We plan to invest in conversational commerce, video analytics to elevate CX: FNP CTO

Consumer preferences in the gifting sector are continually evolving, impacting the types of experiences, products, and delivery expectations. Technology plays a crucial role in addressing these diverse needs. FNP aims to provide an optimal consumer experience that aligns with these changes by helping customers find suitable products, streamlining the ordering process, and ensuring timely deliveries. The e-commerce firm’s chief technology officer (CTO) Gaurav Sharma highlights how technology enhances this experience through improved quality control, monitoring, and order tracking.

Speaking about the latest technologies that excite him in this space, Sharma said, there is no doubt that generative artificial intelligence (GenAI) is a rapidly emerging technology in e-commerce, facilitating more conversational interactions.

“Unlike traditional e-commerce, gifting requires a more personalised approach, as customers often seek unique gifts for loved ones. AI can significantly enhance this process by guiding customers in their choices. As voice-enabled interactions grow, conversational commerce will evolve, further enhancing the shopping experience,” he said.

According to Sharma, the payment ecosystem is also advancing, with more people gaining internet access. Unified Payments Interface (UPI) is widely used for transactions, and innovations like Buy Now, Pay Later (BNPL) options and app payments are making transactions easier and attracting more users to our platform. Additionally, the rollout of 4G and 5G networks is improving the mobile experience, and FNP is exploring ways to enhance this further.

Sharma believes that timely delivery is vital for FNP, and technology aids in achieving faster deliveries by predicting product availability and delivery timelines. In this regard, data analysis helps determine demand and optimise order fulfilment based on location mapping. He gives the example of the company’s recently launched FNP Luxe that offers a premium experience with curated products and specialised delivery. It trains stores to meet specific timelines. FNP uses Tableau for analytics, allowing teams to track key metrics and make informed decisions quickly.

Needless to mention, FNP's tech budget is growing, reflecting its commitment to operational efficiency and enhancing the gifting experience. “Investments in generative AI, payment systems, and mobile experiences are priorities for 2025, along with improving operational efficiencies and last-mile delivery. Cybersecurity and consumer privacy remain top priorities,” said Sharma.

FNP's tech team, currently 80 members strong, is set to expand, focusing on hiring and upskilling employees. We seek talent experienced in online technologies, including front-end consumer experience and back-end infrastructure, particularly in cloud automation, said Sharma.

On the company’s digital transformation, He mentions that we've transitioned from an offline model to a fully digital one. However, there's room for improvement in efficiency and customer experience, necessitating ongoing investments in modernisation and advanced technologies across various operations, he said.

To stay competitive in the gifting space, Sharma believes that FNP must learn from leaders like Amazon in customer service and user interactions. The company aims to remain at the forefront by investing in technologies such as conversational commerce, data analytics, and mobile experiences to enhance customer engagement.

“In the next few years, we plan to invest in conversational commerce, improve data integration throughout the customer journey, and enhance personalisation in our offerings. We're also exploring video analytics in stores and cloud kitchens to elevate the customer experience, making strides in these areas over the next 2-3 years,” he summed up.