Delhi's Select Citywalk is in search of a CTO, strategy to compete with ecommerce firms

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Delhi's Select Citywalk is in search of a CTO, strategy to compete with ecommerce firms
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In a bid to strengthen its digital defence against growing competition from ecommerce firms, Delhi's Select Citywalk plans to hire a CTO (chief technology officer).

The mall, which never had a CTO, has already shortlisted a few candidates for the position, Executive Director Yogeshwar Sharma told ET.

Home to international brands like H&M, Zara, GAP, it is looking to streamline the technology team and, once the new CTO joins to head it, it is expected to have eight members. "We have people who are looking our digital footprints but in bits and pieces. We need a more aggressive approach to touch our customers digitally," Sharma said.

"Ecommerce players know everything about their customers. We also have to be more agile and need to understand customer behaviour inside the mall, the way ecommerce companies know about whoever logs on to their platform," Sharma said.

Currently, the mall can only track the footfall, but it also wants to know details like where did the customers go inside the mall, where did they shop and which zone was less frequented to provide much better services, Sharma said. "There are too many combinations possible in which a consumer may have acted inside the mall. Only technology can identify it."
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At the moment, visual merchandising is dependent on a person's mind and mood, he said. To make it scientific, what is available and what is selling should be given more priority than what is not selling. Technology can play a very important role in this, Sharma said.

(Image credits: Indiatimes)