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<ul><li>The Connected Beauty Consumer Report, a report launched jointly by Google, <keyword id="1199021" type="ORGANIZATION" weightage="20" keywordseo="Kantar">Kantar</keyword> and WPP, shares insights to help brands navigate the fragmented consumer journey and understand what consumers expect from brands.</li><li>9 out of 10 beauty consumers today are influenced by digital. </li><li>The journey of a consumer in terms of awareness is shifting from TV to digital avenues, with 33% beauty consumers engaging digitally every day, 50% every week and 93% every month. </li><li>The report also stated that in India, Tier-1 and Tier-2 city consumers are fast catching up with their peers from the metros when it comes to purchasing personal care products. </li></ul> Google, Kantar and WPP today released a joint study on the beauty and personal care industry in India, with findings that showed a paradigm shift in how consumers shop, with increased digital influence, dynamic content, robust creator ecosystem and growing online sales. The Rs 730 billion beauty industry is slated to reach Rs 1.11 trillion in the next four years. The Connected Beauty Consumer Report shares insights to help brands navigate the fragmented consumer journey and understand what consumers expect from brands. Today’s beauty consumers are online for advice, ideas and inspiration, with 9 out of 10 beauty consumers influenced by digital. The journey of a consumer in terms of awareness is shifting from TV to digital avenues, with 33% beauty consumers engaging digitally every day, 50% every week and 93% every month. Buying beauty products in India has also become a video-centric affair with YouTube emerging as a beauty advisor and search as a discovery platform. Amongst consumers surveyed, 81% are engaging with beauty creators on YouTube and 26% have purchased a beauty product as a result of watching a beauty video on YouTube. The report found that over 50% beauty consumers are using social media and online videos, and 40% consumers use online search for research. 56% consumers use YouTube to compare and consider, while 30% reach their final decision through a mix of YouTube, Google Search and e-commerce websites. In India, Tier-1 and Tier-2 city consumers are fast catching up with their peers from the metros when it comes to purchasing personal care products. Tier-1 cities show similar engagement levels with digital touchpoints at 83% and Metros’ at 81%. However, price, benefits, comparison and recommendations stand at almost 60% overall. The study also found that gender divide is a myth, with both men and women showing similar interest and buying an average of nine beauty products every month. Speaking on the report’s insights, <keyword id="6513477" type="PERSON" weightage="20" keywordseo="kaushik-dasgupta">Kaushik Dasgupta</keyword>, Group Head, Insights &amp; Partnerships, <keyword id="45395" type="COMPANY" weightage="20" keywordseo="Google-India">Google India</keyword> said, “Digital consumption is at an all-time high in India, and people are spending an additional two-hours more online, per week. With multiple sources of discoverability and information research, the consumer purchase journey has become more complex but shopping has become more focused and personalised. We’ve also noticed that most of the purchase decisions take place in the discovery and understanding phase itself which now happens online. Even in the offline consumer journey, online plays a key role as research, comparisons and trends are searched online. Brands need to make it easy for consumers to access information, to facilitate purchase decisions and gain brand loyalty. Online touchpoints are growing disproportionately, and online video and social media are preferred over any offline medium for shortlisting brands today. <keyword id="904057" type="ORGANIZATION" weightage="20" keywordseo="CVL-Srinivas">CVL Srinivas</keyword>, Country Manager for India, WPP, said, “There are still untapped opportunities for beauty brands out there, from catering to different city audiences to leveraging varied consumer segments. Consumers count on trusted content and authentic personal advice to complete their buying journey and brands can thrive by owning that interaction. With creative online delivery, brands can recreate the best of offline moments. From 3Vs (Video, <keyword id="10215797" type="COMPANY" weightage="20" keywordseo="voice-and-vernacular">Voice and Vernacular</keyword>) to DTC interactive content, conversational commerce and more, smart investing in the right platforms ensures scaled outreach and strong engagement.” The report also captures the challenges that consumers face on their purchasing journey, with 21% facing difficulty in choosing the right product, while 24% find it hard to decide on a product without brand experience and 20% unable to envision how suitable a product is for them. Consumers are increasingly becoming more open to interacting with new technologies, with 67% beauty consumers interested in virtual reality, 64% inclined towards augmented reality and 69% keen on using voice assistants. New technologies can help brands meet buyers’ needs and provide a stronger user experience. Partnering with creators can also connect brands to consumers, as they get inspired, learn and buy based on recommendations. <keyword id="2632997" type="PERSON" weightage="20" keywordseo="Sushmita-Balasubramaniam">Sushmita Balasubramaniam</keyword>, Domain Lead for Commerce, South Asia, Kantar’s Insights Division, said, “Shoppers are in a mood to explore and experiment. The increasing comfort with digitalization has given them a sense of empowerment to be able to literally ‘go anywhere and look at anything’, in ways that are not possible in offline shopping. As a result, there has been discovery of new products and brands to suit their new lifestyles. Technology will need to be used to make their shopping journeys seamless and also finds ways of compensating the ‘touch – feel – try’ factor. For example, for makeup as a category, less informed consumers had the comfort of walking into stores with beauty advisors to educate and guide them. Online retailers will now have to use creative ways to guide consumers in this journey of discovery and education. Adoption of higher order technology, yet with the critical element of personalization will become a critical determinant to win.”

Both men and women buy an average of 9 beauty products every month: Report

<ul><li>Customer experience is all pervasive, whether derived out of products or services that one experiences. CX+ is the only sector specific index to look at brands in the context of their category.</li><li>CX+ uses customer centricity as its core to evaluate CX performance of retailers in three sectors – grocery, fashion and general retail. Findings reveal that only 37% of Indian consumers rate their retailer as truly customer centric.</li></ul>In today’s experience era, the 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% of consumers believe retailers offer truly customer-centric experiences, according to Kantar CX+ study. The new CX+ study released by Kantar today 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. <keyword id="18635" type="COMPANY" weightage="20" keywordseo="Amazon">Amazon</keyword> was rated the top retailer in 2 sectors out of the 3 covered. DMart emerged as the winner in the grocery sector. While <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> figures in the top 3 in all sectors. Kantar CX+ 2020: Top Retail organizations in India <table style="border-width: initial; border-style: none;"></colgroup></colgroup><tbody><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Grocery </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">DMart </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Amazon </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Flipkart </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Fashion Retail </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Amazon </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Flipkart </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Myntra </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: General Retail </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Amazon </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Flipkart </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">DMart </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr></tbody></table> 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: <ol><li>Clarity of brand promise </li><li>Empowered employees </li><li>Empowered customers </li><li>Creating lasting memories </li><li>Exceptional delivery</li></ol>Commenting on the launch of the findings and CX+ ranking, <keyword id="2632997" type="PERSON" weightage="20" keywordseo="Sushmita-Balasubramaniam">Sushmita Balasubramaniam</keyword>, Domain Lead for CX and Commerce, Kantar South Asia 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 center - 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 3 retail sectors In grocery retail: <ul><li>Retailers that lead in the CX+ Index are 1.4x more likely to be recommended than those at the lower end of the index.</li><li>The likelihood of their customers remaining loyal to them increases by 1.6x </li><li>Retailers with whom the last interaction has been excellent become the most preferred retailer for the future in 1.4x cases.</li><li>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 better experience</li></ul>In fashion retail <ul><li>Retailers that lead in the CX+ Index are 1.5x more likely to be recommended than those at the lower end of the index.</li><li>The likelihood of their customers remaining loyal to them increases by 1.6x </li><li>Retailers with whom the last interaction has been excellent become the most preferred retailer for the future in 1.3x cases.</li><li>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</li></ul>In general retail <ul><li>Retailers that lead in the CX+ Index are 1.6x more likely to be recommended than those at the lower end of the index.</li><li>The likelihood of their customers remaining loyal to them increases by 2.2x </li><li>Retailers with whom the last interaction has been excellent become the most preferred retailer for the future in 1.3x cases.</li><li>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.</li></ul>The Kantar CX+ 2020 study analyzed 6,068 retail customers in India and was conducted in early 2020.

Only 37% consumers believe retailers offer truly customer-centric experiences: Kantar CX+ study

<ul><li>According to the <keyword id="7426326" type="General" weightage="20" keywordseo="Kantar-report" source="Orion">Kantar report</keyword>, consumer reactions in the wake of COVID-19 continue to evolve and the Indian market presents several opportunities for the <keyword id="2782833" type="General" weightage="100" keywordseo="fmcd" source="Orion">FMCD</keyword> brands.</li><li>The report further states that cautious consumption is the norm - Hygiene, Health and Wellness are key consumer concerns.</li></ul>Kantar, the world’s leading data-driven analytics and brand consulting company, unveiled the FMCD Sustainability report, “Walking the Talk on Sustainability with Consumers – a roadmap for India’s FMCD Sector.” The report is a guide for the FMCD marketeers highlighting how the intersection of the FMCD sector and sustainability will further enable growth. It aims to provide key sustainability roadmaps for FMCD brands to help them navigate the ecosystem with sustainable solutions. The India FMCD market is at an interesting juncture today. Emerging from the pandemic, the Indian market presents significant opportunities; starting with consumption patterns that have changed significantly – towards safety, premiumness and technologically advanced products. The Kantar report reveals that the Indian consumers are also becoming more conscious about the impact of human activity on climate change and other environmental factors. In fact, when we look at the Indian consumer’s top concerns within the ‘Sustainable Development Goals’ (SDGs) framework, issues beyond poverty and hunger emerge. Launched at the recent CII’s FMCD Summit, the Kantar report, provides key recommendations for the FMCD brands, as below - <ol><li>Embed Green Lifecycle across portfolio and processes</li><li>Connect the environment and the everyday</li><li>Address Consumer Knowledge Barriers</li><li>Mainstream PLM Strategies around Repairability, Packaging, Access-based business models, and Return &amp; Recycling</li><li>Meeting accountability expectations</li></ol>With the suggested roadmap, the report also highlights noticeable consumer trends that lead to a collective accountability of both businesses and audiences, seeking the path to a more sustainable world. The India Story: Post-pandemic Consumer Attitudes and Behaviour According to the Kantar report, consumer reactions in the wake of COVID-19 continue to evolve and the Indian market presents several opportunities for the FMCD brands. The report further states that cautious consumption is the norm - Hygiene, Health and Wellness are key consumer concerns, where 91% Indian households are washing hands more often now, 47% Indian households claim increased toilet cleaning, more so in rural (49%) vs urban (43%). While the pandemic caused worry and panic, there was a high demand in the FMCD Health and Wellness space. New-market segments such as Air purifiers, ACs with purification filters, smaller sub-categories such as UVC disinfection categories, UVC Desk lamps, and growth of personal care health tech products such as smartwatches and fitness monitors saw amped-up sales. Data also suggests that consumers are changing education and work codes, with work ecosystems being reshaped by digital transformation. With accelerated digital adoption, there is 125% growth in usages of smart devices among internet users, paving way for the emergence of a smart home. Some of them are – Smart Lights, Smart Speakers, Smart Air Purifiers, Smart Display, Smart Home Entertainment and Smart Cleaning There is also evidence to suggest that ‘value’ is a key factor for consumers since post-pandemic financial concerns have cropped up, where 73% attribute COVID to have impacted household income, while 67% pay greater attention to prices while shopping. This has led to an overall joint accountability of both businesses and consumers towards adopting a stronger sense of collective corporate responsibility. <keyword id="13251832" type="General" weightage="20" keywordseo="paru-minocha" source="Orion">Paru Minocha</keyword>, Managing Director, Qualitative &amp; Lead- Sustainability Practice, South Asia, Insights Division, Kantar said, “The FMCD sector is witnessing rapid growth even in post pandemic phase while we’ve also seen a great consumer shift towards sustainability and the environment urging brands to rethink their strategies. Consumers have greater expectation from companies than from themselves; this is likely to be amplified in FMCD, where personal behaviors post purchase is led primarily by the policies/features of the product and company they use. With this report, we are putting forward recommendations to brands which help in solving customer tensions with sustainable solutions, addressing barriers such as packaging, service models, repairability, and return and recycling policies. There is opportunity for brands to target active consumers who are engaged to the core issue and instill structured business solutions to help overcome them with time” Commenting on the focus and relevance of FMCD, Sushmita Balasubramaniam, Shopper and CX Domain Lead, Kantar said, “Consumers today are more aware and concerned about sustainability and other issues like pollution, carbon emissions, etc. For example, in the mobile phones category, consumers expect brands to address macro environment issues of carbon emissions and plastic pollution whereas in the computing category – carbon emissions, packaging and tax evasion are palpable concerns. In appliances, concerns exist on pollution (air and plastic) and emissions besides packaging. While we see consumers consciously making smarter choices, the responsibility resides with brands and marketeers to provide sustainable solutions to resonate and build credibility with their audiences moving forward.”

Kantar's guide for FMCD brands to help them navigate the ecosystem with sustainable solutions

<ul><li>The Kantar CX+ report evaluates the CX performance of companies in the Telecom, Media and Technology sectors, using Kantar's CX+ index. </li><li>CX+ It uses customer centricity as its core to evaluate CX performance of a company.</li><li>On the index of customer centricity and experience delivered by <keyword id="10183445" type="COMPANY" weightage="20" keywordseo="media-streaming-platforms">media streaming platforms</keyword>, <keyword id="3194526" type="PERSON" weightage="20" keywordseo="Netflix-India">Netflix India</keyword> emerged at the top, beating Amazon Prime. </li><li><keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword> is seen as being 1.6x times more customer centric than those at the lower end of the index and has 1.8x higher engagement levels. </li></ul>We are living in an era where experience is everything – whether it is experience derived out of consuming or using a physical product or a service. Majority of CEOs believe that customer centricity is key for driving business growth, in this era of experience. 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% of consumers believe companies offer truly customer-centric experiences, according to the Kantar CX+ study. However, a few companies in our country have made an exception. Netflix has emerged on the top of Kantar’s CX+ Media Streaming Platforms list, followed by Amazon Prime. Netflix India is seen as being 1.6x times more customer centric than those at the lower end of the index and has 1.8x higher engagement levels. In the telecom category, Jio and Airtel took the first spot. The TMT study covered <keyword id="10183444" type="COMPANY" weightage="20" keywordseo="telecom-network-providers">Telecom Network Providers</keyword>, Media Streaming Platforms and Handheld Devices. Kantar CX+ 2020: Leaders in the TMT sector in India <table style="border-width: initial; border-style: none;"></colgroup></colgroup><tbody><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Media Streaming Platforms </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1st </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Netflix </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2nd </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Amazon Prime </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Special mention </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Audio streaming providers – Figuring among the top 10 – Amazon Music, Spotify and Apple Music </td></tr></tbody></table> <table style="border-width: initial; border-style: none;"></colgroup></colgroup><tbody><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Telecom Network Providers </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1st </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Jio &amp; Airtel tie for the First place </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Handheld Devices </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1st </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Apple </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2nd </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Xiaomi </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">3rd </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">OnePlus &amp; Samsung tie for the Third place </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Satellite Service Provider </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1st </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Tata Sky </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr></tbody></table> The new CX+ TMT report released by Kantar today evaluates companies in the sector based on a unique combination of their experience scores, on dimensions that are critical to the customer’s journey. The basic premise of CX+ is that brand and customer experience have become synonymous, in this increasingly connected environment. Thus, the roadmap to delivering a holistic experience is based on 5 key CX success factors: <ol><li>Clarity of brand promise </li><li>Empowered employees </li><li>Empowered customers </li><li>Creating lasting memories </li><li>Reinforcement of brand choice</li></ol>Additionally, the study also identifies each brand’s Experience Gap – which quantifies the difference between the Brand Promise and the actual customer experience delivered. The CX+ index for each brand is derived based on a combination of the CX Performance and the Experience Gap. Commenting on the launch of the CX+ TMT report findings, Sushmita Balasubramaniam, Domain Lead for CX and Commerce - South Asia, Insights Division, Kantar said: “The landscape across the TMT sectors has changed drastically over the last one year. Consumers’ adoption of and dependence on digital, whether for basic everyday living, working, studying or entertainment has presented enormous challenges to companies in these sectors. And, the changes in usage of products and services will also mean that customer priorities on the kind of experience they are seeking will be different from the pre-COVID era.” Our CX+ study reveals that for many companies across these sectors, there is a large gap between the brand promise and customer experience. The companies 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 competition. In the current scenario, there are some things which, with time may go back to the way they were, but many things will not. It is critical for companies to recognize and understand what customer expectations and priorities are going to be in the coming future. And, brands that will succeed are those who will adapt and innovate to cater to these new emotions and behaviors. We have evidence that putting customer centricity at the core can protect brands from major economic disruptions. This is the most opportune time for companies in the tech sector to review their strategies and take the current challenges head on. The customer is in a mood to explore and experiment. Soumya Mohanty, Chief Client Officer, South Asia, Insights Division, Kantar, said “In the current scenario, with tech convergence and emerging global media giants, the world will see vigorous competition in the TMT sector. This is an arena where tech credentials will become increasingly hygiene, CX will be critical. As network services providers, handheld device brands and streaming media providers, all will leverage customer data to build personalised journeys, CX and owning the relationship with the end user will become increasingly important.” Some key findings that underline the clear benefits of delivering strong customer experience – in the three TMT sectors: Telecom/ network providers: <ul><li>Brands that lead in the CX+ Index have 1.5x higher engagement levels than those at the lower end of the index.</li><li>The likelihood of their customers remaining loyal to them increases by 1.5x. While the likelihood of their customers recommending them increases by 1.6x </li><li>Delivering on basics is critical for a telecom provider – price benefits, at the same time delivering on basics of connectivity and customer support. </li></ul>Media Streaming platforms <ul><li>The leader brand is seen as being 1.6x times more customer centric than those at the lower end of the index.</li><li>The leader has 1.8x higher engagement levels </li><li>Retailers that lead in the CX+ Index are 1.7x more likely to be recommended than those at the lower end of the index.</li><li>The likelihood of their customers remaining loyal to them increases by 1.8x </li><li>Even for a newer category like streaming platforms, basic CX attributes emerge as top drivers of CX - ease of getting in touch, value for money, customer centricity and download / buffering speed</li></ul>Handheld Devices <ul><li>The leader has 1.8x higher engagement levels than those at the lower end of the index.</li><li>Retailers that lead in the CX+ Index are 1.9x more likely to be recommended </li><li>The likelihood of their customers remaining loyal to them increases by 1.7x </li><li>Interestingly, experience in branded stores at the time of purchase, delivery of brand promise and being customer centric are more important drivers of CX than functional aspects relating to the product themselves.</li></ul>The Kantar CX+ TMT 2020 study analyzed 6,000+ customers drawn from users across the sectors in India and was conducted in early 2020.

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