in parallel and new deployments/capabilities going live every other week. For instance, as part of making our stores shoppable from, we have just gone live with a request-a-call feature and book an appointment feature. Most of the significant features will be live by the end of September this year – including the release of a Croma Shopping App.
Well, that was quite an interesting insight into Croma’s customer-centric approach by Ritesh. Whether its instore or online experience, keeping your customers’ best interest at the core of your marketing and sales initiatives is imperative. Whether you are a brand that extensively thrives on data-driven marketing or automation, your ultimate goal should be to provide your customers with a 1:1 shopping experience. A D2C brand like Croma is now foraying into ecommerce. They are also releasing Croma Shopping App to engage, connect, and get a deeper understanding of its customer behaviour. COVID has compelled a lot of big brands like Croma to revamp their retail strategy to meet customers’ expectations. And the only motivating factor is to provide customers with a personalized shopping experience to build brand loyalty.