Opportunities in the area of personalisation are immense: Bharath Sastry
Shrugging off the disruptions of the year gone by, businesses and agencies are looking for a strong revival in 2021. Over the next few weeks, Adgully – as part of its annual TRENDING NOW endeavour – will be presenting the strategies and views of a cross-section of industry leaders as they go about reclaiming lost time and market opportunities and build for a stronger future, armed with the lessons of 2020.
Bharath Sastry, CEO, Vistaprint India, sees great opportunity in the area of personalisation or customisation, and adds that individuals and companies are not left with a choice anymore and need to embrace digitisation partly or wholly. This will also create related developments in many other industries.
Outlook for 2021
It’s likely that we will continue to witness rising levels of demand in 2021 with further opening up of the economy and vaccination in the first half of the year. For Vistaprint India, the opportunity in the area of personalisation or customisation is immense and we will continue the focus on expanding the space in a profitable manner. We have a strong brand proposition, and we will continue to build our brand through effective brand communication and significantly expand our product and design offerings further.
Consumer behaviour trends
One of the biggest changes in consumer behaviour is teleworking or work from home becoming a preferred or a viable alternate option for many working people. For companies, the way that talent will be attracted and managed will change. Another shift is the importance given to health and building immunity. There are also likely to be related changes in the areas of home buying, online education, cyber security, personal wealth management, food packaging, etc. The time is ripe for companies to identify these changing needs and offer products and services to address them.
Key learnings from 2020
In 2020, the major disruption apart from the virus itself has been the rise of digitisation. The pandemic has ensured that individuals or companies are not left with a choice anymore and need to embrace digitisation partly or wholly. This will also create related developments in many other industries.
The key learnings for us have been:
- Companies with strong foundations, like brands that can connect with customers, a focused business strategy, healthy variable margins, and ability to retain talent, have not only survived but have used the crisis as an opportunity to strengthen themselves further.
- The fact that change is constant is known, but the pace of change has also dramatically increased. Hence, there is a high need for people, companies, entrepreneurs, employees to adapt faster. This will require the will to act as per the new normal and having an open-minded temperament.
- Maintaining a positive environment even in the most negative of times is important for leaders to remind people about the ability of businesses or people to survive, to build endurance, to keep smiling.