“Brands need a tech platform that granularly analyses existing content to call out gaps and means to fix them” – Anand Siva, Head of Business Excellence and Co-founder, NittyGritti

CXOToday has engaged in an exclusive interview with NittyGritti’s spokesperson Mr. Anand Siva, Head of Business Excellence and Co-founder

Which aspect of the service do the customers love the most?

  • The most common feedback is that we have a platform that not only identifies gaps but also provides expert recommendation to fix them. We spend considerable amount of time and effort to build a solution that will give brands, sellers and content teams a direction to improve content quality, that can in turn impact customer experience & conversions. This has hit a sweet-spot, and our customers are loving it.

Where can people get this service/app?

  • We are built as a wholly SaaS model – low touch, built for two important factors that define the ecom vertical – speed & scale. Customers can subscribe to a pack, pay online and instantly start adding their products, and within a few hours get the dashboard activated. We are a portal, not an app, and make it easy for customers to add their products directly from their catalogue on Amazon, built a chrome extension which makes uploading files just a click.

What is a catalogue content audit and how can it help the brand perform better?

  • A catalogue is more than just functional text and pretty images – a catalogue is the digital version of a salesperson in a brick and mortar store, and has to do the job of the last mile connect between brand and customer. Getting content precise at a granular level requires many elements to work together – understanding of the marketplace guidelines, brand ethos, customer shopping behaviour and finally the coming together of text and images to deliver the product story. To get all these right, brands need a tech platform that granularly analyses existing content to call out gaps and means to fix them. And by getting this right, brands can increase their search ranking, deliver a better shopping experience, reduce product returns and improve customer reviews & ratings.
  • Reports suggest goods values upwards of US$175 billion are returned every year simply because customers bought a wrong product – by delivering better content, brands can now live up to their brand promise, and improve brand affinity

What are your thoughts on large language models? Is there any scope for integrating LLMs into your products and services?

  • Ecom has truckloads of data – no other vertical has so much critical information about shoppers. From the age-old practise of just identifying product adjacencies and possible preferences, LLMs are enabling prescriptive selling – thinking ahead of need, creating new desires & inclinations. LLMs are breaking communication barriers, time constraints and helping goods move past logistical labyrinths, by being ahead of demand. From being responsive, customer engagement is now through humanised machines, bridging human empathy with machine capabilities, delivering speed, scale and smiles.

E-commerce has already been redefined by technology. In what ways do you see emerging tech influencing the sector in the future?

  • Ecommerce is hugely tech driven in the backend, real technology is yet to touch people’s lives. They still buy the way they bought a decade ago, except for the brilliant innovation by Amazon to enable voice-driven shopping. Customers are nowhere close to the touch and feel of the products they browse – augmented reality & virtual showrooms are yet to go mainstream, and tech that is bereft of additional hardware or new shopping behaviours yet to surface. Touch, feel, swipe, buy will soon be the new order. Similarly, voice detection to create different lists for people in the family, each uniquely curated, separately managed and tracked will become as simple as say Hey Siri or Alexa!

In the years to come, AI will play a bigger, sharper, and more sophisticated role in all areas of business. How do you see AI technology revolutionizing business?

  • If 15 years ago data was supposed to deliver value at the speed of thought, it’s now doing it light years ahead of thought. And AI is just coming of age, moving from being a concept to a fad to a whole thought process driving innovations. Plus, AI is now moving up to being more people driven than need driven – it is no longer being used to change people behaviour, but compliment them. From automobiles that will recognise me and adjust settings to my liking – from air conditioner controls to choice of music and navigation, AI is doing what I would be doing myself, without making human experience redundant or superfluous. Today, I can control my gadgets with voice – very soon I must just make eye contact with a light to switch it on, or my TV detects my sleep mood and switch off – AI, contrary to what many people think, will only get more human centric.

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