27 May

Vet2Trade Business Report: Comparison of the key trends and players in India and the US – by Rakesh Shukla, vet2trade.market

By TWB_ In Communication, Internal Communications, Leadership, Marketing Content, Press & Media, Product Strategy /   55 Comments

Executive Summary

The veterinary market is segmented into several primary categories, including companion animals, livestock, and various services like diagnostics, therapeutics, and pet food. This report details these segments and examines the differences in the Indian and US markets in terms of segmentation, relative size, growth, and trends. Key trends such as technological advancements, drug developments, and healthcare improvements are highlighted. This report also provides a granular analysis of urban vs. rural areas within each country and identifies major players in the industry, especially those operating in both India and the US.

Primary Segments in the Veterinary Market

1. Companion Animals

  • Diagnostics: Includes diagnostic imaging, blood tests, and genetic testing.
  • Therapeutics: Encompasses medications and treatments for diseases and conditions.
  • Pet Food: Nutritional products tailored for various breeds and health conditions.
  • Services: Routine check-ups, vaccinations, and emergency care.

2. Livestock

  • Diagnostics: Disease testing and monitoring.
  • Therapeutics: Veterinary drugs and vaccines for disease prevention and treatment.
  • Nutrition: Feed supplements and nutritional products to enhance productivity and health.
  • Services: Breeding, health monitoring, and surgical procedures.

Comparison of Veterinary Markets: India vs. US

Market Size and Growth

  • US Market:
  • The US veterinary market is one of the largest globally, with a market size of approximately $45 billion in 2023, growing at a CAGR of 5% over the past five years.
    • The companion animal segment dominates, driven by high pet ownership rates and significant spending on pet healthcare and wellness.
  • Indian Market:
  • The Indian veterinary market is smaller but rapidly growing, with a market size of about $1.4 billion in 2023, and a higher CAGR of 8% over the past five years.
    • The livestock segment is more prominent due to the agrarian economy and reliance on livestock for income.

Granular Analysis

  • Urban vs. Rural:
  • US: Urban areas show higher expenditure on companion animals with a focus on advanced diagnostics and therapeutics. Rural areas focus more on livestock services.
    • India: Urban regions are seeing increasing pet ownership and related services, but rural areas still largely depend on livestock veterinary services for economic reasons.

Trends

  1. Technological Advancements:
  • US:
  • Telemedicine: Companies like Fuzzy Pet Health and PetDesk are providing telehealth services, enabling pet owners to consult veterinarians remotely, enhancing access to veterinary care.
    • AI-driven Diagnostics: Firms like SignalPET use artificial intelligence to interpret radiographs, improving diagnostic accuracy and speed.
    • Wearable Health Monitoring Devices: Products like the Whistle GPS Pet Tracker and FitBark monitor pet activity and health metrics, providing real-time data to veterinarians and pet owners.
  • India:
  • Telemedicine: Platforms such as Practo and VetnCare offer teleconsultation services, particularly beneficial in remote areas where veterinary facilities are scarce.
    • Mobile Apps: PetKonnect and Woofwoofnow provide veterinary consultation, health tracking, and service bookings, making veterinary care more accessible to urban pet owners.
  1. Drug Developments:
  • US:
  • Biologics: Zoetis’ Cytopoint, a monoclonal antibody therapy, provides targeted treatment for canine atopic dermatitis, representing a shift towards precision medicine in veterinary care.
    • Novel Therapies: Elanco’s Galliprant, a non-steroidal anti-inflammatory drug (NSAID), offers an innovative approach to managing canine osteoarthritis with fewer side effects compared to traditional NSAIDs.
  • India:
  • Affordable Generics: Companies like Hester Biosciences focus on producing cost-effective generic vaccines and medications for livestock, such as Hester’s ND+IB vaccine for poultry.
    • Veterinary Vaccines: Indian Immunologicals Limited (IIL) has developed Raksha Ovac, a vaccine for ovine footrot, addressing a significant health issue in sheep farming.
  1. Healthcare Improvements:

US:

  • Specialized Veterinary Practices: The rise of specialty clinics like VCA Animal Hospitals and BluePearl Veterinary Partners, which offer advanced services such as oncology, cardiology, and neurology, reflects a trend towards specialized and comprehensive pet healthcare.
    • Wellness Programs: Companies like Banfield Pet Hospital offer Optimum Wellness Plans, which include preventive care, vaccinations, and routine health checks, promoting proactive health management for pets.
  • India:
  • Advanced Treatments: Veterinary hospitals like Cessna Lifeline in Bangalore provide state-of-the-art treatments including endoscopy, orthopedic surgeries, and critical care, bringing advanced veterinary services to urban pet owners.
    • Preventive Care: NGOs and veterinary organizations are increasingly focusing on preventive care programs, such as regular vaccination drives and health camps for livestock in rural areas, improving overall animal health and productivity.

Key Players in the Veterinary Market

US

  1. Zoetis Inc.
  • Market Share: Zoetis is the largest global player in animal health with a significant market share.
    • Technical Differentiators: Leading in research and development with innovative vaccines, parasiticides, and diagnostic products.
    • Key Market Segments: Companion animals and livestock.
    • Product Brands:
  • Companion Animals: Simparica Trio (parasiticide), Cytopoint (atopic dermatitis treatment).
    • Livestock: Draxxin (antibiotic), Excede (antibiotic).
  1. IDEXX Laboratories
  • Market Share: A major player in veterinary diagnostics.
    • Technical Differentiators: Cutting-edge diagnostic technology and software solutions.
    • Key Market Segments: Companion animals.
    • Product Brands:
  • Diagnostics: Catalyst One (chemistry analyzer), SNAP tests (rapid diagnostic tests).
  1. Boehringer Ingelheim
  • Market Share: Significant global presence in animal health.
    • Technical Differentiators: Strong focus on vaccines and therapeutics, innovative R&D.
    • Key Market Segments: Companion animals, livestock, poultry.
    • Product Brands:
  • Companion Animals: NexGard (parasiticide), Heartgard (heartworm prevention).
    • Livestock: Ingelvac (swine vaccines), Bovikalc (cattle supplement).

India

  1. Hester Biosciences
  • Market Share: Leading in the poultry vaccine market in India.
    • Technical Differentiators: Extensive vaccine production capabilities, focus on affordability.
    • Key Market Segments: Poultry, livestock.
    • Product Brands:
  • Poultry: Hester ND+IB (Newcastle and Infectious Bronchitis vaccine), Hester Coryza (fowl coryza vaccine).
  1. Venkys India
  • Market Share: Major player in the poultry segment.
    • Technical Differentiators: Comprehensive product portfolio for poultry health and nutrition.
    • Key Market Segments: Poultry.
    • Product Brands:
  • Nutrition: Venky’s India feed supplements.
    • Health Products: Vetcom (medications for poultry).

Companies Operating in Both Markets

  1. Boehringer Ingelheim
  • Market Share: Substantial presence in both India and the US.
    • Technical Differentiators: Advanced R&D, extensive portfolio in vaccines and therapeutics.
    • Key Market Segments: Companion animals, livestock, poultry.
    • Product Brands: (See above)
  1. Elanco Animal Health
  • Market Share: Strong market position globally, including India and the US.
    • Technical Differentiators: Focus on innovation, broad portfolio across species.
    • Key Market Segments: Companion animals, livestock.
    • Product Brands:
  • Companion Animals: Trifexis (parasiticide), Galliprant (arthritis treatment).
    • Livestock: Rumensin (feed additive), Imrestor (immunostimulant).
  1. Merck Animal Health
  • Market Share: Leading player in animal health with operations in both countries.
    • Technical Differentiators: Comprehensive solutions, advanced biologics.
    • Key Market Segments: Companion animals, livestock, poultry.
    • Product Brands:
  • Companion Animals: Bravecto (flea and tick treatment), Nobivac (vaccines).
    • Livestock: Zilmax (beef cattle feed additive), Safe-Guard (anthelmintic).

Conclusion

The veterinary markets in India and the US show significant differences in size, growth, and focus. The US market is more developed with a strong emphasis on companion animals, advanced diagnostics, and therapeutic services. In contrast, the Indian market, while smaller, is growing rapidly with a primary focus on livestock health. Both markets are experiencing trends driven by technological advancements and healthcare improvements, though the pace and focus of these trends vary. Key players like Boehringer Ingelheim, Elanco, and Merck are instrumental in shaping the veterinary landscape in both countries.

About Vet2Trade™

Vet2Trade™ is part of Rakesh Shukla-led VOSD Corporation. Vet2Trade™ is India’s largest B2B platform for the veterinary industry, bringing together Medical Equipment and Instruments, Medical Supplies and Accessories, Pharmaceuticals and Medications, Pet Services, and Pet Care in a single marketplace. Vet2Trade™ brings together various players in the veterinary industry and operates as a reliable, quality-driven platform ensuring convenience and competitive pricing for all its users.

VOSD Corporation™ is a holding company that creates and delivers India’s most beloved pet brands & businesses to pet parents across veterinary care, pet transport, lifestyle, vet pharma, and pet food. These include Vet2Trade™, VOSD AI™, VOSD Advance Vet Care™, VOSD Brands™ and VOSD-on-Wheels™. Together these companies fund the VOSD Trust™ — the world’s largest dog rescue.

About Rakesh Shukla

Rakesh Shukla is the foremost expert on dogs in India & the founder of the VOSD Trust™ — the world’s largest dog rescue. Rakesh has spent 30 years creating several multimillion-dollar world-class software products & businesses. Rakesh manages a portfolio of successful startups –  in IT, PetTech, and RetailTech including VOSD™ Vet & Pet Corporation, TWBcx™, The Better Company™ & inStore™ Retail. The VOSD Trust™ is the sole financial survivor of Rakesh Shukla and all his investments and companies.

References

Read More
20 May

Rakesh Shukla led B2B platform Vet2Trade™ crosses 100,000 veterinary products on the B2B marketplace

By TWB_ In Marketing Content, Press & Media, Product Strategy, Strategic Marketing /   37 Comments

Rakesh Shukla led B2B platform Vet2Trade™ crosses 100,000 veterinary products on the B2B marketplace

Vet2Trade™, a VOSD Corporation™ company, has on-boarded over 1000 veterinary suppliers with 100,000 individual products & services now listed on the https://vet2trade.market  B2B marketplace. This is another step in creating value and extending VOSD Corporation’s footprint in the INR 15,000 crore/ US$2 Billion Indian veterinary market space.

vet2trade.market is India’s largest veterinary B2B marketplace – even compared to veterinary suppliers on horizontal B2B plays such as IndiaMart and TradeIndia. Vet2Trade allows buyers and sellers to transact a vast catalog of veterinary supplies, pharmaceuticals, equipment, and specialized tools, ensuring quality, convenience, and competitive pricing.

Vet2Trade™, part of Rakesh Shukla-led VOSD Corporation, is India’s largest B2B platform for the veterinary industry for market, product & service discovery across Veterinary Equipment and Instruments, Veterinary Supplies and Accessories, Veterinary Pharmaceuticals and Medications, as well as Veterinary Services and Pet Care. Other than market, product & service discovery Vet2Trade empowers businesses on the vet2trade.market B2B marketplace with attractive business loans and secures their transactions through VOSD-powered escrows.

About Vet2Trade: Vet2Trade™ is part of Rakesh Shukla-led VOSD Corporation. Vet2Trade™ is India’s largest B2B platform for the veterinary industry, bringing together Medical Equipment and Instruments, Medical Supplies and Accessories, Pharmaceuticals and Medications, Pet Services, and Pet Care in a single marketplace. Vet2Trade™ brings together various players in the veterinary industry and operates as a reliable, quality-driven platform ensuring convenience and competitive pricing for all its users. Vet2Trade™ aims to bring supply chain efficiency, the best possible technology, and medical care at the best price points to dogs of India.

About Rakesh Shukla: Rakesh Shukla, a BTech & MBA, has spent 30 years creating several multimillion-dollar world-class software products & businesses. Rakesh manages a portfolio of successful startups –  in IT, PetTech, and RetailTech including VOSD™ Vet & Pet Corporation, TWBcx™, The Better Company™ & inStore™ Retail.

Read More
20 May

Trends & influences of the Indian Pet Market – by Rakesh Shukla,  VOSD™ Corporation

By TWB_ In Communication, Marketing Content, Product Strategy, Strategic Marketing /   47 Comments

Trends & influences of the Indian Pet Market – by Rakesh Shukla,  VOSD™ Corporation

Overview

The Indian pet market has experienced significant growth over the past five years, driven by increasing pet ownership, urbanization, rising disposable incomes, and changing social attitudes towards pets. This report provides a comprehensive analysis of the companion animal market in India, with particular focus on dogs, detailing the primary segments, market size, trends, key drivers, and influencing phenomena.

Market Segments

The Indian pet market can be divided into several primary segments:

  1. Pet Food
  2. Veterinary Care
  3. Grooming and Accessories
  4. Pet Pharmaceuticals
  5. Pet Services
Pet Food

The pet food segment is the largest in the Indian pet market. According to the “Euromonitor International Report,” the pet food market in India was valued at approximately INR 2,500 crore in 2020, with an annual growth rate of around 13%. The segment includes dry food, wet food, and treats, with premium and specialized diets becoming increasingly popular.

Veterinary Care

The veterinary care segment includes routine check-ups, vaccinations, surgeries, and preventive care. The “IMARC Group Report” estimates this segment to be valued at INR 1,000 crore in 2021, with a growth rate of 10% per annum. The rise of pet insurance and digital veterinary services has also contributed to this growth.

Grooming and Accessories

This segment covers grooming products, toys, clothing, and accessories. It was valued at INR 800 crore in 2021, growing at an 11% annual rate according to the “TechSci Research Report”. Increased humanization of pets has driven demand for premium grooming products and accessories.

Pet Pharmaceuticals

Pet pharmaceuticals include medicines, supplements, and vaccines. The “Mordor Intelligence Report” indicates this market segment was valued at INR 700 crore in 2020 and is growing at a rate of 9% annually. Increasing awareness about pet health and wellness has spurred growth in this segment.

Pet Services

This segment includes boarding, training, pet sitting, and pet transportation. According to “Research and Markets,” the pet services market was valued at INR 500 crore in 2021, growing at a 12% annual rate. The increasing number of dual-income households has fueled demand for these services.

Market Size and Trends

The overall companion animal market in India, focusing on dogs, has shown robust growth. The total market size in 2021 was estimated to be INR 5,500 crore, with a compound annual growth rate (CAGR) of around 12% over the past five years.

  1. Rising Premiumization: There is a noticeable trend towards premium products, especially in pet food and grooming segments. Owners are willing to spend more on high-quality, nutritious food and premium grooming products.
  2. Increasing Pet Adoption: Adoption rates have surged, driven by greater awareness and changing societal norms. This has led to increased demand for veterinary services and pet pharmaceuticals.
  3. Growth of E-commerce: Online platforms like Amazon, Flipkart, and specialized pet stores like Heads Up For Tails have seen significant growth, offering convenience and a wide range of products.
  4. Digital Veterinary Services: Telehealth services for pets have become popular, especially during the COVID-19 pandemic, allowing for remote consultations and care.
  5. Humanization of Pets: Pets are increasingly seen as family members, driving demand for higher quality food, better healthcare, and luxury accessories.

Key Drivers

Several key drivers have influenced the growth of the Indian pet market:

  1. Rising Disposable Income: Higher disposable incomes have enabled more households to afford pets and spend on premium products and services.
  2. Urbanization: Urban living conditions and smaller family units have contributed to increased pet adoption.
  3. Awareness and Education: Greater awareness about pet health, nutrition, and wellness has led to higher spending on veterinary care and pharmaceuticals.
  4. Social Media Influence: Pet owners are increasingly influenced by social media, leading to trends in pet fashion, grooming, and unique pet services.
  5. COVID-19 Impact: The pandemic saw a rise in pet adoption as people sought companionship during lockdowns. It also accelerated the adoption of digital services and e-commerce for pet products.

Influencing Phenomena

Several phenomena have influenced the Indian pet market:

  1. Regulatory Changes: Policies regarding pet importation, breeding standards, and veterinary practices have shaped the market dynamics.
  2. Technological Advancements: Innovations in pet care products, telehealth, and e-commerce platforms have transformed how pet services are delivered and consumed.
  3. Environmental Concerns: There is a growing trend towards sustainable and eco-friendly pet products as consumers become more environmentally conscious.
  4. Cultural Shifts: Changing cultural attitudes towards pets as part of the family unit have driven market growth across all segments.

Conclusion

The Indian pet market, particularly for dogs, is poised for continued growth, driven by rising incomes, urbanization, and the increasing humanization of pets. With robust growth across all segments, from pet food to veterinary care and services, the market offers substantial opportunities for businesses and investors. The impact of digital transformation and changing consumer behavior will further shape the future of this dynamic market.

About the Author: Rakesh Shukla, a BTech & MBA, has spent 30 years creating many multimillion-dollar world-class software products & businesses. Rakesh manages a portfolio of successful startups –  in IT, PetTech, and RetailTech including VOSD™ Vet & Pet Corporation, TWBcx™, The Better Company™ & inStore™ Retail. VOSD™ Corporation includes Vet2Trade™, VOSD AI™, VOSD Advance Vet Care™, and VOSD-on-Wheels™ which together fund VOSD Foundation™ — the world’s largest dog rescue.

Read More
20 May

The Indian Context of Customer Service vs. Customer Experience: by Rakesh Shukla, CEO at InStore™ by TWBcx™

By TWB_ In Communication, Marketing Content, Product Strategy, Strategic Marketing /   30 Comments

“The Indian Context of Customer Service vs. Customer Experience: Differences & Technologies Driving Each in Retail”

In the competitive world of retail, businesses are constantly striving to improve their interactions with customers. Two critical concepts in this endeavor are customer service and customer experience. While often used interchangeably, these terms represent distinct facets of customer interaction that can significantly influence a company’s success. This article delves into the differences between customer service and customer experience, explores the technologies that drive each, and highlights best practices and future trends within the retail sector, particularly focusing on the Indian market.

1. Defining Customer Service and Customer Experience

Customer Service refers to assistance provided to customers before, during, and after purchasing products or services. Traditionally, customer service was limited to in-person interactions, phone calls, and later, emails. Its primary goal is to resolve customer issues and ensure satisfaction with the company’s offerings.

Customer Experience (CX) encompasses the entire journey a customer takes from the first point of contact with a brand through to post-purchase interactions. CX includes every touchpoint a customer has with a company, from navigating the website to interacting with sales and support teams. The goal of CX is to create a seamless journey that fosters loyalty and encourages repeat business.

2. Historical Context and Evolution

Evolution of Customer Service:

  • Early 20th Century: Customer service primarily involved face-to-face interactions in stores.
  • 1960s-1970s: Emergence of call centers, allowing businesses to offer support over the phone.
  • 1990s: Introduction of email support, providing an additional channel for customer service.
  • 2000s: Adoption of live chat on websites, enabling real-time assistance.
  • 2010s-Present: Rise of AI-powered chatbots and automated helpdesk software, enhancing efficiency and scalability.

Evolution of Customer Experience:

  • 1980s: Focus on in-store experience, with an emphasis on store layout and customer service.
  • 1990s: Emergence of the concept of customer journey, considering all touchpoints a customer interacts with.
  • 2000s: Integration of online and offline experiences, with the rise of e-commerce.
  • 2010s-Present: Development of omnichannel strategies, providing a seamless experience across all channels. Enhanced personalization through AI and big data analytics.

3. Key Technologies in Customer Service

Customer Relationship Management (CRM) Systems:

CRM systems are essential for managing customer interactions and data throughout the customer lifecycle. They help businesses organize, automate, and synchronize sales, marketing, and customer service processes. A CRM system allows customer service representatives to access customer history, preferences, and previous interactions, enabling personalized and efficient support.

Chatbots and AI Assistants:

AI-powered chatbots and virtual assistants use natural language processing (NLP) to understand and respond to customer queries. These tools can handle a high volume of inquiries simultaneously, providing instant support and freeing up human agents to tackle more complex issues. Advanced chatbots can learn from interactions, improving their responses over time.

Helpdesk Software:

Helpdesk software automates the process of managing customer support tickets. It includes features like ticket categorization, automated responses, and workflow automation. This technology ensures that customer issues are resolved efficiently and that no query goes unanswered.

Interactive Voice Response (IVR) Systems:

IVR systems enable customers to interact with a company’s call center through voice or keypad inputs. Modern IVR systems use speech recognition to guide customers through menu options and provide information or route calls to the appropriate department. These systems reduce wait times and improve the efficiency of customer support.

4. Key Technologies in Customer Experience

Artificial Intelligence (AI) and Machine Learning (ML) for Personalization:

AI and ML algorithms analyze customer data to offer personalized recommendations and experiences. In retail, these technologies can suggest products based on past purchases, browsing behavior, and preferences. Personalization enhances customer satisfaction and increases the likelihood of repeat purchases.

Omnichannel Platforms:

Omnichannel platforms integrate various customer touchpoints, including online, mobile, and in-store interactions, into a single seamless experience. They ensure that customers have a consistent and personalized experience regardless of the channel they use. For example, a customer can start shopping on a mobile app and complete the purchase in-store without any disruption.

Augmented Reality (AR) and Virtual Reality (VR):

AR and VR technologies create immersive shopping experiences. AR allows customers to visualize products in their environment using their smartphones, while VR provides a virtual shopping experience that mimics being in a physical store. These technologies enhance the online shopping experience, making it more interactive and engaging.

Big Data Analytics:

Big data analytics involves collecting and analyzing vast amounts of customer data to gain insights into behavior and preferences. Retailers use these insights to make data-driven decisions, optimize marketing strategies, and enhance customer experiences. For instance, data analytics can identify trends and predict future purchasing behaviors, allowing for more targeted marketing campaigns.

5. Best Practices in Implementing Customer Service and Customer Experience Technologies

Customer Service Best Practices:

  1. Integrate AI with Human Support: While AI can handle routine queries, human agents should be available for complex issues. This hybrid approach ensures efficiency and personalized support.
  2. Train Staff Continuously: Regular training ensures that customer service representatives are familiar with the latest technologies and best practices. This improves the quality of support and enhances customer satisfaction.

Customer Experience Best Practices:

  1. Seamless Omnichannel Integration: Ensure that all customer touchpoints are integrated and provide a consistent experience. For example, customer data should be accessible across all channels, allowing for a seamless transition from online to offline interactions.
  2. Leverage Data Analytics: Use big data analytics to gain insights into customer behavior and preferences. This information can be used to personalize marketing efforts, optimize inventory, and improve overall customer experience.

6. Measuring Effectiveness of CS & CX

Measuring Customer Service Effectiveness:

  1. Customer Satisfaction (CSAT) Scores: CSAT scores are based on customer feedback and measure satisfaction with a specific interaction or overall service.
  2. Response Times: Tracking the time it takes to respond to and resolve customer queries helps assess the efficiency of customer service operations.

Measuring Customer Experience Effectiveness:

  1. Net Promoter Score (NPS): NPS measures customer loyalty and likelihood to recommend the company to others. It is based on a single question: “How likely are you to recommend our company to a friend or colleague?”
  2. Customer Journey Mapping: This involves mapping out the entire customer journey and identifying touchpoints where improvements can be made. It provides a comprehensive view of the customer experience and highlights areas for enhancement.

7. Future Trends in Customer Service and Customer Experience Technologies

Customer Service Trends:

  1. Increased Use of AI and Machine Learning: AI and ML will continue to play a significant role in customer service, with advancements in NLP and predictive analytics enabling more sophisticated and proactive support.
  2. Predictive Analytics for Proactive Service: Predictive analytics can anticipate customer needs and issues before they arise, allowing businesses to offer proactive support and enhance customer satisfaction.

Customer Experience Trends:

  1. Enhanced Personalization with AI and ML: AI and ML will further refine personalization, offering even more tailored experiences based on real-time data and customer behavior.
  2. Greater Adoption of AR and VR: As AR and VR technologies become more accessible, their adoption in retail will increase, providing immersive and engaging shopping experiences.

Understanding the differences between customer service and customer experience is crucial for businesses aiming to thrive in the retail sector. While customer service focuses on resolving specific issues and ensuring satisfaction, customer experience encompasses the entire journey a customer takes with a brand. Both are essential for building customer loyalty and driving business success. By leveraging advanced technologies and following best practices, retailers can enhance both customer service and customer experience, ensuring they stay ahead in a competitive market. As the retail landscape continues to evolve, staying informed about the latest trends and technologies will be key to maintaining a competitive edge.

In India there are several mature examples of leveraging technology for enhancing both CS and CX scores. For instance HDFC Bank has successfully implemented AI chatbots to enhance its customer service. The chatbot, named EVA, can handle millions of customer queries efficiently, providing instant responses and freeing up human agents to focus on more complex tasks. EVA uses natural language processing to understand and respond to customer inquiries, improving over time through machine learning.

On he other hand Myntra, one of India’s leading fashion e-commerce platforms, uses AI-driven personalization to enhance customer experience. Myntra’s algorithms analyze customer data, such as past purchases and browsing history, to offer personalized product recommendations. This tailored shopping experience increases customer satisfaction and loyalty.

 

About the Author: Rakesh Shukla is the founder of Avinya Innovation and Incubation which has launched TWBcx: CXM on Subscription™. TWBcx™ is a XaaS CXM suite that allows businesses to deliver outstanding experiences throughout the customer journeys and customer touch points as a subscription! inStore™ is a product in the TWBcx™ suite that focuses on small & medium retail store formats. More information on inStore™ on https://instore.bargains/home/

Read More
19 May

Personalizing User Experience in Retail Stores, by Rakesh Shukla, CEO at InStore™ by TWBcx™

By TWB_ In Communication, Leadership, Marketing Content, Press & Media, Product Strategy /   28 Comments

Technologies and Workflows Personalizing User Experience in Retail Stores: – by Rakesh Shukla, CEO at InStore™ by TWBcx™: XaaS on Subscription™ 

Introduction

In the current competitive retail environment, tailoring the in-store experience is crucial for improving customer satisfaction, boosting sales, and fostering brand loyalty. This article investigates cutting-edge technologies that enable customized shopping experiences. We analyze technical specifics and operational processes, emphasizing how these innovations close the final gap to provide real-time recommendations and personalized interactions for shoppers

Front-End Technologies: Enhancing User Experience

1. Internet of Things (IoT)

IoT devices such as smart shelves, beacons, and RFID tags are essential for gathering data and providing real-time insights into customer behavior. These devices help retailers track inventory, monitor shopper movement, and send personalized offers directly to customers’ smartphones.

Technical Details:

  • Beacons: Small, battery-powered devices that use Bluetooth Low Energy (BLE) to transmit signals to nearby smartphones. When a customer with a store’s app comes within range, the beacon triggers a notification with a personalized offer.
  • Smart Shelves: Equipped with weight sensors and RFID readers, these shelves track product levels and customer interactions. They can alert staff when restocking is needed and provide real-time inventory data.
  • RFID Tags: Attached to products, these tags transmit data to RFID readers, allowing for precise inventory tracking and automated checkout processes.

Workflow:

  1. Data Collection: IoT devices collect data on customer behavior, product interactions, and inventory levels.
  2. Data Transmission: Data is transmitted in real-time to the central server via Wi-Fi or Bluetooth.
  3. Processing and Analysis: The server processes this data, often in the cloud, using algorithms to detect patterns and trigger actions.
  4. Personalized Interaction: Based on the analysis, personalized offers are sent to customers’ smartphones via the store app.

2. Artificial Intelligence (AI) and Machine Learning (ML)

AI and ML algorithms analyze large datasets to provide personalized recommendations, optimize store layouts, and predict customer preferences. These technologies enable retailers to offer customized shopping experiences, such as personalized product suggestions and dynamic pricing.

Technical Details:

  • Recommendation Engines: Use collaborative filtering, content-based filtering, and hybrid methods to suggest products based on customer behavior and preferences.
  • Predictive Analytics: Analyzes historical data to predict future trends and customer needs.
  • Natural Language Processing (NLP): Enables AI-powered chatbots to understand and respond to customer queries in real-time.

Workflow:

  1. Data Ingestion: Customer data from various sources (POS, CRM, IoT devices) is ingested into a data lake.
  2. Data Processing: Data is cleaned, transformed, and loaded into a data warehouse.
  3. Model Training: Machine learning models are trained on historical data to recognize patterns and make predictions.
  4. Real-Time Inference: Trained models are deployed to production to provide real-time recommendations and dynamic pricing.
  5. Customer Interaction: Personalized recommendations are displayed on digital screens, kiosks, or mobile apps.

3. Augmented Reality (AR) and Virtual Reality (VR)

AR and VR technologies create immersive shopping experiences, allowing customers to visualize products in different settings or try them on virtually. These technologies help bridge the gap between online and offline shopping experiences.

Technical Details:

  • AR Applications: Use smartphone cameras and AR software to overlay digital information on the physical world. Technologies like ARKit (iOS) and ARCore (Android) are commonly used.
  • VR Setups: Require VR headsets and controllers to create a fully immersive environment. VR applications are typically developed using platforms like Unity or Unreal Engine.

Workflow:

  1. Content Creation: 3D models and AR/VR content are created and stored in a content management system.
  2. Application Development: AR/VR applications are developed and integrated with retail systems.
  3. Deployment: Applications are deployed to mobile devices or VR stations in the store.
  4. User Interaction: Customers interact with AR/VR content, enhancing their shopping experience by visualizing products in different contexts or trying them on virtually.

4. Mobile Apps and Location-Based Services

Mobile apps with location-based services enable retailers to engage customers with personalized offers, product information, and in-store navigation. These apps use GPS, Wi-Fi, and Bluetooth to determine the customer’s location and provide relevant content.

Technical Details:

  • Location Services: Utilize a combination of GPS, Wi-Fi triangulation, and BLE beacons to accurately determine the customer’s location.
  • Push Notifications: Use Apple Push Notification Service (APNs) or Firebase Cloud Messaging (FCM) to send real-time notifications.
  • In-Store Navigation: Leverage indoor mapping and navigation SDKs like Mapwize or IndoorAtlas.

Workflow:

  1. Location Detection: The mobile app detects the customer’s location using GPS, Wi-Fi, and BLE beacons.
  2. Data Processing: Location data is processed to determine the nearest products or offers.
  3. Content Delivery: Relevant content, such as promotions or navigation assistance, is delivered to the customer’s mobile device.
  4. User Interaction: Customers interact with the app to receive personalized offers and navigate the store.

Back-End Technologies: Supporting Business Applications

1. Internet of Things (IoT)

Integration:

  • POS Systems: IoT devices can integrate with POS systems to update inventory levels in real-time.
  • CRM: Data collected from IoT devices can be fed into CRM systems to enhance customer profiles and tailor marketing efforts.

Technical Details:

  • Middleware: IoT middleware platforms like AWS IoT or Azure IoT Hub manage data flow between devices and enterprise systems.
  • Data Storage: IoT data is stored in scalable databases such as NoSQL (e.g., MongoDB) for fast processing and retrieval.
  • APIs: RESTful APIs facilitate communication between IoT devices and enterprise applications.

Workflow:

  1. Data Collection: IoT devices collect data from the retail environment.
  2. Data Transmission: Data is sent to the IoT middleware platform.
  3. Data Storage: The middleware processes and stores the data in a database.
  4. System Integration: APIs enable integration with POS and CRM systems, updating inventory and customer profiles in real-time.
  5. Action Triggers: Based on predefined rules, actions such as restocking alerts or personalized promotions are triggered.

2. Artificial Intelligence (AI) and Machine Learning (ML)

Integration:

  • Inventory Management: AI can predict demand and optimize stock levels.
  • Customer Service: AI-powered chatbots and virtual assistants can provide personalized assistance to customers in-store.

Technical Details:

  • Data Pipelines: ETL (Extract, Transform, Load) processes ingest data from various sources into a data warehouse.
  • Model Deployment: Machine learning models are deployed using frameworks like TensorFlow Serving or AWS SageMaker.
  • API Endpoints: Models are accessed via REST or gRPC endpoints for real-time inference.

Workflow:

  1. Data Ingestion: ETL pipelines collect data from POS, CRM, and IoT devices.
  2. Data Processing: Data is processed and stored in a data warehouse.
  3. Model Training: Machine learning models are trained using historical data.
  4. Model Deployment: Trained models are deployed to the cloud or edge devices.
  5. Real-Time Inference: Models provide real-time predictions and recommendations via API endpoints.
  6. System Integration: AI insights are integrated with inventory management and customer service platforms to drive personalized experiences.

3. Augmented Reality (AR) and Virtual Reality (VR)

Integration:

  • Mobile Apps: AR features can be integrated into retail mobile apps to provide virtual try-ons and interactive product demos.
  • In-Store Displays: VR setups in-store can offer virtual tours and product visualizations.

Technical Details:

  • Content Management Systems (CMS): Store AR/VR content and manage updates.
  • SDKs and APIs: Use AR/VR SDKs (e.g., ARKit, ARCore) and APIs to integrate AR/VR capabilities into mobile apps.
  • Cloud Rendering: For complex VR experiences, cloud rendering services like AWS Gamelift can be used to offload processing from local devices.

Workflow:

  1. Content Creation: Develop 3D models and AR/VR experiences using design tools like Blender or Maya.
  2. Application Development: Integrate AR/VR content into mobile apps or standalone VR applications.
  3. Deployment: Deploy applications to app stores or VR stations within the store.
  4. User Interaction: Customers use AR apps on their smartphones or VR headsets to interact with virtual content.
  5. Data Collection: User interaction data is collected and analyzed to refine AR/VR experiences.

4. Mobile Apps and Location-Based Services

Integration:

  • Loyalty Programs: Mobile apps can integrate with loyalty programs to offer personalized rewards and discounts.
  • In-Store Navigation: Apps can guide customers to products within the store, enhancing the shopping experience.

Technical Details:

  • Backend Services: Use cloud services (e.g., AWS Lambda, Google Firebase) to handle backend logic and data processing.
  • APIs: Integrate loyalty program APIs and indoor navigation SDKs with the mobile app.
  • Analytics: Implement analytics tools (e.g., Google Analytics, Mixpanel) to track user interactions and optimize app performance.

Workflow:

  1. User Registration: Customers register and log in to the mobile app, linking their profile with the loyalty program.
  2. Location Detection: The app uses GPS, Wi-Fi, and BLE beacons to determine the customer’s location within the store.
  3. Content Delivery: The backend processes location data and delivers personalized content and navigation instructions to the app.
  4. User Interaction: Customers interact with the app to receive personalized offers, rewards, and in-store navigation assistance.
  5. Data Collection: User interaction data is collected and analyzed to improve the app’s features and user experience.

5. Data Analytics and Customer Insights

Advanced data analytics tools process customer data to generate actionable insights. Retailers can use these insights to understand shopping patterns, optimize store layouts, and tailor marketing strategies.

Technical Details:

  • Data Warehousing: Use scalable data warehouses like Amazon Redshift or Google BigQuery to store and analyze large datasets.
  • Analytics Tools: Leverage tools like Tableau, Power BI, or Looker for data visualization and reporting.
  • Machine Learning Platforms: Utilize platforms like Databricks or H2O.ai for advanced analytics and model training.

Workflow:

  1. Data Ingestion: Data from various sources (POS, CRM, IoT devices) is ingested into a data lake.
  2. Data Processing: ETL processes clean, transform, and load data into a data warehouse.
  3. Analytics and Reporting: Use analytics tools to visualize data and generate reports.
  4. Model Training: Train machine learning models to detect patterns and predict trends.
  5. Insights Generation: Generate actionable insights and recommendations for store layout optimization and personalized marketing.
  6. System Integration: Integrate insights with ERP and marketing automation systems to implement recommendations.

Current Trends and Future Outlook

Trends:

  • Omnichannel Integration: Seamless integration between online and offline channels to provide a unified customer experience.
  • AI-Driven Personalization: Increasing use of AI to deliver hyper-personalized shopping experiences.
  • Sustainable Practices: Leveraging technology to promote sustainable shopping and reduce waste.

Future Outlook:

In the ever-evolving landscape of retail, we anticipate increasingly sophisticated personalization techniques. These advancements could involve more advanced AI algorithms, widespread adoption of AR/VR, and deeper integration of IoT devices to establish a highly interconnected and personalized shopping environment. Leveraging technology can markedly enhance the in-store experience by delivering personalized recommendations and elevating customer satisfaction. When seamlessly integrating front-end and back-end systems, retailers can provide a cohesive and highly tailored shopping journey.

About: Rakesh Shukla is the founder of Avinya Innovations and Incubation. TWBcx™ XaaS CXM suite from Avinya allows businesses to deliver outstanding experiences throughout the customer journeys and customer touch points as a subscription! inStore™ is a product in the TWBcx™ suite that focuses on small & medium retail store formats. More information on inStore™ on https://instore.bargains/home/

Read More
19 May

Upselling – Closing the gap in retail software, by Rakesh Shukla, CEO at InStore™ by TWBcx™

By TWB_ In Communication, Internal Communications, Marketing Content, Press & Media, Product Strategy, Strategic Marketing /   20 Comments

Large-format physical retail stores and chains compete with the largest e-commerce stores for consumer spending. One of the key places stores lose out is knowing the customers enough to create an upselling and cross-selling opportunity comparable to e-commerce stores. Even without the potentially limitless space of an e-commerce store in terms of stocking inventory & inventory management where physical stores don’t compete with e-commerce on:

  • Customer Data: E-commerce stores collect extensive customer data, allowing personalised recommendations. Physical stores often lack this level of insight, making it harder to tailor offers to individual shoppers.
  • Dependence on Staff: Training sales staff to upsell and cross-sell requires time and effort. Inconsistent or ineffective training can hinder the successful implementation of these techniques.
  • Customer Interaction: In a physical store, sales staff must engage with customers directly. Misreading customer cues or being too pushy can negatively impact the upselling and cross-selling process.
  • Seamless Checkout: Physical checkout lines can be busy, discouraging additional purchases. In contrast, e-commerce stores offer seamless online checkout experiences.

Software vendors address a large proportion of the gap enabling retail stores to know their customers better and personalise their shopping experience to some degree. Some of the leading software solutions to accomplish this and close the cross-selling gap are:

  1. Oracle Retail: Suitable for Enterprises. Stands out for:
    • Inventory Management: Efficiently manage stock levels and replenishment.
    • Point of Sale (POS): Streamlined checkout process with real-time inventory updates.
    • Customer Insights: Collect data for personalised recommendations.
    • Loyalty Programs: Implement loyalty rewards and promotions.
  2. Microsoft Dynamics 365 for Retail: All-in-One Retail Management Software. Stands out for:
    • Unified Platform: Integrates sales, inventory, and customer data.
    • Omnichannel Support: Seamless customer experience across channels.
    • AI-Powered Insights: Personalized recommendations.
  3. Acumatica Cloud ERP: suited for cross-module workflows. Stands out for:
    • Delivers a Unified Platform to stores: That integrates financials, inventory, sales, and CRM.
    • Stores can create custom workflows
  4. Zoho Inventory: best suited for small businesses. Stands out for:
    • Inventory Tracking: Real-time stock updates.
    • Order Fulfillment: Manage orders efficiently.
    • Barcode Scanning: Simplify inventory management.
  5. Brightpearl: suited for end-to-end retail management. Stands out for:
    • Key Features:
      • Multichannel Integration: Connects online and offline sales channels.
      • Order Processing: Automates order fulfillment.
      • Financial Reporting: Comprehensive financial insights.
  6. Lightspeed Retail: suited for Inventory Management. Stands out for:
    • Inventory Tracking: Real-time stock updates.
    • Purchase Orders: Streamline ordering processes.
    • Customer Profiles: Collect data for personalised recommendations.

However, the gap that the best software suites are STILL not able to close is:

  • Access to Limited Customer Data when the customer is in-store: E-commerce stores collect extensive customer data, allowing personalised recommendations. Physical stores lack this level of insight but even more importantly – the ability to make it available to individual shoppers when shopping – something that e-commerce stores excel at.
  • Knowledge & Positioning: Sales staff to upsell and cross-sell requires time and effort and the transfer of a large amount of expertise in both the knowledge of products on display, their competitive positioning and the best upsells available.
  • Customer Interaction & communication: In a physical store, sales staff must engage with customers directly. Misreading customer cues or being too pushy can negatively impact the interaction. On the other hand, no interaction is not a solution either

This is the gap – getting close to the customer when the customer is shopping – that inStore™ by TWBcx™ closes for retail store owners and management. inStore™ guides shoppers to the most appropriate products & discounts in a store on their phones without the need to expensive software applications and integration. More information on https://instore.bargains/home/

Read More
Market & Competitive Intelligence I TWB_
27 Dec

Market Intelligence for Startups 101

By TWB_ In Leadership, Product Strategy, Strategic Marketing /   4 Comments

Market intelligence can be the difference between success & failure of a startup. Market intelligence is mission critical in that it enables you to understand your competitors, customers, and other business environment factors. Most entrepreneurs do not fully appreciate the importance of market intelligence or approach it as a strategic business function though. 

For the most part, entrepreneurs think Market Intelligence is what large companies with their big desks of people churning numbers from a variety of sources including paid reports and open sources. A lot of startups, therefore, rely on gut feel and seat of the pants driving and the VC inputs – to shape and design their products, map out competition and gauge the response of the market they wish to disrupt. But it is not, and it should not be the exclusive preserve of large tech companies.

What does Market Intelligence answer for a startup?

Market intelligence is a good start point to gather evidence for the assumptions of your business. Evidence comes in the form of both qualitative and quantitative information, collected from primary and secondary research that mitigates risk and guides investment. This doesn’t occur only in large companies with a large budget. As an entrepreneur, your investment decisions are even more critical for your success because they may be based on critical cash flows.

What differentiates the custom Market Intelligence TWB_ provides? We focus on creating ‘actionable insights’ married to your strategy rather than more data on your desk.

Market Intelligence can help identify opportunities and monitor market threats. You can create a feedback loop of learning and action involving customers, competition and your marketing action. You can lower the risk of new products or services that you plan to introduce.  Some of what you can answer is,

  • Where, how and who are you going to sell to? That includes geography, pricing models etc.
  • What kind of business models exists? What is the size of each?
  • What are your potential and addressable market? What do you substitute and solve?
  • Are you really disruptive? What are you replacing?
  • Who are your direct competitors? Do they have a diversified portfolio? What is your competitive advantage?
  • How are you going to position yourself? How will you move with market plays
  • Do you compare product/technology claims?
  • What are your weaknesses and strengths in capabilities, USP’s, value & quality, financials, cashflow, people?
  • What is the regulatory environment?

TWB_ Market Intelligence synthesis

What is special about TWB_?

In one word ‘insights’ rather than more data. TWB_ does not just produce data points, rather,

  • Synthesizes research findings & develop insights
  • Uses a perceptual map to build your brand story
  • Defines market segmentation and explain its benefits
  • Conjoint analysis to compute the relative importance of product features
  • Compare various brands and attributes using a perceptual map
  • and lastly, bring a full portfolio of strategic branding and marketing content to help execute your plan

Market intelligence is critical and core process and TWB_ is the partner to produce reliable market intelligence that you factor into your strategic decision making. Market intelligence is an essential tool for viewing the marketplace and making investment decisions and TWB_ has been doing that for the largest telecommunication, life sciences, semiconductor and others for years. It is from that experience we know that it does not have to be a captive function, nor does it have to be standard off the shelf reports. Market Intelligence can be custom, agile, incremental to your needs and focused on actionables rather than data given your positioning and growth trajectory.

Rakesh Shukla, Chief Executive & Founder, TWB_ I The Agency for Technology Brands I www.twb.in

Rakesh Shukla, TWB_ CEO

Tech Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.

Are you wanting to have real Market Intelligence to help make decisions?

Read More
Saturation Strategic Marketing from TWB_
08 Aug

TWB_ strategic marketing brings home a $200 million opportunity on a $30K spend

By TWB_ In Content, Marketing Content, Product Strategy, Strategic Marketing /   No Comments

TWB_ strategic marketing leveraging TWB_’s entire suite of services delivers a $200 million RFP to an Indian prime.

An Indian software vendor wanted to be in consideration for a $200million RFP from a US telecom giant.  However, the US company refused all attempts to make the Indian prime a respondent to the RFP since they felt the Indian vendor is not a product company of the same caliber as the other respondents including Cisco and HP. The customer felt that the Indian company did not have visible technological depth.

Making a play for the $200 million RFI

TWB_ was brought in to deliver the RFP from the RFI stage. TWB_ developed and worked on a 3-month plan to bring about the perception change for the customer which included a plan to develop a brand position for the solution, deep content to support this technology space and high visibility of this brand with the executive management of the customer.

The plan included,

Branding

  • Technology Branding: Branding not just as a name or a logo but with attributes of leadership, and aspiration in the defined space and the ability to deliver. From consideration a set of visual deliverables – logo’s, guidelines of the campaign, the language and brand promise are created. It is this that was followed through in all forthcoming communication.

Presence

Creating credible presence including

  • Event & Speaking engagement: Creating & delivering an Event & Speaking presence plan with the support of the marketing team of the Indian prime
  • PR/Media presence: Creating a PR campaign leveraging the existing PR partner to start plugging in the information that will be created for print as well as online distribution especially in the US and target trade & technology press.

Targeting

  • Creation & delivering on a digital ‘targeting plan’ included TWB_ drawing up a list of the most important execs of the US giant, and the most significant locations in the US where this particular technology base is located, as well as the most significant customers they have.
  • Then TWB_ draws out and delivers the most important aspect of this campaign – creates high visibility high volume presence on LinkedIn, Facebook and Google on these locations and these exec so these ‘ads’ follow them around – each leading to a high quality ‘engaging content’ artefact which in turn leads to a quality ‘deep content artefact’. This targeting allows spends to the focus on specific people, interest areas, and locations targets.

Intellectual Leadership

  • Engaging content: Creating & deliver ‘engaging content’ for the technology solution through blogs, social media posts, explainer videos etc (1-2 minute). TWB creates the content, does the branding and actually develops the assets.
  • Deep Content: Creation and delivery of ‘deep content’ once they ‘engage’ – this is done through White papers, Position papers, and evangelism. TWB_ created the topics for these artifacts, created the design of the content, researches develops and creates finished content including layouts

Over the next 3-4 months digital ads on Facebook, LinkedIn and Google would follow the execs. They would interact with quick engaging content. And would have access to deeply intellectual content. They would interact with Indian execs at trade conferences. The Indian prime for the RFI and then the RFP.

TWB_ Content & Strategic Marketing I www.twb.in

This saturation marketing situation showcases TWB_ entire ability to deliver a world-class in-house integrated solution including branding, research, authoring, content reuse and digital marketing. And a customer win.

Looking for a Strategic Marketing partner to create market wins?

 

 

Read More
The world's fastest core and edge routers are easier to buy, install & configure because of TWB_ I www.twb.in
28 May

The Internet & the IOT has some TWB_ in it!

By TWB_ In Marketing Content, Product Strategy, Strategic Marketing /   2 Comments

The Internet changed everything on how data traveled and information became available across the world. Through the 2000s as networking incumbents were challenged by the then startups that changed core routing TWB_ participated in how the world’s fastest core and edge routers were made easier to buy, install & configure. Now as the data explodes again, with the IOT’s we’re doing the same right at the edge of the network with startups and incumbents that are bringing in data into the network.

Complex technology is not just exciting – it is difficult to communicate to customers, differentiate from competition and describe the business benefits of.

Cisco, Alcatel-Lucent & Juniper defined how routing made the internet faster and brought down costs. Then optical plays such as Tejas came in to change access with Fiber-to-the-Home. But complex technology is not just exciting – it is difficult to communicate to the customer, differentiate from competition and describe the benefits. TWB_ catalyzes marketing for the largest product vendors – through branded ‘deep content’ that reflects the technological superiority and business benefits, and reduces friction of technology adoption through innovative and engaging product documentation and training.

TWB_ has made the world’s fastest core routers, edge routers and optical switches easier to buy, install & configure. Now we’re doing the same with the IOT.

Want your innovation to stand out?

TWB_ re-imagines & re-uses marketing, learning & product content to deliver unprecedented quality, time, and cost efficiency. Over forty Fortune 500 technology majors & many exciting startups in the US, India, Europe, Taiwan, China & Japan leverage TWB_’s ability. SME teams in Information Technology, Defense & Aerospace, Engineering, Energy & Life Sciences mirror the expertise of our customers. 100% of TWB_ content is written for the world markets

Read More
Enterprise Software - key to success I www.twb.in
28 May

How the 5 largest Enterprise Software vendors ease purchase decisions of their products and enhance their technology’s adoption

By TWB_ In Communication, Content, Marketing Content, Product Strategy, Strategic Marketing /   3 Comments

The highly competitive enterprise software market is dominated by SAP, DELL-EMC, Oracle, HP, Microsoft, IBM, CA, VMware, and Salesforce. They enable enterprises throughout the world – through enterprise resource planning, business intelligence, collaboration, human resource management, supply chain management, business process management, customer relationship management, enterprise application integration etc.

Winning in a Highly Competitive Market: Through TWB_’s branded content

In 2018 the spending on enterprise software is approximately $400 billion and the expenditure in the global information technology market is approximately $3,700 billion (Statistica, 2017-18). The mature, global scale and evolving enterprise needs also mean it is a highly competitive market.

So how do the largest most competitive companies sell more, get their customer to experience their products better, train them on complex use cases and get the operational faster? With a little help from TWB_!

5 of the largest enterprise software vendors has some TWB_ in them. To market better they rely on their unique thinking & technological leadership to be in the public space through ‘deep content’ such as white-papers, use cases, and case studies, CxO speaks and other thought leadership papers. A lot of this branded content that is accessed by their customers worldwide is made by TWB_. But is branded ‘engaging’ content that TWB_ creates which includes infographics, marketing and explainer video’s, blog posts and makes it available across their publishing channels that allows their customers to invest their time to understand the ‘deep content’.

How does TWB_ create deep content of such complexity?

Short answer – because we also create the technical content. When we make product manuals and training manuals for complex enterprise applications such as Customer relationship management (CRM), Enterprise resource planning (ERP), Enterprise asset management (EAM), Supply chain management (SCM), Product lifecycle management (PLM) etc it is easy for us to bring that technical understanding into a business situation.

Want your innovation to stand out?

TWB_ re-imagines & re-uses marketing, learning & product content to deliver unprecedented quality, time, and cost efficiency. Over forty Fortune 500 technology majors & many exciting startups in the US, India, Europe, Taiwan, China & Japan leverage TWB_’s ability. SME teams in Information Technology, Defense & Aerospace, Engineering, Energy & Life Sciences mirror the expertise of our customers. 100% of TWB_ content is written for the world markets

 

 

 

 

Read More