Suresh Chaganti

Co-Founder and Executive Partner, VectorScient

Having spent 20+ years in consulting and technology leadership roles across multiple industry verticals that encompass the entire consumer value chain — Omni-Channel Retail, E-Commerce,  Distribution, Manufacturing, Market Research — Suresh brings fresh and well thought out perspectives.

Suresh implemented multiple ERP, CRM and Warehouse Management systems, along with rolling out new sales channels in a variety of retail marketplaces such as Macy’s, Amazon Vendor Central, Amazon Seller Central, and Fulfilled by Amazon.

Suresh co-founded VectorScient, a Predictive Analytics software for Retail and Distributors.

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  • Posted on: 10/28/2020

    Will Shopify merchants go viral with their TikTok videos?

    I would not call it game changing or use similar hyperbole, but it’s a new audience and channel that can be monetized. The effectiveness, of course, depends on the creatives, influencer marketing, and reach of the brand and marketing spend. In the end, brands will allocate the spend on channels that will get the best ROI. TikTok is an option, so are Facebook, YouTube and Instagram.
  • Posted on: 10/27/2020

    Chipotle battles escalating delivery costs

    Pizza is a different animal. Much simpler actually compared to an average restaurant. Pizza chains are delivery-first operations as opposed to restaurants which are dine-in first. Flat packaging, common base and ingredients, customers that are trained to give tips, limited to no dine-in - all these factors mean pizza is made for the pandemic. Pizza delivery is a well-oiled machine that the restaurants perfected over years.
  • Posted on: 10/27/2020

    Chipotle battles escalating delivery costs

    The customer is clearly the end beneficiary of the convenience, so the payment will eventually come from there, one way or the other - limited menu for delivery services, higher prices on some items, minimum spend, delivery fees, etc. In the short run, other players in the value chain are making up - the restaurants by foregoing margins, the delivery services by giving coupons and waiving delivery fees, drivers by doing a lot for less than minimum wage in many cases. It is a huge optimization problem for the restaurants, particularly national chains in balancing sales, profitability and customer experience.
  • Posted on: 10/22/2020

    Amazon will pay you to know what you bought somewhere else

    This is an extremely low cost way of getting market research data. They already know their own sales. They are doing this to have a good handle on what is happening outside their ecosystem. Typically brands would pay $10 more for an interview on a consumer panel. We should expect Amazon to use the data to augment its own offerings as well as sell aggregated insights as an enterprise offering to the brands.
  • Posted on: 10/20/2020

    Will Panera’s climate-friendly labels spur sales?

    It is good to see environmental awareness making its way to consumer choices. Panera must be keenly aware of the segment it is serving and the values they care about. From what I know it feels like their core customer base appreciates it. Ethical sourcing became an expected feature in coffee products. Ethical labor practices became mainstream with apparel and fashion. Food is even more personal. If the taste and price are not compromised, it can only increase sales. Of course we should expect a level of cynicism, but that is par for the course.
  • Posted on: 10/20/2020

    Albertsons offers a new refrigerated take on store pickup

    This makes sense, and feels like a logical next step. A futuristic yet logical progression would be to subsidize the cost of lockers on customers' garage or porch. The printer/cartridge (or shaver/blade) model can be easily extended to freezer/grocery. Even more futuristic would be reducing the refrigerator replacement cycle and making it subscription oriented. A customer commits to a two-year grocery delivery program and the refrigerator is replaced every three years or so.
  • Posted on: 10/16/2020

    What’s holding back Black advancement to leadership roles?

    First there should be an acknowledgement that there is a significant underrepresentation of Blacks in the leadership roles. Strictly thinking from a data perspective, I am seeking to understand if the underrepresentation also happens at other levels below the corporate leadership. Is the entry level workforce representative? Are the number of college graduates representative? Are the high school graduates representative? My point is if the feeder systems are not representative, it is a legitimate claim that there isn’t enough of a talent pool to choose from. This is not to ignore institutional racism that exists. But it is an acknowledgement that change has to start at the lowest levels to make it sustainable. Equally important is the need for role models. To that extent, corporations need to look deep in the ranks to identify and nurture the talent to promote. It is not easy and could lead to resentment when it isn’t perceived fair.
  • Posted on: 10/15/2020

    Is YouTube a shopping powerhouse waiting to happen?

    Fair points. The advantage for Amazon is frictionless experience. YouTube on the other hand has to hand off and is a referral site. Simply put, Amazon and YouTube start from the opposite ends. YouTube has an audience that is not shopping oriented yet. Amazon on the other hand does not have an audience that is watching user generated content. But I suspect Amazon is much closer to the destination than YouTube is.
  • Posted on: 10/15/2020

    Macy’s is turning stores dark for the holidays

    Converting stores in prime real estate to dark stores is like trying make lemonade out of lemons. It is an attempt at asset utilization that they had to do. But if Macy’s had an opportunity to design from the ground up, they would probably choose a smaller size and different location.
  • Posted on: 10/15/2020

    Is YouTube a shopping powerhouse waiting to happen?

    Count me as a skeptic, as YouTube has a number of barriers to overcome before becoming a meaningful competitor in the live commerce space. I was watching Amazon Live last night and realized how compelling the execution is. It feels natural and organic. The reason that it feels that way is that the core elements are in place - an extremely large consumer base, a community that is heavily invested in doing reviews, Q&A, and the biggest third-party marketplace. Live commerce brings all these together in an extremely effective manner. Amazon Live does just that. YouTube on the other hand has a huge handicap on every one of the above. Google could never become a serious shopping destination even if half of the searches originated there.
  • Posted on: 10/14/2020

    Can relevant digital ads be too relevant?

    This is interesting research and intuitive to understand. Do brands need to show only the product related to their search or related ones that expand their horizons? There are two aspects to this. First is establishing whether a customer has an item-driven mindset or a goal-driven mindset. The second is matching the recommendations with the intent. Brands should experiment with all four combinations of intent and types of ads served. It becomes much easier to recommend for existing customers with much richer purchase and browsing history.
  • Posted on: 10/14/2020

    Is a new store concept the start of something big(ger) for Aldi?

    Aldi is doing multiple store formats from 6,400 to 25,000 square feet. That shows a company that is willing to be flexible and has the ability to execute. It’s not easy. New site selection and development is based on enormous research of local communities and competitive landscapes. It is anyone’s guess whether it will be as successful as Aldi hopes, but it is good to see the ability to adapt.
  • Posted on: 10/09/2020

    Is Petco really a health and wellness retailer?

    It is still for pets -- right? Reading the headline I thought they were going to compete in the human wellness space. That would definitely be confusing, not to mention how silly the idea is.
  • Posted on: 10/09/2020

    Will Dollar General win over higher-income consumers with its new store concept?

    Don’t higher income folks love good deals?
  • Posted on: 10/08/2020

    Amazon rolls out virtual vacation tours that include shopping

    We have weird stuff happening. People are missing travel so much that there is demand for flights to nowhere. For Amazon this is yet another way to nudge shoppers. I think the uptake will be small as a percentage of Amazon shoppers, and it will be a niche product for quite sometime. But the sheer number of Amazon shopper means that in absolute terms it could rival someone like Pier 1 Imports in its heyday.

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