Customer centricity in India; lessons learned from cash & carry format
Cash & Carry formats don’t get the eyeballs in India
13 Oct, 2010, 04.23AM IST
Rajiv Banerjee & Moinak Mitra,ET Bureau
Now cash & carry players are taking a leaf from the FMCG companies to create a better business model. Bharti Walmart operates three Best Price Modern Wholesale cash & carry stores in North India and they have come up with a unique Indian strategy.
Raj Jain, president, Walmart India and MD, Bharti Walmart says the stores have sales and business development teams with member acquisition starting six months before a store opens. “B2B cash & carry format stores like Best Price are unique in the Walmart universe. So initiatives at the stores are a benchmark for Walmart internationally,” says Jain. With experiences from Cadbury and PepsiCo , Bakshi of Metro says the biggest change in the approach towards the business has focused around customer centricity.
“So it’s customer segmentation and products according to verticals like HORECA (hotels, restaurants and catering), traders and institutions,” he says. Metro decided to have a customer marketing director on the board in each and every country it operates.
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