Sunday December 15, 2019
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Profits Will Follow If Customer Loyalty Put Forth

They must focus more on delivering customer experiences and building loyalty

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Business, Politics, Investment
Companies must focus more on delivering customer experiences and building loyalty. Pixabay

Advertising professionals are chasing return on investment (ROI) which is a somewhat flawed exercise as they must focus more on delivering customer experiences and building loyalty, a new report said on Wednesday.

On the other hand, said Adobe’s “2019 Digital Trends Advertising in Focus” report, two-thirds (64 per cent) of marketers stated that content and experience management is a top priority — which falls to less than half of advertisers — as they look to build loyalty and lasting customer relationships.

Business, Loyalty, Profits
Your best sales reps have a certain manner of interacting with customers that lead to more sales. Pixabay

“Brands today are required to evoke an emotional connect with their customers while combining it with data-driven marketing in order to tailor experiences that drive value and render a significant competitive advantage,” Sunder Madakshira, Head, Marketing, Adobe India said in a statement.

“Only the businesses who succeed in addressing these evolved requirements of today’s digitally empowered customer across will win in this Customer Experience era,” he added.

For advertising professionals, the biggest priority for almost half of respondents (46 per cent) is to demonstrate Return on Investment (ROI) to the rest of the business.

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This is followed by better audience targeting and segmentation (42 per cent) and improving channel efficiency (40 per cent).

“Nearly a quarter (23 per cent) stated that the most exciting opportunity for 2019 was data-driven marketing that focuses on the individual first,” said the study.

“Creativity and metrics are connected. We need to focus much more on quality and relevance — those are two key words for me this year,” said Mike Klinkhammer, Director of Advertising Sales EU, eBay. (IANS)

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Walmart, Flipkart Jointly Invest in Ninjacart Startup: Report

Based in Bengaluru, Ninjacart was founded in 2015 by Thirukumaran Nagarajan, Kartheeswaran K. K., Ashutosh Vikram, Sharath Loganathan and Vasudevan Chinnathambi

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walmart store
Walmart in Fajardo, Puerto Rico. Wikimedia Commons

Walmart and its Indian arm Flipkart on Wednesday jointly invested in fresh produce supply chain startup Ninjacart, to modernise fresh produce market to benefit consumers, retailers and farmers.

“As a homegrown e-commerce company, it is in our DNA to drive change and solve complex local problems in-house through technology. In Ninjacart, we see a company that shares our values, our pioneering mindset and our commitment to tech-driven innovation that improves life in India,” said Flipkart Group chief executive Kalyan Krishnamurthy in a statement.

With the new agreement, Walmart, Flipkart and Ninjacart aim to offer better access of high quality fresh produce to more retailers and consumers in the country even as they economically empower farmers.

Ninjacart offers business to business (B2B) supply chain infrastructure and technology solutions with traceability feature.

The startup deploys sophisticated supply chain algorithms, harvesting big data, predictive analytics, mobile applications and internet of things (IoT) to propel a just in time supply chain, connecting farmers, retailers, 200 collection centres and 1,200 warehouses throughout India.

Operating paperless, Ninjacart transports up to 1,400 tonnes of fresh produce in a day, forming a link between 44,000 farmer suppliers, 60,000 kirana stores and restaurants.

Ninjacart helps reduce the transit time of produce from farms to store at ambient temperature, slashing cost and lessening food waste in India which lacks cold chain infrastructure.

walmart, sales, ammunition
Shoppers walk in the parking lot of a Walmart store in Fairfax, Virginia. (Photo: Diaa Bekheet). VOA

With the freshly infused funds, Ninjacart will expand its customer base, geographical reach and learn global best practices to better local fresh produce ecosystem.

Additionally, partnering with Ninjacart will bolster sourcing for Walmart’s Best Price B2B cash and carry stores and Flipkart’s direct online grocery business Supermart.

Krish Iyer, president and chief executive of Walmart India said, “Ninjacart’s focus on direct-from-farm sourcing resonates well with Walmart’s commitment to supporting farmers in India.”

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Iyer said Walmart’s Best Price has set a target to source 25 per cent produce directly from farmers by 2023.

“Ninjacart wants to make food safer and more accessible, while ensuring a fair price for everyone involved. We are excited that Flipkart and Walmart are joining us to make this vision a reality,” said Ninjacart chief executive and co-founder Thirukumaran Nagarajan.

However, no financial details of the investment were disclosed by the retail giants.

Based in Bengaluru, Ninjacart was founded in 2015 by Thirukumaran Nagarajan, Kartheeswaran K. K., Ashutosh Vikram, Sharath Loganathan and Vasudevan Chinnathambi. (IANS)