Reliance Digital
Marketing & Consumer Experience

CDIT Marketing Review – May 08
ng ac t i vi t i es …
.

St ore P
rom

“1s t R i anc e D gi t al Anni vers ary
el
i
P
rom i ons ”
ot
M 2008
ay
i t al Anni vers ary

…
.

The

Genes i s of Idea

: To c reat e an “annual propert y” w c h w
hi
oul d be branded
and on ...
1s t D gi t al Anni vers ary
i

…

The

P Promi on :– Shop at any Rel i ance
rom ot i on
ot
K
ey Fac et s
The

Di gi t al
...
1s t D gi t al Anni vers ary
i

…

The

Pc e Coupons
ot
Kured Gi f et
ervirom i on :– As sey Fac t s
dea was t o i dent i ...
al Anni vers ary

…
.

Marketing Activities to support event / festival led promotions

1

P
res s Advert i s i ng – ATL

...
1s t D gi t al Anni vers ary
i
t he ATL el em
ent s

The Creat i ve Chal l enge –
 To i nt egr at e al l t he el em
ent s...
1s t D gi t al Anni vers ary
i
t he ATL el em
ent s

W
eek 2 & 3 Ac t i vi t y Bui l d on t he i ner t i a cr eat ed i n ...
1s t D gi t al Anni vers ary
i

M
agi c @ St or e

…

c e M t i pl i er Ef f ec t :
ul

m ne t he syner gi es of ATL com u...
1s t D gi t al Anni vers ary
i
El em
ent s

Elements thought about :
- 3 D & 2 D Gate
-Promo Area podium display with back...
1s t D gi t al Anni vers ary
i

…

Gl i m
pses @ St or e

Gat e : 3 di mens i onal gat e c r eat ed f or s t andal one st ...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

Gat e : 3 di m
ensi onal gat e i m em
pl
ent ed on ent r y &
exi t at...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

Gat e : 2 di m
ensi onal gat e i m em
pl
ent ed f or t he
st or e whi...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

Gat e : Gat e i m em
pl
ent ed on ent r y & exi t at
Cunni gham Rd, b...
1s t D gi t al Anni vers ary
i
Glimpses @ Store

Show W ndow D s pl ay : Show
i
i
wi ndows at Shi pr a M l r eal
cr eat ed...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

Foc al
st or e
has el
br andi

P nt D s pl ay : I n f r ont of ent r ...
1s t D gi t al Anni vers ary
i
Glimpses @ Store

Foc al P nt D s pl ay : Var i ous
oi
i
f ocal poi nt di spl ay i n ent i ...
1s t D gi t al Anni vers ary
i
Glimpses @ Store

D
ropdow : I nst ead of
n
dangl er s, l ong Dr opdowns
suspended i n ent ...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

Fl oor Graphi c s : Thi s el em
ent
f i r st t i m i n Di gi t al St ...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

Cut out s : Sel f st andi ng cut out s cr eat ed t o br eak t he m
as...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

Cut out St andees
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

Cont ent B
randi ng : An ver y i nnovat i ve m
eans of i n- st or e
c...
1s t D gi t al Anni vers ary
i
Glimpses @ Store

St andee : Fur t her ext ensi on t o
ver t i cal com uni cat i on, we hav...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

T & C St andee : I t gi ves cl ear i dea about pr ocesses and
obl i g...
1s t D gi t al Anni vers ary
i
Glimpses @ Store

A 4 St andee : A 4 si ze cut
out st andees kept on t he
Gondol as, Fi xt ...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

W
obbl ers : Agai n sm l VM el em
al
ent kept i n Gondol as,
Endcaps ...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

P
rom D s pl ay : Pr oduct based pr om ( Her o Of f er ) wi t h
o i
o...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

A 4 Si gnage : Pr e- pr i nt ed si gnage paper suppl i ed f r om
m ba...
1s t D gi t al Anni vers ary
i

…

Glimpses @ Store

A 4 St andee : Al l t he pr oduct based Her o Of f er s wer e
com uni...
1s t D gi t al Anni vers ary
i
Glimpses @ Store

A 4 St andee

…
1s t D gi t al Anni vers ary
i
ka Si kander

…

D l y Luc ky D
ai
raw @ 7pm

Saat B e
aj
1s t D gi t al Anni vers ary
i

…

The Gr and Di spl ay

Grand P ze D s pl ay
ri
i
 I dea was t o showcase t he

gr and p...
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RELIANCE DIGITAL : 1st Anniversary Promotion ..

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This is kind of a RETAIL MARKETING play Book for all retailers especially specilaity retailers to really create buzz and enhance business

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Transcript of "RELIANCE DIGITAL : 1st Anniversary Promotion .. "

  1. 1. Reliance Digital Marketing & Consumer Experience CDIT Marketing Review – May 08
  2. 2. ng ac t i vi t i es … . St ore P rom “1s t R i anc e D gi t al Anni vers ary el i P rom i ons ” ot M 2008 ay
  3. 3. i t al Anni vers ary … . The Genes i s of Idea : To c reat e an “annual propert y” w c h w hi oul d be branded and on t he l i nes of any i nt ernat i onal s hoppi ng f es t i val s and prom ed year ot on year duri ng t he s am peri od Apr/ M . Thi s w e ay oul d be pac kaged around s t rong prom i ons w c h w ot hi oul d have a t hem i c / c om on t hread t o i nt egrat e at m i t w t h c om uni c at i on and al l t he ot her el em s t o bri ng i n t he W f ac t or i m ent OW t o t he c ons um . er OB JECTIVE i s t o dri ve i ns t ant c onvers i ons / bui l d Foot f al l s duri ng t he l ow s eas on by of f eri ng at t rac t i ve prom i ons w c h c oul d be bas ed on val ue / ot hi pri c e / s ervi c e or experi enc e dri ven by Innovat i ve c om uni c at i on and ac t i vat i ons at s t ore . m D ATION UR 1s t M – 31s t M 2008 ay ay 31 days SCOP E W l l be ac t i ve ac ros s al l 5 s t ores of R i anc e D gi t al i el i - Shi pra – N CR - Am enc e – N bi CR - M t hi l i - N ai avi M bai um -P res t i g – B angal ore -B anj ara – H yderabad
  4. 4. 1s t D gi t al Anni vers ary i … The P Promi on :– Shop at any Rel i ance rom ot i on ot K ey Fac et s The Di gi t al st or es and get a c hanc e t o w n a i CAR w n D l y pri zes f or eac h of t he 31 days . Al so get a coupon f or f r ee ser vi ce , i ai heal t h check f or your appl i ance. The P ropos i t i on : “ P roduc t i s t he H ero “ t o f or ef r ont t he anni ver sar y pr om i ons wi t h som of ot e t he key SKU’ s whi ch woul d be adver t i sed based on val ue or pr i ce t hr eaded i n l oul n t as t he m n i on. ul The m ai ks seam essl yd i ac t he com uni cat s t i m us cor e of f er i ng whi ch woul d be t he pr oduct t hat w woul d be avai l abl e f r om us at t he best val ue dur i ng t hat per i od B rand P ropert y – The Anni vers ary Logo al l enge was t o cr eat e a si ngl e l ogo uni t t hat woul d act as t he key nt i n bei ng i dent i f i ed wi t h t he consum s , er m e at t r act i ve l ogo uni t whi ch wi l l com uni cat e t he es sence pl m duce t he aspr at i onal hook of car t o c r eat e a c om posi t e uni t e f l exi bi l i t y of t he uni t t o be i m em pl ent ed ac r os s act i vi t i es and m edi um hout l osi ng any of t he qual i t i es xc i t em ent “ Saat B e ka Si kandar” aj a sub br anded pr oper t y t hat woul d encom pass t he el em ent ci t em ent t hat woul d be cr eat ed at t he st or e , t hr ough dai l y pr i zes l d m ent um t owar ds t he gr and f i nal e . om uni t t o depi ct t he event / act i vi t y wi t h i n t he st or e uni t t o act as a f or ce m t i pl i er over and above t he m n br and uni t t o ul ai uce i nt endi ng & pr ospect i ve cust om s t o com t o t he st or e er e Raf f l e dr aw t o t ake pl ace ever y day at 7 PM hence
  5. 5. 1s t D gi t al Anni vers ary i … The Pc e Coupons ot Kured Gi f et ervirom i on :– As sey Fac t s dea was t o i dent i f y a as sur ed gi f t t hat woul d be easy t o pr ocur e n t he l i m t ed t i m and al s o econom cal / however hol d v al ue t o t he i e i m s . er - pr om e Rel i ance Res q as t he t ot al ser vi c e pr ov i der ot f r om Rel i ance Di gi t al - Hel p i n gener at i ng at t ached r evenues t hr ough t he di st r i but i on of t he f r ee heal t h check coupons - Al l ows t he cus t om er t o get a f r ee pr oduct check up at RESQ. - Cost t o be shar ed equal l y by m ket i ng & ser vi c e based on ar r edem i on pt - Cus t om er shal l get a ser vi c e c oupon f or a m ni m i um pur c has e of Rs. 1, 500 Pr i nt ed 26000 / di s pat ched 22000 R f l e Coupon af l d act as t he key i nt er f ace of t he pr om i on wi t h ot cust om er obj ect i ve was t o keep i t si m e yet at t r act i ve pl cat ch al l t he dat a f i el ds r equi r ed t o capt ur e cr i t i cal dat a of t he cust om er Tot al Quant i t i es pr i nt ed 40000 / di spat ched 35800 ng: m er get s a Raf f l e coupon f or a m n pur chase of Rs. 1500 and on ever y Rs. 10, 000 i ur chase. ase val ue of Rs. 1, 500 t o Rs. 10, 000: 1 coupon ase val ue of Rs. 10, 001 t o Rs. 20, 000: 2 coupons et c
  6. 6. al Anni vers ary … . Marketing Activities to support event / festival led promotions 1 P res s Advert i s i ng – ATL 2 N s paper Ins ert s ew 3 SM Cam gns S pai To c om uni c at e t he great of f ers on s el ec t SK s t o a w der audi enc e m U’ i duri ng t he prom i on peri ods ot - B TL Us e new paper i ns ert s t o c om em s pl ent pres s advert i s i ng and al s o m ni m ze i i on c os t s w here i n c at c hm ent i s w l and t he m um us ed el edi i s m t pref erred . os t o c om uni c at e t he al l l ead of f ers t hat ’ s on prom i on t hrough SM m ot S bl as t s t o al l R i anc e One M bers el em 4 P ubl i c Announc em ent i n s t ore 5 Vi s ual M handi s i ng erc 6 Event s & Ac t i vi t i es 7 P … W nners R . i Al l l ead of f ers t o be announc ed t hrough t he P s ys t em w t hi n t he A i s t ore In s t ore ac t i vat i on of prom i ons t hrough at t rac t i ve vi s ual ai ds t o prom ot pt purc has e behavi or To bui l d a f es t i ve at m phere w t h i n t he s t ore t o generat e exc i t em os i ent / i nt erac t i vi t y and f un am ong t he c us t om ers D ve brand / f oot f al l s and bui l d hype around t he event t hrough ri publ i c i t y . The
  7. 7. 1s t D gi t al Anni vers ary i t he ATL el em ent s The Creat i ve Chal l enge –  To i nt egr at e al l t he el em ent s i nt o one com uni cat i on f or m wi t hout m s si ng m i out on t he over al l ess enc e of t he pr oduct s of f er i ng and t he anni ver sar y f eel . Br i ng out t he Her o pr om i ons i n t he ot f or e f r ont t o dr i ve i n f oot f al l s / f or t he SKU and t he r el at i v e br i c k. W eek 1 – Ac t i vi t y …
  8. 8. 1s t D gi t al Anni vers ary i t he ATL el em ent s W eek 2 & 3 Ac t i vi t y Bui l d on t he i ner t i a cr eat ed i n t he f i r st week Br i ng f r eshness t o t he cr eat i ve t hr ough br i ngi ng i n t he f am l y el em i ent t hem i c al l y and i nt egr at i ng i t wi t h at t he over al l s t r uct ur e .  change som of t he SKU’ s on of f er e st post t he 1 week f eedback t o st r engt hen t he val ue pr oposi t i on t o t he consum s er …
  9. 9. 1s t D gi t al Anni vers ary i M agi c @ St or e … c e M t i pl i er Ef f ec t : ul m ne t he syner gi es of ATL com uni cat i on wi t h t he VM act i vi t y at st or e bi m i l d t he i n st or e com uni cat i on and event el em m ent s on t he basi s of t he m n t hem so hav ai e h im pact on t he m nd of t he cust om i er . ATL Consumer Experience VM Vi sual M chandi si ng woul d act as t he key i nput t o hel p i n bui l di ng an i m er age f or t he pr om i on ot wi t hi n t he st or e , by cr eat i ng a aur a / envi r onm ent about t he anni ver sar y depi ct i ng i t t hem i cal l y at Acr oss al l t he st or es / i n t ur n enhanci ng and act i ng as a f or ce m t i pl i er ul t o bui l d hi gher conver si ons And wal k t r oughs.
  10. 10. 1s t D gi t al Anni vers ary i El em ent s Elements thought about : - 3 D & 2 D Gate -Promo Area podium display with backdrop -Show windows -Drop Downs -Floor Graphics -Standee Cutouts -Content Animation -Banner Standee - A 4 Standee -Wobblers - A 4 Pre-printed signage … The VM
  11. 11. 1s t D gi t al Anni vers ary i … Gl i m pses @ St or e Gat e : 3 di mens i onal gat e c r eat ed f or s t andal one st or es l i ke Vashi & Banj ar a Hi l l s, as i t gi ves l ot of vi sual com uni cat i on about m pr om i on happeni ng i n t he st or e as ent r ance i s t he f i r st VM cont act ot poi nt . W l ear ned t hat 3 D gat e i s not vi abl e f or Vashi st or e due e wi nd pr essur e i t f al l down on t he 2 nd day of i m em pl ent at i on.
  12. 12. 1s t D gi t al Anni vers ary i … Glimpses @ Store Gat e : 3 di m ensi onal gat e i m em pl ent ed on ent r y & exi t at Banj ar a Hi l l s, Hyder abad.
  13. 13. 1s t D gi t al Anni vers ary i … Glimpses @ Store Gat e : 2 di m ensi onal gat e i m em pl ent ed f or t he st or e whi ch par t of a M l pr oper t y. St or es at al Shi pr a M l & Am ence M l . al bi al
  14. 14. 1s t D gi t al Anni vers ary i … Glimpses @ Store Gat e : Gat e i m em pl ent ed on ent r y & exi t at Cunni gham Rd, bangal or e.
  15. 15. 1s t D gi t al Anni vers ary i Glimpses @ Store Show W ndow D s pl ay : Show i i wi ndows at Shi pr a M l r eal cr eat ed and added new el em ent s l i ke m annequi n, pr oduct s, pr ops al ong wi t h backl i t backdr op. …
  16. 16. 1s t D gi t al Anni vers ary i … Glimpses @ Store Foc al st or e has el br andi P nt D s pl ay : I n f r ont of ent r ance of t he oi i t her e wer e Key Focal Poi nt di spl ay cr eat ed whi ch em ent s l i ke Ci r cul ar Pr om Podi um wi t h backdr op o ng al ong wi t h pr oduct s.
  17. 17. 1s t D gi t al Anni vers ary i Glimpses @ Store Foc al P nt D s pl ay : Var i ous oi i f ocal poi nt di spl ay i n ent i r e st or e wi t h var i et y of pr oduct and com uni cat i on m …
  18. 18. 1s t D gi t al Anni vers ary i Glimpses @ Store D ropdow : I nst ead of n dangl er s, l ong Dr opdowns suspended i n ent i r e st or e t o get m e and cl ear or vi si bi l i t y …
  19. 19. 1s t D gi t al Anni vers ary i … Glimpses @ Store Fl oor Graphi c s : Thi s el em ent f i r st t i m i n Di gi t al St or es. e el em ent t o com uni cat e of f er m i m em pl ent i n ent i r e st or e on ent r ance, gangway et c. has been i nt r oduced f or t he Thi s i s one of t he st r ong and pr om t hem o e. I t i s var i ous space l i ke ai sl es,
  20. 20. 1s t D gi t al Anni vers ary i … Glimpses @ Store Cut out s : Sel f st andi ng cut out s cr eat ed t o br eak t he m ass ver t i cal com uni cat i on as i t has shape cut out s t o dr i ve m cust om er at t ent i on. Cut out s st andees pl aced i n ent i r e st or e on var i ous l ocat i ons.
  21. 21. 1s t D gi t al Anni vers ary i … Glimpses @ Store Cut out St andees
  22. 22. 1s t D gi t al Anni vers ary i … Glimpses @ Store Cont ent B randi ng : An ver y i nnovat i ve m eans of i n- st or e com uni cat i on. Ani m ed cl i p cont i nuousl y pl ayed i n m at exper i ence pr oduct s l i ke LCDs, Lapt ops & deskt ops et c.
  23. 23. 1s t D gi t al Anni vers ary i Glimpses @ Store St andee : Fur t her ext ensi on t o ver t i cal com uni cat i on, we have al so m used banner st andees. …
  24. 24. 1s t D gi t al Anni vers ary i … Glimpses @ Store T & C St andee : I t gi ves cl ear i dea about pr ocesses and obl i gat i on i nvol ved i n t he pr om o. Thi s st andee pl aced near Cash Ti l l s.
  25. 25. 1s t D gi t al Anni vers ary i Glimpses @ Store A 4 St andee : A 4 si ze cut out st andees kept on t he Gondol as, Fi xt ur es et c. t o cr eat e r ecal l val ues. …
  26. 26. 1s t D gi t al Anni vers ary i … Glimpses @ Store W obbl ers : Agai n sm l VM el em al ent kept i n Gondol as, Endcaps & ot her f i xt ur es et c. .
  27. 27. 1s t D gi t al Anni vers ary i … Glimpses @ Store P rom D s pl ay : Pr oduct based pr om ( Her o Of f er ) wi t h o i o Fr eebi es di spl ayed on f ocal poi nt s t o cr eat e exci t em ent about Her o Of f er s.
  28. 28. 1s t D gi t al Anni vers ary i … Glimpses @ Store A 4 Si gnage : Pr e- pr i nt ed si gnage paper suppl i ed f r om m bai t o al l st or es. Al l t he f l oor or anni ver sar y of f er s um bei ng di spl ayed on t hi s si gnage.
  29. 29. 1s t D gi t al Anni vers ary i … Glimpses @ Store A 4 St andee : Al l t he pr oduct based Her o Of f er s wer e com uni cat ed t hr ough A 4 cut out st andee m
  30. 30. 1s t D gi t al Anni vers ary i Glimpses @ Store A 4 St andee …
  31. 31. 1s t D gi t al Anni vers ary i ka Si kander … D l y Luc ky D ai raw @ 7pm Saat B e aj
  32. 32. 1s t D gi t al Anni vers ary i … The Gr and Di spl ay Grand P ze D s pl ay ri i  I dea was t o showcase t he gr and pr i ze “ Honda Ci vi c Car “ at as m any l ocat i ons as possi bl e dur i ng t he weekends t o dr i ve exci t em ent and buzz ar ound t he anni ver sar y f est i val .  t he cost of act i vi t y was ni l and t he i m pact of t he sam on cust om s e er and com pet i t i on was r em kabl e . ar

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