In its study, ‘Global Consumer Insights Survey 2018’, PwC highlights that there has been a sea change in consumer habits. It points out that while brick-and-mortar stores are still the go-to mediums for shopping, in-store experiences matter as much. And, for that, brands have to invest in Artificial Intelligence (AI).

It is true that that shopping, as an experience, has been completely disrupted by technology. The internet has made the millennial shopper spoilt for choice. It has delivered on the needs of the new-age consumer, who is time-starved and forever seeking convenience. It's not surprising, then, that millennials are putting a premium on easy experiences.

To avoid standing in long queues for billing at retail stores, new-age customers have switched to ‘order online and pick up in store’ services, the study further reveals. The journey towards cashless India has also resulted in the rise of digital transactions, which has led to an overwhelming impact on mobile payments.

For more such insights, tune in to Episode 15 of HT Brand Studio Live on July 16. Marketing leaders including Uma Talreja (Shoppers Stop Limited), Lloyd Mathias (angel investor), Sujatha V Kumar (Visa), Tanmay Saksena (1mg), Jiten R Mahendra (Max Fashion India) and Shireesh Joshi (Priism Consulting) will get together to decode shopping in the new India.

You can watch the episode on the Hindustan Times’ Facebook page at 10 a.m. It will be webcast from the HT newsroom.

The speakers will delve into topics such as customer loyalty, the importance of omni-channel marketing strategies, and integrated shopping experiences.

Brand Studio Live is hosted jointly by HT Brand Studio and DMAasia, and is a part of the HT Brand Leadership Series, an annual property hosted under the domain of HT.com that has content around breakthroughs in marketing.

In the previous special episode, powered by KidZania, marketing leaders such as Anjali Malhotra Nanda (Aviva India), Puneet Anand (Hyundai Motor India), Pooja Baid (Philips India), Karan Kumar (Fabindia), and Pankaj Rana (Panasonic) discussed how to responsibly market brands to children.

Another edition of Brand Studio Live saw brand masters from the automotive space, such as Pallavi Singh (MG Motor India), Bishwajeet Samal (Volkswagen Passenger Cars), Sunil Gupta (Avis India), Navin Khemka (MediaCom) and Rachit Hirani (MotorOctane), talking about increasing brand recall value among millennials or Gen Y.

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