Key Strategies for Real-Time Omnichannel Measurement

L to R: Jon Harding, Conair; Gurmeet Singh, Ex-Gap and 7-Eleven; Amit Kalley, Infosys Equinox

The rapid evolution of mobile technology, social media, and AI has created opportunities for brands to engage with customers across various channels and business models. Yet, many companies face constraints due to an onslaught of multi-channel data and limited IT budgets and tech resources, making channel-specific strategies with real-time measurement essential. 

“It’s an increasingly connected world. You have to be the customer’s ecosystem. That’s why I’ve actually moved on from the omnichannel word, and I call it connected commerce,” said Gurmeet Singh, chief digital and data officer, ex-Gap and 7-Eleven, during a recent Consumer Goods Sales & Marketing Summit session presented by Infosys Equinox. 

Balance Is Key When Aligning Measurement With Goals

At the heart is the modern customer who engages with brands across multiple channels — websites, apps, social media, and even the metaverse. When each customer has embodied a unique “omnichannel persona,” how can CPGs track trends and measure success? 

Singh adopts a structured approach to e-commerce by categorizing customer interactions through the buying funnel. He emphasizes maintaining a technically robust online presence to eliminate barriers to engagement, which he refers to as “bad hygiene.” Measurement should also be purpose-driven, ensuring KPIs align with specific business objectives. There is great value in qualitative insights, like customer surveys, to inform and guide strategic decisions.

Perhaps less structured are measurements of social interactions. When it comes to risk-taking, Conair CIO Jon Harding recognizes the need to invest in new initiatives despite uncertain outcomes. 

TikTok Shop, for example, exposed Conair to Gen-Z consumers. Conair tracks at least one or two KPIs to assess revenue opportunities and customer experience improvements. 

Singh agreed, stating that while measurement is important, it has to be both purpose-driven and aligned with what the company is looking to solve. There must be balance, therefore, when managing tech finances and debt, balancing exploring new technologies with meeting financial targets. 

He suggested aligning financial decisions with business strategy and prioritizing compliance needs to effectively manage tech debt. Additionally, he encouraged strategic budget allocations rather than arbitrary cuts, which can jeopardize important projects.