Anything.0 is a cliche. But somehow the technology industry refuses to give up on it. And so, sticking to tradition, on Tuesday at a glitzy event in Mumbai, Kishore Biyani, the founder of Future Group—one of the largest brick and mortar retail companies in India—said that Future Group is ushering in Retail 3.0. Any discussion on anything.0 isn’t possible without understanding what the previous .0 stood for, and why it was relegated to obscurity. Also fondly called, the old way of doing things.

To Biyani’s mind, Retail 1.0 stood for the brick and mortar retail store.

Retail 2.0 stood for e-commerce companies which he also suggested is the business of Flipkart and Amazon.

And of course, now comes Retail 3.0.

Standing on a huge stage with a spotlight trained on him Biyani flips through slides, one after another. What do they have? Inspirational quotes from Bill Gates and Jack Ma. Powerpoint presentations like building an ecosystem. A series of dots connecting to form a neural network. The natives start getting restless. But then he turns it around and unveils the EasyDay store club. It is a select club, which allows entry to just 2,000 customers. Pay Rs 999 for a year and shop exclusively at this store.

The company plans to set up a store every 2km and will start with 1,100 stores by March and then grow beyond. These members get a 10% discount on the total bill and first access to certain products. And all of this layered by tech. Each member will be able to, via the app, place orders and pick their grocery up or take the home delivery option. Or just pop by the store. Scan the products via the app, get recommendations on alternatives and recipes, pay via a QR code and walk out. Or stay home and build a shopping list which can work on voice commands. “We call this blended commerce. Or Retail 3.0,” said Biyani.

There’s more. The company has enlisted Google to give Future Group heat maps, to help the company stock SKUs and open stores in the right locations. “With our searches, we can predict the rise of certain diseases in micro markets, think about how useful that could be to a pharma company,” said Rajan Anandan, MD, Google India at the event. He went on to draw a parallel with how this works for Future. In fact, he said during his presentation, Google had been running a pilot with Future Group, which gave customers coupon codes when they searched for a Big Bazaar store on Google.

Google claims it drove 100,000 customers to Big Bazaar by giving them coupons. Source: Future Group Twitter

The group has also partnered with Facebook to help it build communities. These communities would then give further knowledge on customers, the kinds of things they liked and searched for.

AUTHOR

Patanjali Pahwa

Patanjali has spent over seven years in journalism. He last worked at Business Standard as Principal Correspondent, where he wrote on startups, e-commerce companies and venture capital. He has worked at an array of institutions, which include Forbes India, Caravan and Outlook Business. He is a Mumbaikar, born and brought up. Patanjali did his BSc in IT from Mumbai University and then got his journalism degree from IIJNM in Bangalore. He is enamoured by Ernest Hemingway and Tom Waits and may try to sneak in references to them in his stories.

View Full Profile

Available exclusively to subscribers of The Ken India

This story is a part of The Ken India edition. Subscribe. Questions?

MOST POPULAR

Annual Subscription

12-month access to 200+ stories, archive of 800+ stories from our India edition. Plus our premium newsletters, Beyond The First Order and The Nutgraf worth Rs. 99/month or $2/month each for free.

Rs. 2,750

Subscribe
 

Quarterly Subscription

3-month access to 60+ new stories with 3-months worth of archives from our India edition. Plus our premium newsletters, Beyond The First Order and The Nutgraf worth Rs. 99/month or $2/month each for free.

Rs. 1,750

Subscribe
 

Single Story

Instant access to this story for a year along with comment privileges.

Rs. 500

Subscribe
MOST POPULAR

Annual Subscription

12-month access to 150+ stories from Southeast Asia.

$ 120

Subscribe
 

Quarterly Subscription

3-month access to 35+ stories from Southeast Asia.

$ 50

Subscribe
 

Single Story

Instant access to this story for a year along with comment privileges.

$ 20

Subscribe

Questions?

What is The Ken?

The Ken is a subscription-only business journalism website and app that provides coverage across two editions - India and Southeast Asia.

What kind of stories do you write?

We publish sharp, original and reported stories on technology, business and healthcare. Our stories are forward-looking, analytical and directional — supported by data, visualisations and infographics.

We use language and narrative that is accessible to even lay readers. And we optimise for quality over quantity, every single time.

What do I get if I subscribe?

For subscribers of the India edition, we publish a new story every weekday, a premium daily newsletter, Beyond The First Order and a weekly newsletter - The Nutgraf.

For subscribers of the Southeast Asia edition, we publish a new story three days a week and a weekly newsletter, Strait Up.

The annual subscription will get you complete, exclusive access to our archive of previously published stories for your edition, along with access to our subscriber-only mobile apps, our premium comment sections, our newsletter archives and several other gifts and benefits.

Do I need to pay separately for your premium newsletters?

Nope. Paid, premium subscribers of The Ken get our newsletters delivered for free.

Does a subscription to the India edition grant me access to Southeast Asia stories? Or vice-versa?

Afraid not. Each edition is separate with its own subscription plan. The India edition publishes stories focused on India. The Southeast Asia edition is focused on Southeast Asia. We may occasionally cross-publish stories from one edition to the other.

Do you offer an all-access joint subscription for both editions?

Not yet. If you’d like to access both editions, you’ll have to purchase two subscriptions separately - one for India and the other for Southeast Asia.

Do you offer any discounts?

No. We have a zero discounts policy.

Is there a free trial I can opt for?

We don’t offer any trials, but you can sign up for a free account which will give you access to the weekly free story, our archive of free stories and summaries of the paid stories. You can stay on the free account as long as you’d like.

Do you offer refunds?

We allow you to sample our journalism for free before signing up, and after you do, we stand by its quality. But we do not offer refunds.

I am facing some trouble purchasing a subscription. What can I do?

Please write to us at [email protected] detailing the error or queries.