Omni-present FOR THE WIN

How aggressive digital transformation initiatives evolved ITC's omnichannel presence.

- NANDINI BANERJEE

In today’s digital era, consumers expect a seamless and integrated experience across various channels when interacting with a brand. Recognizing this evolving consumer behavior, ITC Limited, one of India’s leading conglomerates, embraced an omnichannel strategy to deliver a consistent and personalized experience to its customers. In a conversation with Retailer, Sanjay Singal, Chief Operating Officer of Dairy & Beverages, ITC highlighted how customer acquisition strategies may have evolved with technology, but the core principles remained constant. While direct-to-consumer (D2C) brands excelled at leveraging technology, traditional legacy brands successfully catered to omnichannel customers by focusing on cohort discovery, monitoring consumer behavior, delivering delightful experiences, and fostering repeat orders.