Increase Retail Store Footfalls

BindalsMarketing Strategy to increase the Visibility of the Retail store

Agenda
Bindals Store
Analysis
Segmentation
Visibility Campaigns
Costing
References

Bindals Analysis
Bindals
Importance to softer skills
Experienced staff
Strategic Location
Good Suppliers
Loyal Customers
Collection for all ages
Specialized Stores
Competitors
Single Brand
Majority youth and brand conscious
Loyal Customers
Collection for specific age
Bindals Offerings

Analysis
Bindals has a lot of loyal customers and most of them 30+ age
Increase in competition from players who cater to the age group 15-28
Increase in outlets offering discounts and proponing sale of goods at huge discounts
Bindals have to target youth in the age of 15-28. For that have to Implement its image as a reliable place.
The Brand has to reach out to people from coming to Ghaziabad for trading purposes

Segmentation of Customers
Life Style
Gender
Social Class
Age
Occupation
Income

Targeting youth
Youth Loyalty Cards: Permanent discount offers for college students
SMS and Email marketing
Competitions in schools and colleges

Ambient Advertising
Advertising through stickers at the back of cars
Bundling with restaurants like Bikanerwala
Advertising near the ATMs, Banks, and Metro stations

Display Marketing

Media
Radio spots
Radio Mirchi campaign
RJ mentions
Advertising through Local cable operator

Viral Marketing + Lucky draw
Getting the email Ids of customers
In return adding their name in lucky draw
Option of adding their friend’s name also for the lucky draw by providing their email Ids
Gift can be only availed through a valid email Id
And then sending the various discount offers and schemes through emails

Reaching the residents in Ghaziabad
Advertising through Yellow Pages booklet: -
Region specific Yellow pages booklet is distributed in many societies in Delhi free of cost.
‘Bindals’ can advertise and target the target consumers through it and increase the awareness about Bindals.

In Store Advertising – Billing Counter
Impulsive Buying material (e.g. costume jewelry) on the counter
Backside of the counter should have a Bindals logo
Highly impactful messages should be displayed on the back side

Collaterals

Newspaper distributor
Distributing the discount pamphlets or the advertisement brochures or the collaterals of Bindals with the newspapers

Festival oriented targeting
Organizing some special events at some strategic locations
Christmas
New Year
On ground activity: Organizing some kind of games or Flash mobs
Crowd puller
Source of publicity
Source of free advertisement and PR

Store visibility and culture
Bindals uniform for its sales force
In store publicity
Distributing freebies such as Pens, key chains, etc written Bindals over it on special occasions
Will help in brand recall
Will help in creating goodwill for Bindals
In house Publicity: - Flex/Kiosk/Branding boards/Display boards, etc should be used in every Bindals store to advertise and promote the other branches

Using the vacant space for advertising about the Winter wear: Store front

Advertising at the strategic locations in the markets through Banners and posters

Banners

Shop Billboards

Direction boards

Eye-catchers

Branding Panels

Branding boards

Standies

Tie Ups
CSR Activities- From Every Bill 1 rupee is used for child development
Tie ups with MultiPlexes- Bindals should have promotional scheme card distributed inside multiplexes so that people know about the Bindals Brand
Partnerships with Gift shops- Nielsen survey found nearly eight in 10 Indians (77%) selected Clothes as their preferred gifting item.
Tie ups with the above kind business partners in cities located nearby- Modinagar, Muradnagar, Hapur, Bulandshaher
Organising Baby competition around housings and kids competitions in schools with Freebies having Bindals logo.

Balloon Advertising
Bindals
Balloon on the top of the building
Message like Happy New Year
Smaller balloons can be distributed to children in store

New Year Gifts
Calendars
Diaries
Card holders
Spectacles Cover
Goodies For children
Santa Claus
Mickey
2010
Bindals

Metro Advertising
AnandVihar metro set to start in December
Dilshad Garden already running
The advertisement will help create Brand awareness

Miscellaneous – Kids Pictures
Making a medium side board with a face of small child, asking parents to bring pictures of their kids & pasting the pictures on the board
This campaign can be run for a period of 20-25 days.
If we get huge response we can attempt to enter it into Limca book of records as a one of the biggest face with pictures

TIME LINE
Start of Sale
Posters/ Banners
TV/Print Ads
SMS Marketing
Multiplexes/ Colleges/ Restaurants/
Events in Schools
Events in Societies
Posters around ATMs/Banks.
Tie up with multiplexes/eateries
Ambient advertising
RWAs
Distribution of pamphlets around colleges/multi -plexes/ malls.
Banners & Posters
In Store changes
4 Days of Unlimited Shopping
Lucky Draw
Go out with media/SMS

Costing

References
Mr. ArpitBindal & Mr. Deepak at CP store
Staff at Bindals, Ghaziabad
AC Nielson report
India Retail Growth, outlook

Thanks

Increase Retail Store Footfalls

by Nitesh Luthra

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 40

Statistics

Increase Retail Store Footfalls Presentation Transcript