Experimenting With CGI Has Been A Game-changer: Rajat Khurana, Asics India

Ojasvi Nath Mar 04, 2024

In an exclusive interview with Rajat Khurana, Managing Director at Asics India, the athletic footwear and apparel giant details its strategic incorporation of artificial intelligence and machine learning to reshape consumer trends forecasting. The discussion explores Asics' data-driven methodology, ongoing research initiatives, technological advancements, and the convergence of health and technology. Khurana shares how these innovative strategies position Asics India at the forefront of the changing, more aware athletic and sportswear industry.

Edited Excerpts:

How does Asics India approach integrating artificial intelligence and machine learning to forecast consumer trends, allowing for proactive adjustments in product offerings and marketing strategies?

At Asics India, we use artificial intelligence and machine learning to forecast consumer trends by integrating them into our digital marketing strategy. We are rooted in technological advancements and understanding the evolving landscape of consumer preferences. By leveraging data analysis tools, we meticulously examine consumer demand patterns and sales numbers in Tier-1 and Tier-2 cities, allowing us to gain valuable insights into consumer behavior.

With the help of AI and ML integration, we accurately forecast upcoming trends. This proactive approach empowers us to make informed adjustments in our product offerings and marketing strategies, ensuring that we stay responsive to the changing needs of our customers. This dedication to technological innovation plays a pivotal role in our mission to consistently provide cutting-edge products and stay ahead in the competitive athletic footwear and apparel industry.

Can you share insights into Asics research and development initiatives, specifically focusing on cutting-edge technologies that might shape the future of athletic footwear and sports-related products?

The Asics Institute of Sport Science produces a diverse range of research with a primary focus on human form, movement, and physiology. We are trying to make continuous efforts to create and provide athletes with innovative technologies. Over the years, ASICS has delved into sports science, working diligently to research, develop, and create quality products for our customers. The institute is focused on creating products that make sports more enjoyable and aid in athletes' development. This commitment involves incorporating personalisation and digital technology into our offerings.

In addition to research and development, the Institute's scope extends to running analysis, service systems, and the development of technologies such as the 3D Foot Scan. We are completely dedicated to innovation, as seen in the Foot ID technology offering personalised attention. Specifically designed for individuals with various foot shapes or running-related concerns, Asics stores provide a 30-minute Foot ID service. This service assesses foot shape, pronation, and gait to recommend the suitable shoe type. Our continuous focus is on pioneering advancements to enhance athletes' experiences. While details about upcoming technologies are confidential for competitive reasons, rest assured, that the brand is consistently exploring cutting-edge solutions for improved performance, comfort, and injury prevention.

⁠As consumer expectations evolve, how is Asics India utilising data analytics to not only understand current preferences but also to predict and shape future consumer demands in the athletic and sportswear market?

As consumer expectations evolve, we employ the power of data analytics, including tools like Google Analytics, to not only comprehend current preferences but also anticipate and shape future consumer demands in the athletic and sportswear market. Through sophisticated data analysis techniques, which include the utilisation of GA, we extract valuable insights into Tier-1 and Tier-2 markets to examine consumer behavior, purchasing trends, and market dynamics. The integration of GA strengthens our data-centric approach, enabling us to continually refine our strategies and stay agile in the changing landscape of the athletic and sportswear market.

Furthermore, it is inevitable to highlight the incredible creative initiatives we are implementing on the digital front. Experimenting with CGI and other trending creative formats has been a game-changer, providing a stellar experience to our customers visiting our social channels or the website and garnering incremental engagement for the brand. With our impactful digital strategy, we have been able to reach out to millions of potential customers, creating stronger brand awareness and an ever-increasing love for the brand.

⁠Exploring the intersection of health and technology, are there any initiatives or collaborations within Asics India that focus on developing health and fitness-related apps, devices, or services to complement its product offerings?

At Asics India, we continue to explore many initiatives and collaborations at the intersection of health and technology. One notable offering is our Runkeeper mobile app, which is crafted to help users stay motivated throughout their running journey with guided workouts, customised race training plans, an encouraging running community, virtual challenges, and more. Suitable for users of varying proficiency levels, from beginners to experienced athletes, this app features advanced insights aimed at aiding you in reaching your fitness goals at your convenience. Upon installation, the app offers coaching assistance to facilitate a user's progress. Moreover, users can utilise the app to find upcoming races and engage in them actively.

In addition, we conduct targeted campaigns on the Runkeeper app, providing consumers with a dedicated platform to track and enhance their performance throughout our brand-associated running events, including the Tata Mumbai Marathon, Apollo Tyres New Delhi Marathon, and TCS World 10K. These initiatives aim to empower participants by seamlessly integrating technology into their running experience, fostering a sense of accomplishment and engagement during these prestigious events.

Could you share instances where technology-driven initiatives have notably improved customer satisfaction and loyalty within the Asics India ecosystem?

Asics incorporates technology to elevate the customer experience through its unique offering as I mentioned about Asics Foot ID. This technology analyses a customer's foot type and running style to recommend the ideal shoe fit, enhancing comfort and performance. Such initiatives have notably improved customer satisfaction and loyalty by ensuring personalised product recommendations and enhancing the overall running experience, thereby fostering brand trust and loyalty within the Asics India ecosystem.

The foot ID technology analyses one's foot based on many parameters, including, foot length, ball, arch, height, width, heel, and toe angle.