Driving Success: Hero MotoCorp's Journey into 'Experience Led Growth' and Digital Transformation

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Q: At Adobe's Best of SUMMIT event, a crucial concept of how 'Experience Led Growth' is foundational to the success of every business was explored. How does this aspect of digital transformation fit into your company's growth? Manav Sethi: Traditionally OEMs (Original Equipment Manufacturers) have managed dealerships and it's them that manage end customer identities and relationships.

So OEMs have always been at a distance and have in the recent past started to invest in first-party data and CDPs. However, at VIDA, buyers don’t even have to step into a dealership and can not only buy the vehicle of their choice, buy insurance, and claim FAME subsidies, but can also choose the time and place online for the delivery of their vehicle.

These cohorts and journeys are personalised at pre-sales, sales, and even the post-sales level. We have the ability to offer limited-time charging free to a cohort or 1st service free if he is contributing to the community at scale, or subsidised insurance basis his riding behaviour or maybe a good buy-back price, now that real time data is available to ascertain the provenance and the condition.

In the auto category, unlike FMCG, the relationship with the product and the brand begins at the time of purchase and VIDA, being a connected scooter, allows data-led personalised experiences at scale. I believe the next wave of competitive advantage will come not only from product differentiation or economies of scale but also from personalised experiences.

Q: Hero MotoCorp is a well-known name in India for two-wheelers. How has digital technology played a role in propelling your business's growth, and what are the challenges and opportunities that digital solutions have allowed your organisation to