How do hidden dynamics fuel successful e-commerce strategies?In this episode of the Greenbook Podcast, host Karen Lynch engages with Rasika Mathur, Senior Director and Head of Consumer Insights at Snapdeal. Rasika dives deep into her 14-year journey with Snapdeal, revealing how the platform has transformed into India's leading value e-commerce destination. She shares her passion for fostering a customer-obsessed culture and explains how understanding consumer emotions can bridge the gap between intention and action, driving business growth and customer loyalty. Rasika offers practical insights into the nuances of e-commerce, from leveraging emotional intelligence in personalization to maintaining authenticity in digital interactions. Join us for a compelling conversation packed with actionable strategies and heartfelt anecdotes that highlight the power of consumer insights in shaping successful businesses.Read Rasika's interview here.You can reach out to Rasika on LinkedIn. Many thanks to Rasika for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.