<div><em>What are the changing trends in retail? <strong>Hita Gupta </strong>reports on what experts have to say at the launch of the 11th edition of the Marketing White Book </em><br><br>E-commerce is the new fad in India and the advent of smartphones is expected to change the landscape which will enable marketers to make the experience seamless and invisible. Industry experts echoed the sentiment at the launch of 11th edition of the Marketing White Book that commemorates the 35th anniversary of BW Businessworld.</div><div> </div><div>Aloke Bajpai, Founder of ixigo, expressed how the travel industry in India can be accredited for innovation and development in the ecommerce industry. “It is the impact of mobile phones that has lead to consumer demanding a personalised experience,” he said.</div><div> </div><div>The explosion of the food industry in the last one year has further pushed the urge for personalisation. Sahil Jain, Co-Founder of DineOut pointed, “Convenience has emerged as the key and is powering the ecosystem as 80 per cent of the transactions are taking place through the application when the consumer is on the go.” </div><div> </div><div>Navneet Rai, Co-Founder of Tolexo has seen an interesting convergence between the consumer behaviour and technology in India. He detailed three key observations that he has seen in the industry – convenience, ability to discover products, and integration of financial history onto the platform.<br> </div><div>Digital wallets deserve unarguable mention when discussing evolution in retail. Saurabh Srivastava, Chief Marketing Officer of Mobikwik helped further describe the phenomenon. “Wallets help make day-to-day transactions seamless. It is the acceptance of wallets across the domain that will increase the need of wallets,” Mr Srivastava added.</div><div> </div><div>Over the course of next 3-4 years, predictive computing and customised experience is going to define retail in India, according to Mr Bajpai. He added that marketers must leverage data to make the experience personalised for the consumer.</div><div> </div><div>Meanwhile, Mr Srivastava seeks to find an intersection between the consumer and his financial credibility which will make payments invisible. Financial history of the consumer and altering the platform’s technology to suit his needs will define the next stage of modern retail, the panel reiterated in conclusion.</div>
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