Dentsu India’s Total Commerce to connect online commerce with offline

Dentsu India’s Total Commerce to connect online commerce with offline

dentsu Commerce has built a strong team comprising specialists in every field.

Anand Bhadkamkar

NEW DELHI: As the commerce frameworks in India evolve with players looking for stronger online-offline integration, data mapping, and personalising solutions for customers, dentsu International has launched its global commerce unit Total Commerce in India. It aligns years of commerce expertise under one umbrella to deliver efficient business outcomes.

Total Commerce encapsulates every aspect of e-commerce, last-mile delivery as well as retail radius communication in an attempt to find solutions to a world where manufacturers are jumping to consumers directly, where start-ups are disrupting the marketplace, and where branding is playing a significantly unique role.

“The solution has already, and over time, allowed many brands and retailers to take on various marketplaces and big-box distributors, thereby, enabling several wins. This has been achieved by our helping brands prioritise and succeed anywhere in commerce by mapping their commerce maturity to a strategic road map covering creative, data and ops, experience, and performance and media. The end-to-end offering activates a research-based success framework that ensures brand equity, all-encompassing distribution strategy, position optimisation, content effectiveness, and monitoring purchase experience,” denstu remarked in a press release. 

To ensure that clients have a specialist in every field, dentsu Commerce has built a team with Nihal Nambiar (AVP - strategic solutions, iProspect) for performance media, Krutika Shroff (senior UX lead, Fractal Ink Linked by Isobar) and Richa Gupta (senior UX lead, Fractal Ink Linked by Isobar) for design and experience, Aniket Khare (VP - business development, Merkle Sokrati) for data and analytics, Deepak Kumar (director, Hyperspace) for retail design and experience and Provit Chemmani (group tech – ecommencify, WATConsult) for holistic e-comm design and delivery. It is pertinent to note here that this group will be the lead team. They have been empowered to bring together every capability of the group to build solutions for brands.

“We understand that clients themselves may be at different stages and may have varying requirements which is why working as a group helps us to pick and choose the best and most relevant solutions for our clients. Powered by our own commerce in a box solution e-commencify as well as best in class market solutions from Salesforce and Magento, we plan to work to quickly get clients connected with their consumers in the commerce space. And deliver solutions like never before,” the team said.

Brands, under the four broad groups of performance and media, creative, interactive, and data & ops and through the Total Commerce framework, will now be able to tap onto several proprietary products and solutions designed to support all stages of the commerce journey. These will include -- total commerce analytics, b2b commerce transformation, commerce intelligence, 020 commerce framework, e-commerce enablement, loyalty and customer lifetime value optimisation, Dentsu tracking, fast track commerce, symphony product merchandising, marketplace consulting, e-retail & performance activation, and marketplace optimisation.

dentsu CEO - India Anand Bhadkamkar said, “In these testing times, we are certain that the capabilities of building on D2C offerings will enable our clients to stay ahead of the market and harness the power of the digitally comfortable consumer.”