1. Decoding Digital @ Retail Winning the Omnichannel Consumer Amitabh Mall, 10 February 2016

2. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 1 Many questions, very little data WHO IS THE DIGITAL CONSUMER? WHAT ARE THEY DOING ONLINE? WHAT ARE THEY BUYING ONLINE? WHY ARE THEY BUYING ONLINE? HOW WILL IT MAKE MONEY? WHAT ARE THEY DOING ONLINE? HOW BIG WILL THIS PHENOMENON BE? WHAT ARE THEY BUYING ONLINE? HOW BIG WILL THIS PHENOMENON BE ?

3. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 2 In God we believe, everyone else please bring data Our attempt: bring data to help understand the new reality

4. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 3 There is a digital tsunami headed our way

5. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 4 E-commerce will be big...... digital influence will be enormous 5-790-95200-250 E-commerce buyers 65-70150-160350-400 Digitally influenced buyers 0.3 8-12 45-50 3-4 50-60 240-250 2010 2015 2020 USD Billion E-commerce spend Digitally influenced spend

6. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 5 One size does not fit all DevelopmentGrowthShake outMaturity Online share by 2020 (%) Time Apparel and footwear 10–12% Consumer durables 12–14% Jewelry, Fragrance s 8–10% Staples <1% Branded packaged goods 4–5% Health 5–7% Baby care 6–8% Sexual wellness 7–9% Home 8–10% Electronics 25–30% Travel >60%

7. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 6 The digital consumer is morphing Older 1/5 users above 35 years 1/3 users above 35 years From (2015) To (2020) More Rural 1/3 users from rural India 1/2 users from rural India More women Women accounting for 29% of urban users Women accounting for 40% of urban users

8. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 7 Why are they buying online? Reasons for shopping online and percentage of consumers opting for them 41% Offers highest discounts 23% Has more options 11% Provides products unavailable in the city Allows customization 6% 10% More comfortable 4% Is convenient 13% Has the option of home delivery 17% No interaction with salesmen needed 9% No one sees me 7% Enter- taining 7% Offer fixed price 8% Gives detailed information online Helps to make informed decisions 4%

9. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 8 Will physical stores become irrelevant? Key drivers for shopping in physical stores for different categories 15% 17% 15% 0% 15% 34% 35% 36% 30% 19% 13% 0% 42% 44% 37% 38% Cosmetics Appliances Electronics Nutrition PHYSICALITY (Need to touch&feel) VALIDATION (Need to check features) RISK (Big ticket purchase) HABIT (Always buy from store/agents) AVAILABILITY (Not available online)

10. RLS 206_Decoding Digital @ Retail_10Feb16_vF.pptx 9 Re-imagining your business in the new reality Over invest in digital influence 01 Build clear aspiration and roadmap for a profitable e– commerce business Invest in non–price drivers to build brand loyalty Reimagine the role of physical stores to cater to the omnichannel consumer Digitize your business 03 04 05 02 Brick & Mortar Enhance consumer stickiness by investing in drivers beyond price Build next generation CLM/ consumer engagement capabilities Leverage big data Experience offline, sell online Invest in supply chain capabilities 01 02 03 04 05 E-commerce

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