The ROI of AR: Measuring Impact and Success for Sustainable Business Growth

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December 4, 2023

Businesses are increasingly recognizing augmented reality (AR) as a strategic cornerstone with the potential to redefine success in an ever-changing technological landscape, rather than dismissing it as a transient trend. However, when aiming for sustained benefits beyond quick wins, the critical evaluation of the Return on Investment (ROI) for augmented reality becomes paramount. This post will examine how companies can measure the benefits of augmented reality for sustained success.

The hype surrounding AR is undeniable, but businesses must move beyond the dazzle and delve into the substance. The AR odyssey begins with a clear understanding of the technology’s potential applications within the business landscape. From enhancing customer experiences to streamlining internal processes, AR is a versatile ally that can impact various facets of a business.

At the heart of the ROI equation lies customer engagement. AR has the power to transform ordinary interactions into immersive experiences. Whether it’s virtual try-ons for retail, interactive product demonstrations, or AR-enhanced storytelling, businesses can leverage AR to captivate their audience. The longer and more enjoyable the customer interaction, the higher the potential for conversion and loyalty.

For e-commerce, the ROI of AR isn’t just a metric; it’s a game-changer. AR-driven features like virtual fitting rooms, 3D product previews, and interactive catalogs remove the barriers of online shopping, providing consumers with a tangible experience. Reduced return rates and increased customer satisfaction become tangible indicators of the impact of AR on the bottom line.

The impact of AR isn’t confined to customer-facing realms. Businesses can harness AR to empower their workforce, enhancing operational efficiency and reducing errors. AR-guided assembly processes, remote assistance, and training simulations contribute to a skilled and confident workforce. The ROI here is reflected in improved productivity, decreased training costs, and minimized errors.

Further, quantifying the impact of AR requires a robust analytics framework. Businesses can track user interactions, dwell times, conversion rates, and other relevant metrics to gauge the effectiveness of AR initiatives. The ability to gather insights into user behavior within AR experiences provides valuable data for refining strategies and optimizing the immersive journey. The ROI of AR extends beyond immediate financial metrics; it’s intertwined with brand differentiation and loyalty. Businesses that integrate AR seamlessly into their brand narrative create a unique identity. This distinctiveness not only attracts attention but also fosters a sense of loyalty among consumers who appreciate and remember the brand’s commitment to innovative experiences.

While the potential of AR is immense, its successful integration requires overcoming implementation challenges. From initial costs to technical hurdles, businesses must adopt a long-term perspective. Investments in AR technology should be viewed as strategic assets that contribute to sustained growth, acknowledging that the full ROI might not materialize overnight. The AR landscape is dynamic, with continuous advancements and emerging technologies. Businesses seeking sustainable growth through AR must embrace adaptability. Future-proofing AR strategies involves staying abreast of technological developments, being open to evolving trends, and ensuring that AR initiatives align with changing consumer expectations.

The ROI of AR isn’t just about immediate financial gains; it’s a multidimensional evaluation of impact across customer engagement, operational efficiency, brand narrative, and workforce empowerment. Businesses that navigate the AR odyssey with a focus on long-term sustainability, backed by robust analytics and a commitment to innovation, are poised to augment success and redefine the business landscape. The ROI of AR isn’t just a metric; it’s a strategic compass guiding businesses towards a future where augmented realities contribute to lasting prosperity.

From YouTube to Your Bottom Line: Monetizing Video Marketing for Brand Success

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December 4, 2023

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The expression “lights, camera, action” has a new meaning in the digital age as companies use the potent force of video marketing to not only draw viewers in but also convert those views into hard-earned money. Let’s take a trip through the exciting and profitable realm of video marketing monetization, from YouTube sensations to your brand’s success story.

Getting noticed demands more than simply a well-lit stage in a world where people’s attention spans are comparable to those of goldfish. Content that captivates, amuses, and connects with your audience is required. The secret is to keep your audience riveted to the screen, anticipating the next scene in your brand’s movie, whether it’s through heartwarming stories, hilarious sketches, or jaw-dropping tutorials.

The camera isn’t just a recording device; it’s the storyteller’s best friend. Brands that understand the art of crafting cinematic narratives weave stories that go beyond product features. From the opening sequence to the grand finale, every frame should contribute to the overarching plot of your brand. It’s not just about selling; it’s about creating an emotional connection that transforms viewers into loyal fans.

While views are great, action is where the real magic happens. Every video should have a purpose – a call to action that propels viewers to the next stage of their journey with your brand. Whether it’s subscribing, clicking a link, or making a purchase, the action is the crescendo that turns passive viewers into active participants in your brand’s success story.

Secondly, Product placements don’t have to be boring or intrusive. Embrace the art of playful integration. Whether it’s seamlessly showcasing your product in action during a comedy sketch or subtly incorporating it into the plot of your mini-drama, the key is to make it feel natural. When done right, it’s not just a placement; it’s a style statement that leaves an impression on your audience. While ad revenue is a tempting stream, true video marketing maestros explore diverse monetization avenues. From sponsored content and affiliate marketing to exclusive memberships and merchandise tie-ins, the possibilities are as vast as the video landscape itself. Monetizing moments goes beyond the initial view count; it’s about transforming those moments into a revenue-generating symphony.

Why settle for a passive viewing experience when you can invite your audience on an interactive adventure? From interactive quizzes to choose-your-own-adventure-style videos, brands that break the fourth wall and involve viewers in the storytelling process create an immersive experience that goes beyond traditional marketing. It’s not just watching; it’s participating in the brand’s journey.

Further, a peek behind the curtain and let your audience see the real stars – the people behind the brand. Whether it’s quirky office antics, day-in-the-life vlogs, or candid moments during product development, showcasing the human side of your brand builds authenticity. People don’t just buy products; they buy into stories, and the stories behind the scenes are often the most captivating. It’s safe to say that the key to sustained success in video marketing is mastering the art of the sequel. From ongoing series to follow-up videos that continue a narrative or delve deeper into a topic, creating a sense of anticipation keeps your audience coming back for more. It’s not just a one-hit wonder; it’s a saga that unfolds over time, building brand loyalty with each new episode.

From lights to camera to action, the journey of monetizing video marketing is a thrilling ride that transforms your brand from a mere spectator to the star of the show. With captivating content, cinematic narratives, compelling calls to action, playful product placements, diverse monetization strategies, interactive adventures, behind-the-scenes shenanigans, and a sequel strategy that keeps viewers hooked, your brand is ready to take center stage in the blockbuster of its own success story. So, grab your popcorn and let the video marketing extravaganza begin!

Wipro Consumer Care – Ventures launches second fund of INR 250 Crore to boost consumer startups

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December 2, 2023

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Wipro Consumer Care – Ventures, the venture funding division of Wipro Consumer Care and Lighting, announced on Saturday the initiation of its second fund, with a total capital of INR 250 crore. This new fund, labeled Fund II, is dedicated to supporting investments in consumer startups across India and Southeast Asia, as outlined in the company’s official statement.

“We would look for e-comm driven companies at Pre Series A onwards, with minority stake approach (up to 25 per cent), and continue with our strategy of helping and nurturing the startups as required,” it added.

Wipro Consumer Care – Ventures, launched around four years ago with a corpus of INR 200 crore, has made 10 investments so far.

“The fund performance is robust with MOIC (Multiple on Invested Capital) running at over 2.2x as well as strong IRR (internal rate of return), which are above market benchmarks,” it said.

Wipro Consumer Care – Ventures has undertaken partial exits from two of its investments from the initial corpus up to this point.

Furthermore, the funding company stated, “In one of these investments, we have witnessed a 10x increase in a brief timeframe.”

“While a large majority of this fund has been committed, a couple of more new investments would be made from this fund as well as few follow ons too. Our portfolio construct is varied and a mix of investments in startups in India, in SE Asia, as well as in a VC fund,” it said.

Sumit Keshan, Managing Partner of Wipro Consumer Care – Ventures, emphasized that the primary focus will be on companies operating within various categories and sub-categories such as personal care, skin care, home care, wellness, food, fragrances, and BPC (Beauty and Personal Care).

“Geo coverage would continue to be India and Southeast Asia where we feel we can add value beyond providing capital. We have been successful in value-adding to our investments by providing support in terms of offline focus, R&D, sourcing (specifically from overseas vendors), helping identify third-party manufacturers, finance discipline, etc,” he added.

In the fiscal year 2023, Wipro Consumer Care and Lighting, a division of Wipro Enterprises led by Azim Premji, has achieved a significant milestone by surpassing INR 10,000 crore in total sales.

Engaged in the Fast-Moving Consumer Goods (FMCG) and lighting sectors, Wipro Consumer Care and Lighting has diversified its portfolio by venturing into the food segment through the acquisitions of Nirapara and Brahmins.

Govt cracks down on ‘dark patterns’ in e-commerce, labels it as unfair trading

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December 2, 2023

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The government has prohibited the utilization of “dark patterns” – intentionally crafted deceptive tactics – by e-commerce and all other online platforms during the sale of goods and services. These tactics manipulate customers, coercing them into unintended sign-ups or purchases and enticing them to buy pricier products. This has been officially labeled by the government as an “unfair trading practice.”

According to the Consumer Protection Act, those found in violation may be subject to fines and legal consequences imposed by the Central Consumer Protection Authority (CCPA). Additionally, they may be brought to trial before consumer commissions.

In a notice published in the gazette by the CCPA titled “Guidelines for Prevention and Regulation of Dark Patterns,” the authority has elucidated “dark patterns” as any technique or “deceptive design pattern” employing user interface or user experience interactions on any platform. These are intentionally crafted to mislead or deceive users into performing actions they did not intend or desire.

The legally supported guidelines will be applicable to all platforms engaged in the systematic provision of goods or services, including advertisers and sellers.

The ministry has outlined 13 deceptive practices categorized as ‘dark patterns.’ These practices encompass generating false urgency through an artificial sense of scarcity, engaging in basket sneaking by adding extra items to exceed the original product’s cost, and setting up subscription traps.

Unfavorable weather triggers inflation surge – onion and pulse prices on the rise

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December 2, 2023

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Experts have stated that the recent intense rainfall and hailstorms in Maharashtra, Gujarat, western Madhya Pradesh, and certain areas of Rajasthan may contribute to an inflationary impact, potentially pushing it to approximately 6% in the next three months. The surge in prices of pulses and onions is expected to sustain elevated food inflation during this period.

“Food inflation will continue to be under pressure, and I believe that 6% inflation can prevail over the next three months,” said Madan Sabnavis, chief economist at Bank of Baroda. “Rabi sowing is lagging and low reservoir levels can impact final crop outcomes,” he said.

According to data released last month, inflation dropped to 4.9% in October. However, during the same period, food inflation held steady at 6.6%.

Anticipated intensification in food prices is likely, following a significant surge in rainfall, amounting to a 682% increase over the long-period average (LPA) in the central part of the country, which is considered the core agricultural zone. This information is based on data provided by the India Meteorological Department (IMD) for the period between November 23 and November 29.

Agricultural experts reported extensive damage to both tur and onion crops due to unseasonal hailstorms and rainfall.

The government’s data reveals that Tur had experienced a notable reduction in acreage during the kharif season, standing at 43.87 lakh hectares as of September 29, 2023, compared to 46.13 lakh hectares on September 29, 2022.

The combined weight of onions and pulses in the retail inflation basket is 3%.

In October, the inflation for pulses surged to 18.8%, with tur prices witnessing a 40.9% increase compared to the previous year. This marked a higher inflation rate for tur compared to the 37.3% recorded in September. Despite the government’s attempts to boost imports by eliminating import duties, the impact on the situation was minimal.

Experts suggest that the inflation in pulses could continue to increase, given that the upward trend in tur prices has not subsided.

“In November, tur dal retail prices are tracking higher by 37.7% year on year, which will add around 0.3 percentage points to headline CPI (Consumer Price Index),” said Gaura Sengupta, economist at IDFC First Bank. “Overall, pulses prices on a CPI-weighted basis are tracking higher by 22% year on year in November,” she said.

Tur carries a 0.8% weight in the retail basket.

Experts suggest that onions, trading 79% higher than a year ago, could contribute an additional 0.5 percentage points to headline inflation in November.

Tanmay Deepak, an analyst at Agriwatch, an agricultural research firm collaborating with a million farmers, reported that the recent hailstorms in Maharashtra have caused damage to the onion crop in areas like Nashik and Ahmednagar.

“The arrivals (of onions to mandis), which should have peaked at this time of the year, have declined. This is pushing the prices up,” he said.

The unfavorable weather conditions causing a delay in kharif onion sowing have led to reduced coverage and a delayed arrival of the onion crop. With stored rabi onions (harvested in April-May) depleting and the delayed arrival of kharif onions, a tight supply situation has emerged, contributing to the increase in prices, as mentioned by Deepak.

According to government data, the nationwide retail price of this essential kitchen item surged by 94.39% to INR 57.85 per kilogram as of November 29, up from INR 29.76 per kg a year ago.

Experts warned that if rabi sowing does not pick up, the repercussions may extend throughout the remainder of the year.

“The impact of vegetable prices will be transient as there are multiple cropping seasons,” Sengupta of IDFC First Bank said. “Pulses price pressures could be more persistent.

California Pizza Kitchen’s global expansion continues with new restaurant in the Philippines

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December 2, 2023

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US-based California Pizza Kitchen (CPK) continues its global expansion, recently inaugurating a new location in the Philippines to further broaden its international presence.

Situated in Muntinlupa City within the East Wing of Festival Supermall, this new establishment marks California Pizza Kitchen’s 24th restaurant in the international market.

The latest CPK restaurant showcases the brand’s updated design, incorporating elements such as refurbished wood and warm golden lighting.

California Pizza Kitchen CEO Jeff Warne stated, “We are pleased to build upon our longstanding relationship with our franchise partners in the Philippines.

“Our commitment to growth and the enduring support we give our franchisees is at the core of our franchise development and overall success. We look forward to sharing CPK’s excellent culinary offerings and world-class hospitality with our customers in the Philippines.”

The Philippines branch of CPK will be under the ownership and management of Pi Co, the same entity responsible for CPK’s inaugural international franchise, established in 1999.

Pi Co oversees two additional CPK restaurants within the country.

The new location will be the first in the Philippines to offer extended operating hours and breakfast options.

Pi Co president Sheila Fuller stated, “On behalf of our team, we are pleased to continue building on our 25 years of partnership with CPK.

“Our newest location in Muntinlupa City promises a distinctive dining experience for our guests as the first CPK in the country to serve CPK’s enticing breakfast menu items.

“We are excited to further strengthen our collaboration with a brand like CPK that allows flexibility to tailor our restaurant and design to our own market here in the Philippines.”

In July 2022, California Pizza Kitchen announced its intention to penetrate the Canadian market through the establishment of a new restaurant in Edmonton, Alberta.

The fresh establishment located at 5260 Windermere Boulevard will present seasonal menus that showcase flavors from various corners of the world.

EU beer sales rise in 2022 but still fall short of pre-pandemic levels

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December 2, 2023

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Beer sales in the EU increased slightly in 2022; however, they still lag behind pre-pandemic levels, according to data.

According to research conducted by The Brewers of Europe, beer sales in the bloc reached 313.3 million hectoliters in 2022, marking an increase from 300.6 million hectoliters in 2021 and 297.5 million hectoliters in 2020.

Despite the upward trajectory, beer consumption has not yet returned to pre-pandemic levels; in 2019, the EU saw sales of 322.8 million hectoliters of beer.

Reflecting this pattern, beer production in the EU reached 358.2 million hectoliters in 2022, an increase from 343.6 million hectoliters in 2021 but still below the 2019 figure of 363.9 million hectoliters. Germany holds the position of the largest beer producer in the EU, with 87.8 million hectoliters brewed in 2022, followed by Spain with 41.1 million hectoliters.

“The last few years have seen new challenges coming thick and fast but the beer market is on the road to recovery since the Covid pandemic in 2020 forced bars, cafés and restaurants to close, with lockdowns keeping people from enjoying a beer with friends, family and new acquaintances,” Simon Spillane, head of operations at The Brewers of Europe, said.

“If 2020 brought an abrupt end to the gradual growth in production and consumption for European brewers, the recovery has been more steady and we can see in 2022 that the market was not yet back to its pre-Covid health.”

Spillane mentioned that the on-premise sector experienced the most significant impact from macroenvironmental pressures last year.

“While each country has its traditions, the balance between the on-trade of immediate consumption and the off-trade of retail stores has shifted towards the latter,” he said.

Inno-Pak bolsters manufacturing capabilities, acquires Canadian firm Albany Packaging

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December 2, 2023

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Inno-Pak, a leading food packaging manufacturer in the United States, has announced the successful acquisition of Albany Packaging.

Albany specializes in crafting custom and ready-made folding paperboard cartons, spanning bakery containers to a diverse array of food packaging options, including trays and takeout boxes. With a manufacturing facility located in Ontario, Canada, the company serves clients in the food service, grocery, and convenience store sectors.

Chris Sanzone, chief executive officer of Inno-Pak, said, “…This acquisition increases our North American integrated manufacturing capabilities and marks a crucial step in our manufacturing expansion plan to create an even more resilient supply chain. Albany also deepens our ongoing investments in paper capacity as we continue to innovate to make packaging more eco-friendly.”

Jon Sill, chairman of Inno-Pak, commented, “Inno-Pak stands at an important inflection point with several favourable trends in our end markets of the food service, grocery, convenience store and hospitality industries. The acquisition of Albany enhances our ability to capitalise on these positive trends with one of the most diverse custom and stock folding carton programmes. With our recent portfolio additions and our continued investments in innovation, we are better positioned to serve our customers.”

Terms of the deal were not disclosed.

India’s food boom: Agro, dairy, poultry sector surge sparks growth for local brands

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December 2, 2023

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Over the past few decades, India has witnessed a substantial increase in agro, dairy, and poultry food production, surpassing the growth rate of its population. This surge has created ample processing opportunities, as highlighted by R S Sodhi, the president of the Indian Dairy Association.

Sodhi, the former managing director of the dairy brand Amul, remarked at the 16th edition of the India Food Forum conclave, “While the population has grown by 2.5 times, cereal production has grown by 2.8 times, fruits and vegetables by six times, dairy by 10 times, and poultry by 2.5 times.”

The rise in primary output has resulted in the emergence of regional and local brands, posing a challenge to national brands, as noted by experts at the forum.

“Local regional brands are emerging. National brands are trying to be positioned now as regional brands,” said Sodhi.

Sodhi highlighted that the Indian supply chain operates with remarkable efficiency, featuring minimal margins and logistics compared to global standards. This efficiency contributes to enhanced livelihoods for farmers and improved nutrition for consumers.

During the day, Kanaka Bhagwat, Retail Vertical Lead (FMCG) at NielsonIQ, a consulting firm, emphasized that local brands were fueling growth in rapidly expanding super-categories. She noted that these local brands consistently maintain their momentum year by year, now representing nearly 70 percent of APAC sales.

In the APAC region, consumers express concerns about the rising food prices. However, Bhagwat noted that the growth narrative is largely dominated by local brands, constituting a robust foundation with over two-thirds of the overall APAC FMCG sales.

Bhagwat highlighted the swift progression of digitization in India, marked by approximately 25 crore UPI users and around 6 crore QR codes replacing POS machines. This transformation indicates a significant change in the income and consumption structure within the Indian food retail landscape. In contrast, the APAC region is witnessing the rapid evolution of the omni-shopper generation, characterized by the growth of small-format stores due to a boost in tourism and market stabilization.

Amazon India’s largest seller Appario Retail reports 8% dip in FY23 revenue

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December 2, 2023

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online shopping — (Representative Image)

Appario Retail, the largest seller on Amazon India, has reported an 8% drop in revenue for FY23, totaling INR 14,604.2 crore. This reflects a slowdown on Amazon’s ecommerce marketplace in the country.

According to regulatory filings with the registrar of companies obtained from the business intelligence platform Tofler, Appario Retail recorded a slight increase in profit for FY23, reaching INR 84 crore compared to INR 82 crore in FY22.

In FY23, Amazon Seller Services, the operator of the India marketplace, experienced a modest 3.4% increase in revenue, reaching INR 22,198 crore. However, its losses expanded by 33%, totaling INR 4,854 crore. In contrast, during FY22, the entity had reported a 32% growth in operating revenue and successfully reduced its losses by 23%.

“While both Flipkart and Amazon India are still loss making, the nearly flat growth in topline is a clear indication of slowdown in growth,” a senior ecommerce industry executive said.

The operational income of Appario, a collaborative venture between Amazon and the Patni group, serves as a pivotal metric for assessing Amazon’s expansion in India. Appario specializes in selling products across various categories, including electronics, appliances, and other high-performing segments on the marketplace.

Despite sending an email to a spokesperson from Amazon India, there was no response regarding Appario’s financials and their potential implications on Amazon India’s business.

On November 24, it was reported that Amazon is exploring possibilities to permit Appario Retail to persist in selling on the platform. This marks a reversal of the previous decision to close it down, as the latest FDI rules prohibit marketplaces from holding a stake in seller entities.

Nevertheless, the sustained functioning of Appario may be essential for Amazon to return to a more rapid pace of growth.

Shutting down Cloudtail – one of the largest sellers on the platform and partially owned by Amazon – last year disrupted its operations. Amazon faced hurdles in transitioning from reliance on Cloudtail to other seller entities operated by different promoters, even though many of them were managed by former Amazon or Cloudtail executives.

Various sources have indicated that Amazon has engaged in talks with promoters of emerging seller entities to increase investments in the business and facilitate incentive-driven deals on the marketplace.

However, the majority of them have not yet reached the level of Appario, as Appario continues to hold the position of the largest seller on the platform.

“Appario is thus still continuing and there is no change in the near future,” one of the suppliers to the seller firm said.

Its financials highlight the subdued demand for e-commerce in India. Reports indicate that although the sale of premium items is contributing to value growth, there is a strain in demand for lower ASP (average selling price) products. Even during the recently concluded festive season sale, online demand was primarily driven by high-value items, but the overall volume was impacted.

“Growth was there in our top-end items, but the mass market items driving volume didn’t see equal demand. It is still higher than a normal day, but compared to previous festive sales, the growth was muted,” a senior executive at a leading electronics accessories brand said.

Meanwhile, a restructuring of top-level positions is in progress at the regional branch of the Seattle-based e-tailer, as reported on December 1.

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