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1. 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

4. 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 ……

26. Think As Consumer
• Contact@thinkasconsumer.com
• http://www.slideshare.net/thinkasconsumer
• Mobile : +91 9867641038
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