Omnichannel is becoming the imperative for businesses on the cutting edge of customer engagement. Given the extraordinary rise of its economy and digital sophistication, India will be no exception.

How ready are India’s marketers? What’s holding them back from realizing omnichannel marketing effectively?

Our new report Omnichannel marketing readiness in India provides insights into where Indian businesses stand in terms of the omnichannel transformation. It sheds a light on the priorities, challenges, and expectations highlighted by marketers actually leading the change in their organizations.

Who did we survey?

Total number of respondents

414

Job titles

17% Vice President

26% Head of Marketing

57% Senior Manager

Most common annual business revenue

Revenue

Top 5 Industries

BFSI

BFSI

Retail

Retail

Telecom

Telecom

Media

Media

FMCG

FMCG

The four levels of omnichannel readiness

LEADERS

Leader
  • Deployed multiple advanced channels
  • Adopted multiple critical initiatives
  • Run a successful integrated approach
  • Implemented their approach at least six months ago

FOLLOWERS

Followers
  • Deployed multiple conventional channels
  • Adopted few critical initiatives
  • Run an inadequate integrated approach
  • Implemented their approach six months back

ASPIRANTS

Aspirants
  • Deployed few conventional channels
  • Adopted few critical initiatives
  • Not run or are running an inadequate integrated approach
  • Not implemented or implemented their approach less than six months ago

OTHERS

Others
  • Deployed few conventional channels
  • Adopted no / few critical initiatives
  • Not implemented an integrated approach

Three key takeaways

1. While omnichannel customer engagement requires an integrated approach, some businesses have implemented it much easier than others.

Have they implemented an integrated approach to omnichannel engagement?

Info1

2. There are a myriad of obstacles that stand in the way of businesses as they shift towards omnichannel. Data issues are among the most common.

What are the challenges they face while implementing an omnichannel marketing initiative?

25%

Technology or software limitations

29%

Incomplete customer data across all channels

31%

Inability to segment data effectively

41%

Inability to act on data in real time

43%

Lack of omnichannel marketing strategy

3. As they kickstart or continue their omnichannel journeys, marketing leaders have identified a number of priorities for their businesses.

What are the top priorities for the next three years?

Circle 1
Circle 2
Circle 3

Download our report to get started.

DOWNLOAD REPORT