Brands
DMart is most preferred brand for grocery: Kantar CX+ report
NEW DELHI: In today’s experience era, majority of CEOs believe customer centricity is essential for driving business growth. However, there is still a big gap between ambition and reality. While nearly all CEOs in India see the need to become customer-centric, just 37 per cent of consumers believe retailers offer truly customer-centric experiences, according to a Kantar CX+ study.
The new CX+ study released by Kantar is the only sector-specific index that assesses retailers based on a unique combination of their customer experience scores. In addition, the study identifies each retailer’s Experience Gap – which quantifies the difference between their Brand Promise and the actual customer experience delivered.
In the study conducted in early 2020, clear winners emerged in each of the sectors. Amazon was rated the top retailer in two sectors out of the three covered. DMart emerged as the winner in the grocery sector. While Flipkart figures in the top three in all sectors.
CX+ reflects that providing excellent customer experiences is no longer enough. In a connected environment, brands and customer experience have become synonymous. Thus, the roadmap to growth is based on 5 key CX success factors:
1. Clarity of brand promise
2. Empowered employees
3. Empowered customers
4. Creating lasting memories
5. Exceptional delivery
Kantar South domain lead for CX and commerce Asia Sushmita Balasubramaniam said, “We are currently going through major changes – economically and socially, and consumer priorities are changing in line with how the pandemic is unfolding. This has resulted in their purchases also changing, right from what they buy, where they buy, to how much they spend.
"In this changed scenario, retailers need to tread even more carefully since they are dealing with situations no one has encountered before. Our CX+ study reveals that for many retailers, there is a huge gap between the brand promise and customer experience. The retailers who emerge as leaders are those who have delivered a superior customer experience that is matched with a strong brand promise thus giving them a distinctive ‘Experience Advantage’ over their competition.
"Retailers have a tremendous opportunity to review their strategies, take the current challenges head-on and look for ways and means to service customer needs better in the coming months. They will have to do this in the presence of a strong traditional retail which became even more indispensable during lockdown times. Creating a shopping ecosystem with the customer at the centre – integrated retail that goes beyond just having a digital and physical presence, redefining the role of the physical store, offering safe yet personalized shopping environments are factors that will be critical to win.”
Other findings underline the clear benefits of delivering strong customer experience – in the three retail sectors
In grocery retail:
̶ Retailers that lead in the CX+ Index are 1.4x more likely to be recommended then those at the lower end of the index.
̶ The likelihood of their customers remaining loyal to them increases by 1.6x
̶ Retailers with whom the last interaction has been excellent become the most preferred retailer for the future in 1.4x cases.
̶ Delivering on basics is critical for a grocery retailer – variety and quality of products at good value coupled with ease of shopping – the key contributors to building a better experience
In fashion retail
̶ Retailers that lead in the CX+ Index are 1.5x more likely to be recommended than those at the lower end of the index.
̶ The likelihood of their customers remaining loyal to them increases by 1.6x
̶ Retailers with whom the last interaction has been excellent become the most preferred retailer for the future in 1.3x cases.
̶ Fashion retail needs to deliver on many fronts, with range and value leading the pack. But, in-store experience – digital or physical and use of technology to deliver an enhanced shopping experience becomes a key differentiator
In general retail
̶ Retailers that lead in the CX+ Index are 1.6x more likely to be recommended than those at the lower end of the index.
̶ The likelihood of their customers remaining loyal to them increases by 2.2x
̶ Retailers with whom the last interaction has been excellent become the most preferred retailer for the future in 1.3x cases.
̶ Like fashion, general retail also must deliver on many fronts. But, employees and support provided to customers to make the shopping process easier can be a key differentiator in experience
The study analysed 6,068 retail customers in India and was conducted in early 2020.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
