India is the second most populated country in the world, with more than one billion people. While the number of people living in the country continues to grow gradually, its senior population is expanding quickly. The population of the 60+ age group is growing at 4% year-on-year, as compared to India’s overall population growth of 2% year-on-year. In fact, projections show that by 2041, senior citizens will form around 20% of India’s overall population — representing an increasingly powerful consumer demographic.
In 2016, Tapan Mishra founded Seniority to meet the specific needs of this growing consumer group. Through its e-commerce platform and off-line experience zones, the omnichannel retailer offers curated solutions for senior citizens and their caregivers, ranging from medical and wellness to lifestyle and leisure products. As the world has quickly gone digital, the resources available to the elderly have also evolved and understanding the changing dynamics of this audience is critical to the brand’s growth.
“Better data leads to better business decisions,” says Akash Agrawal, Digital Marketing & Growth Head at Seniority. “By encouraging our teams to understand customer patterns and behaviours, we can create an optimised experience for customers across our e-commerce site and in our retail shops.”
Teams across the company — from digital marketing to IT to sourcing and inventory — use Adobe Analytics to understand customer behaviour and drive business growth. However, with so many teams relying on data to make decisions, the load on the analytics team increased.
Analytics manager Harshit Jain knows how important data is to the company and he wanted to promote greater self-service among teams. Jain encouraged Seniority teams to start taking advantage of Adobe Experience League to develop and broaden their skills, answer questions and become more effective data users.
“There is a tremendous amount of information and insight that can be achieved with Adobe Analytics, but to get the most from the solution, we wanted to invest some time into developing a data strategy and learning how to accomplish it,” says Jain. “Adobe Experience League is just what we needed to encourage learning for all levels and roles.”