SEASON 2 Background COVID-19 is the greatest challenge the world has faced in decades. It has transformed people’s lives at unprecedented scale and impacted every industry in ways that weren’t foreseen by anyone. But one thing that emerged as a clear need for everyone, is to adapt & innovate. The need for innovation is now greater than ever, driven by new challenges that are more disruptive than most we have ever faced. For Hindustan Unilever Ltd., once the nation-wide lockdown was implemented, there was a huge disruption in market due to the unavailability of salesmen, which could have resulted in potential loss of sales. To address the challenge of market disruption through technology, HUL leveraged its Shikhar app. Launched in 2018, the Shikhar app is an eB2B platform aimed at digitisation of the general trade. Leveraging Technology Fulfilling the demand from stores and keeping the supply available for their consumers was of the utmost importance. This was where the Shikhar app was a key driver in helping HUL connect with the General Trade store in a no-touch, digital manner. This was ensured by: • • • • • • Onboarding and remote training over 2.5 lakh stores Enabling meaningful engagement with retailers via the ‘Suraksha store’ initiative that educated them about adopting strict social distancing practices. Limiting the SKUs list to only top 30% Setting upper limit for maximum order quantity Preponing order slot due to lockdown Facilitating contactless payments, which provided the convenience and safety of making UPI payments to distributors. In addition to the above, the app turned out to be a great channel for digital marketing via inapp banners and other marketing material. Push notifications, app personalisation, app widgets, and carefully placed banners to target retailers and inform them about new offers and launches were a few instrumental features that helped bring in a paradigm shift in adoption. The Shikhar app has not only helped HUL build a competitive advantage but has also provided retailers with convenience and ease of ordering. Journey so far During the last few months, the app’s adoption has increased by a staggering 173% with more than 1.5 lakh orders being placed during the lockdown period. Overall, the sales have increased over 3X in the last 9 months. Currently, Shikhar sales contribute to over 10% of the total sales in transacting stores, and 2.7 lakh stores have been onboarded pan India. Even post the lockdown, the Shikhar app continues to support HUL retailers as they embark upon a journey of digital transformation. pg. 1 The Ask: We need you – top thinkers from all over India – to become drivers on innovation in these challenging times. HUL needs you to think tactically, but also have a future-fit vision. Adoption strategy What should be the strategic vision for Shikhar app? Considering the near future, how can HUL increase and sustain adoption? Fulfilment strategy Delivery for direct orders might seem like a challenge for some distributors. Suggest a fulfilment model to ensure overall customer satisfaction. App feature Suggest one feature you would want to add to the app to enhance the value to the end user? Please note that your ideas should be a good balance of Technology & Strategy. Evaluation Criteria: Understanding the core challenge & comprehensiveness of approach Practicality of the solution Innovation through Technology pg. 2 30% 30% 40%
