By: Shivaji Dasgupta
From an unexposed intermediary to a technology-enabled entrepreneur, the solo retailer has certainly come a long way. The way they sell is changing rapidly and this is vitally transforming the way we buy. Customers are self-curating a hybrid offline-online protocol that is rooted equally in culture and convenience, leading to sustainable consumerism.
Most recently, my work with three varying entities has firmed this hypothesis of integrated technology. Nikhil Agarwal of Z1N Capital, who passionately espouses the philosophy of Dukan Tech, has been experimenting with business models which make the elephant prance like a deer, as an economy and as individuals.
Rakesh Kaul of Somany Home Innovation Limited has been a diligent pioneer in e-commerce and responsible for significant innovative acts. Kumar Saha and Viresh Oberoi of nextdoorhub.com are committed to empower every stakeholder — seller, buyer and manufacturer.
It is certainly true that the quality and efficiency of delivery are defining this relationship with a lessening role of historical equity. During the lockdown, only those brands with robust supply chains could ably support the customers and this has led to “Duress Loyalty” — where customers are willing and able to forgo desirable, emotional and imagery benefits for the core transactional values. Technology can play a crucial role in pre-verifying inventory, so that the discovery process is seamless and brands do not suffer from dissonance.
The seamless marriage of choice and convenience is a key driver for Dukan Tech as customers do not have to wait for what they really want. But the good news for brands is that preference can be made to count as long as products are available. This can well lead to the “Representative Distribution” model, where companies place products in a few outlets as opposed to maximum penetration. A blessing equally for MSME or bespoke manufacturers who do not have historical field force muscularity.
An underrated aspect of dealer empowerment is dealer collectivism, under an identical platform. Which in turn means a robust and concerted voice against unfair trade practices, as the country is no longer divided into isolated pockets. This holds true for customers as well and it will just take a few R&D moments to convert any Dukan Tech platform to a unified customer voice. It will be easy for customers to talk to each other and both dealers and corporations to listen and react as this becomes a merged retail reality platform.
It would be interesting to see how the mindset of the retailer evolves, as he becomes a hub and not just an intermediary. Over time, a knowledge satrap marrying insight to data and thus creating matchwinner demand predictions. While his role as an influencer gets significantly enhanced, as he can educate his curious customers from a much wider and indeed global perspective. Companies will seek newer and more potent bridges with this community, to fulfil the real potential of meaningful influence.
Another compelling sidelight of the Dukan Tech evolution will be the enhanced participation of senior citizens and children, whose movements are restricted by choice or decree. The canvas will now be wide open and in the age of digital money, latent demand can be fulfilled with great gusto. In far flung areas, this will also include women and this inorganic growth will certainly keep businesses very interested.
Most certainly, the marketing communication strategies will change as micro marketing takes on an integrated avatar. The serviceable radius being the target segment for acquisition and growth, reachable through the transaction platforms as well as other innovative conduits. Imagery formation may well occur elsewhere but the final mile for conversion and retention is clearly the solo retail outpost.
In the end, it is not quite the last mile but actually the final frontier. Where logistics, culture and technology converge to make customers happy, manufacturers happier and retailers happiest.
(The author is Managing Director, Inexgro Brand Advisory)
From an unexposed intermediary to a technology-enabled entrepreneur, the solo retailer has certainly come a long way. The way they sell is changing rapidly and this is vitally transforming the way we buy. Customers are self-curating a hybrid offline-online protocol that is rooted equally in culture and convenience, leading to sustainable consumerism.
Most recently, my work with three varying entities has firmed this hypothesis of integrated technology. Nikhil Agarwal of Z1N Capital, who passionately espouses the philosophy of Dukan Tech, has been experimenting with business models which make the elephant prance like a deer, as an economy and as individuals.
Rakesh Kaul of Somany Home Innovation Limited has been a diligent pioneer in e-commerce and responsible for significant innovative acts. Kumar Saha and Viresh Oberoi of nextdoorhub.com are committed to empower every stakeholder — seller, buyer and manufacturer.
It is certainly true that the quality and efficiency of delivery are defining this relationship with a lessening role of historical equity. During the lockdown, only those brands with robust supply chains could ably support the customers and this has led to “Duress Loyalty” — where customers are willing and able to forgo desirable, emotional and imagery benefits for the core transactional values. Technology can play a crucial role in pre-verifying inventory, so that the discovery process is seamless and brands do not suffer from dissonance.
The seamless marriage of choice and convenience is a key driver for Dukan Tech as customers do not have to wait for what they really want. But the good news for brands is that preference can be made to count as long as products are available. This can well lead to the “Representative Distribution” model, where companies place products in a few outlets as opposed to maximum penetration. A blessing equally for MSME or bespoke manufacturers who do not have historical field force muscularity.
An underrated aspect of dealer empowerment is dealer collectivism, under an identical platform. Which in turn means a robust and concerted voice against unfair trade practices, as the country is no longer divided into isolated pockets. This holds true for customers as well and it will just take a few R&D moments to convert any Dukan Tech platform to a unified customer voice. It will be easy for customers to talk to each other and both dealers and corporations to listen and react as this becomes a merged retail reality platform.
It would be interesting to see how the mindset of the retailer evolves, as he becomes a hub and not just an intermediary. Over time, a knowledge satrap marrying insight to data and thus creating matchwinner demand predictions. While his role as an influencer gets significantly enhanced, as he can educate his curious customers from a much wider and indeed global perspective. Companies will seek newer and more potent bridges with this community, to fulfil the real potential of meaningful influence.
Another compelling sidelight of the Dukan Tech evolution will be the enhanced participation of senior citizens and children, whose movements are restricted by choice or decree. The canvas will now be wide open and in the age of digital money, latent demand can be fulfilled with great gusto. In far flung areas, this will also include women and this inorganic growth will certainly keep businesses very interested.
Most certainly, the marketing communication strategies will change as micro marketing takes on an integrated avatar. The serviceable radius being the target segment for acquisition and growth, reachable through the transaction platforms as well as other innovative conduits. Imagery formation may well occur elsewhere but the final mile for conversion and retention is clearly the solo retail outpost.
In the end, it is not quite the last mile but actually the final frontier. Where logistics, culture and technology converge to make customers happy, manufacturers happier and retailers happiest.
(The author is Managing Director, Inexgro Brand Advisory)