How do to create a Retail format brand
0 likes299 views
This document discusses the marketing strategies and tactics used by Reliance Digital, a large electronics and technology retail store in India. It outlines how Reliance Digital aims to establish itself as a technology destination that provides solutions for individuals and families. Key tactics discussed include conducting customer research, running promotions throughout the year tied to events and seasons, various advertising approaches, in-store visual merchandising and events, and other initiatives to drive foot traffic and sales. The overarching goal is to better understand customers and deploy marketing efforts in a structured manner to build the Reliance Digital brand.
How do to create a Retail format brand
- 1. Case Study & Learnings : Large format Electronics / Technology Store Peshwa Acharya
- 2. Peshwa Acharya2 • Today’s customer is extremely well-informed & tech-savvy • Extensive usage of internet, growing rapidly, though penetration is still very low • IT drives ‘Technology convergence’: Integration of various products (Eg. Mobile, Camera, Printer, LCD TV etc) with Computers Today’s customers
- 3. Peshwa Acharya3 Classic Marketing…. • Attention • Interest • Desire • Conviction • Action
- 4. CDIT • RELIANCE DIGITAL – Electronics – Home Appliances – Information Technology – Telecom – After Sales Service Peshwa Acharya4
- 5. Peshwa Acharya5 Key Business Objectives …. • Create “ Reliance Digital” as a store with distinctive identity – A technology destination store providing relevant solutions – Both for an individual and a family in the CDIT category • Consistent & Sustained marketing activities to drive the required “footfalls” & conversion • Design of robust customer centric and effective “promotions” to drive sales • Generate revenue by partnering with brands
- 6. Peshwa Acharya6 Marketing Tools & Techniques • Customer Insights • Promotions • Communication • In-Store Communications & Visual Merchandising • Events • Innovations
- 7. Peshwa Acharya7 Customer Insights • Everything that is done in Marketing is based on understanding of customer’s needs • Periodic research through In-house / Store as well as external agencies • Researches undertaken: – Focus Group Discussions – Dipstick studies – Customer Feedback Forms – Shopper Profiling – Catchment mapping
- 8. Peshwa Acharya8 What Drives Preferance & Consumer Experience Consumer experience happens at all the touch-points beginning from the moment a person receives the first communication about the store till the time we deliver the product as desired by the customer & maintain it for the useful life of the product and goes beyond…
- 9. Peshwa Acharya9 CQT : Customer Question Time Focus Group Discussion Customer Feedback Form
- 10. Peshwa Acharya10 Promotions • CDIT products follow a strong seasonality trend in sales • Marketing calendar that encompasses all the high points across product categories • Major promotions are planned around: – New Year – Summer (For ACs) – Anniversary (May – Jun) – Monsoon (For WMs & appliances) – Back 2 College – Laptops (July, college openings) – Independence Day (Aug) – Durga Puja (Oct, East India) – Diwali (Oct – Nov) – Christmas (Dec)
- 11. Peshwa Acharya11 Promotions • ‘Back to College’ Student Campaign: Objective – Build brand amongst target audience (Youth) – Generate Sales Activity – 2-day ‘In-campus’ event – Special Offer on Laptops – Lead generation – July- Aug-Sep
- 12. Peshwa Acharya12 Advertising & Communication • Leaflet distribution in prominent catchments • Digital Life catalogue • SMS campaigns • EDM (Electronic Direct Mailer) campaigns • Radio spots • Press ADVTS
- 13. Peshwa Acharya13 Creatives & deployment …. • Promotional Leaflets (Tactical)
- 14. Peshwa Acharya14 Communication • ‘Digital Life’ Catalogue – An Effective Customer Communication and engagement tool from Reliance Digital • Why this catalogue? • Like a magazine, to build relationship with customer; delivered free of cost • Lower cost but effective medium of communication • Reaches the target audience in the catchment. Multiple readership • Finite Shelf life • Show case our brand and range • Educate / update the customers on technology • Ready reckoner – offers and buying tips • Brand recall at the customer’s place
- 15. Peshwa Acharya15 Communication • SMS Campaign • Viral marketing is the most commonly used low-cost medium to reach the target audience • We have with us the database of customers: – Who have already shopped at Reliance Digital – Who have also shopped at other Reliance Retail formats – ‘Reliance’ employees • Access to external (third party) database • Customers segments based on profiling / shopping behaviour, and SMS sent for various campaigns
- 16. Peshwa Acharya16 Communication • Electronic Direct Mailer • A very cost effective electronic medium of communication • Database of email IDs comprises of: – Reliance employees – People who have shopped in all Reliance Retail formats • Based on campaigns, appropriate emails sent to customers
- 17. Peshwa Acharya17 Interactive Engagement Communication • Radio Spots: • Relatively cheaper vis-à-vis print • Interactive medium • Used for: – New Store launch – Thematic campaigns • Stations used: – Red FM – Radio One RJ Hunt for the channel – Associate Sponsor , Reliance Digital Activity - To have a special event organized by the channel in our store at Vashi . The Event – Channel to hunt for new RJ for their station in Mumbai - RD was a preferred Venue What’s in there for us - Innovative way to get footfalls to the store / creates a buzz around the place We get : Channel mentions – Free air time ( 3 week period total 500 mentions ) 6 Outdoor Hoardings across the city – Mumbai & Navi Mumbai
- 18. Peshwa Acharya18 Press : Core of Retail Marketing Communication • Press Ads • Most Important Medium – Achieves ‘High’ reach, Enhances city catchment radius. • Synergise with High sales points : – Weekends – Public Holidays – Festivals etc
- 19. Peshwa Acharya19 In-Store Communications & Visual Merchandising • In store communication is a means to convey our store proposition to the walk – ins there by, generating their inquisitiveness and building desire towards purchase • Reliance Digital has come a long way since inception and at every step worked on enhancing the consumer experience at store while maintaining business focus • Over time, we have adapted quite a few communication elements and more often, this has resulted in a ‘clutter’ in the store with several elements at times crowding a product • The attached document provides a guideline about usage of various elements
- 20. Peshwa Acharya20 Shopper Guides….help you shop … • Revised set of Shopping Guides incorporating ‘attachment products’ and provision for the ‘prospect’ to make notes introduced. • Shopping Guide for Mobile Phones created with ‘brand participation’; this was done to bring to focus certain brands / SKUs – to enable sales. Initial feedback from category is that this works. We now have Shopping guides for: Computers & accessories, ACs, Washing M/Cs, Ref, MWO, Flat panel TVs, Digital Cameras, Mobile Phones.
- 21. Peshwa Acharya21 Customer Engagement : In store Events • Events are held in-store during thematic campaigns • Helps to enhance the time spent by customer thereby increasing chances of purchase • Helps to enhance image of our store as a Family destination
- 22. Peshwa Acharya22
- 23. Peshwa Acharya23 Other Business Building & Marketing Initiatives • Generating Footfalls and Customer Count : – New Initiatives : • Online Media / Social Media / Website • Bus Branding • Hoarding • DM : CESC tie up • Focused catchment activity • Cinema Slides • Studio shift • Enhancing conversion – New Initiatives: • 3D lit drops • Studio shift event
- 24. Peshwa Acharya24 Understand retail and customers …..
- 25. Peshwa Acharya25 Simple Effective Ideas …deployed in a structured manner ……
- 26. Think As Consumer • Contact@thinkasconsumer.com • http://www.slideshare.net/thinkasconsumer • Mobile : +91 9867641038 Peshwa Acharya26