Hershey India is embracing digital transformation to register growth and digital transformation is a means, it is not an end, said Geetika Mehta , MD, Hershey India while speaking at the ETRetailTech Summit in Mumbai. For the last few years, Hershey India has been focusing on digital transformation internally as well as at consumer-facing end. "The internal digital transformation includes everything right from the order taking that the last retailer gets to our distributors, ensuring continuous stock replenishment to getting data at a quick speed," she explained. "The other part is digital transformation for the consumer. We are engaging with consumers across all touchpoints and to ensure consistency across all touchpoints, technology plays a great role. We are investing heavily in digital advertising as compared to traditional ways of advertising," she further added. The chocolate player has put in cold chain solutions at the point of sales which helps it track its productivity every month. It also provides more data points to analyse and implement solutions. "If we hadn’t done the digital transformation, we wouldn’t have fresh stocks available at almost 250,000 stores where we have our presence. We are actually slow starters, but very fast followers of technology," […]
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