Beyond OTPs: How new-age digital tactics are quietly influencing retail transactions and FMCG consumer journeys
By Rakesh Raghuvanshi, Founder & CEO, Sekel Tech
Every time a consumer enters an OTP to confirm a retail purchase, they believe the transaction is complete. It is not. The OTP is the visible tip of a digital infrastructure built to capture, move, and monetise behavioural data at scale, that most consumers never see, and that most FMCG brands and their distribution networks have not yet learned to use responsibly or efficiently.
The conversation around digital tactics and retail transactions tends to focus on the consumer end: loyalty apps, preference quizzes, invisible tracking pixels, location data harvested through delivery permissions. That concern is legitimate. But there is an equally consequential set of digital dynamics operating deeper in the supply chain that receives almost no public attention, despite bleeding significant value out of the system every single month.
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