During the lockdown phase, there was considerable brand swapping by consumers who
wanted a good value from their purchases conveniently, from the safety of their homes. And that’s when
most retailers realised the importance of digitalisation. As businesses revert to recovery and growth modes
from survival modes, adopting some traits of digital transformation leaders can go a long way to help.
Thanks to the proliferation of labelled marketplaces, the retail landscape today is more competitive than
ever. Customers have many options to choose from, and only the brands offering personalised, engaging
user experiences convince them to open their wallets.
However, despite such developments, many retailers with small and medium-sized businesses are
hesitant to adopt the technologies that help them evolve in a rapidly changing world. These enterprises
must respond to consumers’ changing expectations before they become irrelevant or ‘dated’ in their
How can SME retailers differentiate their brands, become more competitive, and deliver the experiences
that buyers seek? It will be through digital transformation – the approach already adopted by several
organisations in the manufacturing, hospitality, education, BFSI, IT & ITeS, and telecommunications
The focus areas and the top strategies that your retail business can use to drive smooth digital
1- Make distribution services more innovative
Digitally enabled businesses stay seamlessly connected with their delivery services. They also ensure that
when customers order goods from their stores, the packages are delivered in minimum time and optimum
quality. That’s where IoT helps. By offering real-time visibility and alerts on the status of goods in transit,
it makes retail solutions more efficient.
TTBS offers location-based services including Fleet Management solution that uses GPS to track your
vehicles in real-time, helping you ensure that they follow the best routes while transporting consignments.
Besides monitoring routes, it lets you track driving behaviour for on-road compliance. Overspeeding alerts
and unnecessary idling alerts are instantly delivered.
With TTBS Fleet Management you get records of total distance travelled by your vehicles and the fuel
consumed by them. You can geo-fence the areas within which fleet movement is authorised and get
notified if a truck/van moves out. Such measures also reduce the possibilities of vehicle theft. All alerts are
sent on an intuitive interface accessible via the system’s desktop version and mobile app.
Offering more visibility into fleet operations and enhancing customer satisfaction with real-time shipping
notifications, TTBS Fleet Management is a simple solution for innovative distribution.
Our GPS based IoT solutions also include Asset Management and Workforce Management systems that
retailers can use in their distribution services. While asset tracking gives real-time information on location
of valuable business assets, workforce tracking helps to ensure that on-field employees stay productive
and use the right routes in completing their tasks
2- Adopt tools to understand customers better
For a positive impact on your retail business’s bottom line, you need to put customer engagement at the
heart of your operations. And that is possible only when you comprehend consumer behaviour correctly.
Thanks to the ubiquity of cloud platforms, the technologies for data analytics and customer relationship
management (CRM) systems are not restricted to large corporations alone. Any SME can leverage them
to keep a record of its customers and develop more effective marketing campaigns.
The Cloud CRM solution offered by Tata Tele Business Services (TTBS) offers pragmatic insights into
customers’ purchase habits, preferences, frequencies, and behaviour.
It comes with a strong business analytics layer, user-friendly interface, configurable workflows, automation
features for birthday greetings, and reminders to help you serve your customers better. It also gives you
substantial cross and up-sell opportunities to increase revenue per customer.
3- Understand how consumer technology is changing
Consumer technology companies such as Google, Apple, and Facebook influence the behaviours and
values of their users. Digital transformation leaders also stay attuned to the changing trends on their
platforms to understand their customers better.
Today, customers get updates about new product launches and discount codes and read reviews about
brands on Facebook and Instagram. They use Alexa and Siri to find products of their choice and make
payments with digital wallets like Google Pay and Amazon.
It is essential to consider these innovations and harness them wherever possible. If you ignore the
progress of technology designed for the general public, you will not understand why something that worked
a few years back does not impress them anymore.
4- Empower your employees
Your frontline employees are the core of your retail business. They assist your customers, help you boost
sales, manage accounts, update stock reports, and probably also play a role in home deliveries.
Empowering this team is about making them more confident and skilled with the proper knowledge and
tools to complete their tasks more efficiently. As per the scale of your operations and the kind of consumer
products you offer, you can deploy various digital tools to support your workforce.
Cloud CRM enables employees to make more informed recommendations to customers and upsell more
effectively. In addition, you can also use TTBS’ Document Management System (DMS) to simplify the
management of files related to suppliers, purchase orders, taxes, daily sales, P&L, inventory, and invoices.
TTBS DMS is affordable with a subscription-based ‘pay-as-you-go’ model and can be used through a web
browser on any device. It does not involve any additional hardware or software and helps you store your
data securely on the cloud. You can grant different levels of permissions to your team to access and edit
The benefits of DMS are better collaboration and record-keeping while also eliminating the costs and
shortcomings of maintaining paper-based documents.
5- Build and strengthen your agile capabilities
As physical storefronts open across the country and set paths for recovery from pandemic-induced losses,
retailers must also strategise their operations to address future uncertainties. The new plans will be
primarily rooted in trends that have become more critical in the past year – e-commerce, omnichannel
services, and automation.
The pandemic and lockdowns did not impact the business of digitally active players as severely as the
ones stuck in their traditional models. Many consumers still prefer to shop online and get products
delivered at home. An e-commerce strategy – even if it begins with a basic mobile app – is essential to
thriving in the new normal.
Omnichannel services such as curb side pickups, same-day deliveries, buy-online-return-in-store, and
accepting orders via website, apps, and phone calls strengthen the reach and growth of your business.
Consistent loyalty programs across platforms also make you more customer-centric. So the next time you
roll out a discount coupon for buyers spending above a certain limit, do not force them to “order only via
(your) app”. Instead, distribute the benefit fairly across all channels.
You can also use cloud computing to automate your inventory management and marketing functions to
save costs and reduce human errors.
If connecting to public cloud services such as AWS and IBM Softlayer is a concern, deploy TTBS Secure
Connect. It builds direct private connections between such services and your devices via a secure MPLS
Change before it is forced upon your business
Another tactic that retailers can pick while learning from digital transformation leaders is to evolve before
a change becomes inescapable. By utilising technologies and work models that provide more value to
your customers, motivate your staff to become more productive, and add more flexibility to your operations,
you can strengthen business resilience for the uncertain future.
TTBS has designed effortlessly deployable, scalable, secure, and cost-effective technology solutions to
optimise retail services. To know more about these, please get in touch with us on 1800 266 1800.