how do to create a retail format brand

Case Study & Learnings : Large format

Electronics / Technology Store

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• 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

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Classic Marketing….

• Attention

• Interest

• Desire

• Conviction

• Action

CDIT

• RELIANCE DIGITAL

– Electronics

– Home Appliances

– Information Technology

– Telecom

– After Sales Service

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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

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Marketing Tools & Techniques

• Customer Insights

• Promotions

• Communication

• In-Store Communications & Visual Merchandising

• Events

• Innovations

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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

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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…

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CQT : Customer Question Time

Focus Group Discussion Customer Feedback Form

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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)

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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

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Advertising & Communication

• Leaflet distribution in prominent catchments

• Digital Life catalogue

• SMS campaigns

• EDM (Electronic Direct Mailer) campaigns

• Radio spots

• Press ADVTS

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Creatives & deployment ….

• Promotional Leaflets (Tactical)

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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

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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

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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

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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

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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

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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

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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.

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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

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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

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Understand retail and customers …..

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Simple Effective Ideas …deployed in a structured

manner ……

Think As Consumer

• Contact@thinkasconsumer.com

• http://www.slideshare.net/thinkasconsumer

• Mobile : +91 9867641038

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