2. Consumers are buying across different Retail Channels.
Insight…..
More than 60% of the consumers shop across more
than one channel.
Standalone
Retail Store
BROWSE& BUY
Malls
Markets
(All formats)
Other
•Internet
•Catalog
Source: NCR In-house Research-Ebony
3. Further ………
There lies a Huge Gap between the offer & actual
delivery of the offer to the customer…….
Plan &
Sell
Execute
Analysis &
Performance
Retail Store
•Availability.
•Length & breath in the product category.
•Customer service.
•Pricing.
GAPS
•Ineffective Communication.
•No Clarity in Offer.
•Cluttered catchments.
•Moving Population.
•Impulse Buyers.
GAPS
4. Original Questions……
Are we able to effectively track the customer behavior across
our geographically spread different locations?
-Different People.
- Different Culture.
-Different Value System.
-Different Languages.
- Different Needs
- and lot more of differences………………
How to communicate consistently the uniform brand image
across these entirely different locations?
Are we able to measure the each marketing campaign’s ROI?
.
We are trying to understand in present retail scenario……..
5. Then what is the need of the Hour….
Maintaining consistent branding across different
channels.
Optimizing the media mix.
A Partner to support Marketing Strategies &
promotions.
Use of Effective Campaign Management Techniques.
Managing the relationship with the customers.
Increasing the brands share of usage within a household.
For Effective Retail Marketing Strategy we need to focus
on……
6. Maintaining consistent branding across different channels.
We have to first become Consumer Centric with customers in mind, heart & soul.
SHIFT
Brand
Management
Value for
Brand
Sellers
market
Buyers
market
To become a strong brand…
7. Effective Branding Strategy needs a Value Platform.
Value Chain
•Brand awareness.
•Brand preference
•Brand Equity.
•Our Values.
•Our Experience.
•Our credibility.
•Best Practices.
8. Optimizing the media mix.
Optimize the media mix across channels for maximizing the
performance.
We have to determine the appropriate share of each media in
Campaigns.
Print Media
Electronic Media
Outdoor Advertising
FM/Radio
In-store POP
Direct Mailers
And more…….
•Reaching right Target segment.
•Less cost.
•Less time.
•More clear message.
•We have to evolve the media mix of the future.
•We have to use the multiple channels for communication.
9. A Partner to support Marketing Strategies & promotions
We have to develop a complete portfolio of alliances to support our
Marketing Strategies & promotions..
Tailored personal promotion.
Cross Promotions.
Advertising
Direct mail.
Public relations
Customized newsletters
Event marketing.
Giveaways.
Web Marketing.
New Product launches.
Planet M -Organizing Events inside
the store.
-Bringing in Celebrities.
-Tremendous Cost Saving.
-Less operational hassles.
Creative Promotions
With Limited Budgets
Cost Savings
•More Sales.
•Better
Conversions.
•More Traffic.
•Better Inventory
Turns.
•More time spend
inside the store.
Collective effort by Store & Alliances.
Competitive
Edge.
Example:
10. Use of Effective Campaign Management Techniques
Effective Campaign Management Techniques are being used to get the
best benefits out of it.
Objective.
Duration.
Ingredients.
Target Segment.
Communication.
Responsibility.
Hit the Market
How you are going
to sustain.
Quickly React &
adapt to early
changes.
Top down
strategy.
Adjust
downstream.
Stop losing out
campaign..
Fight competition
with rapid rollouts.
Check the performance
parameters.
Check the audited results.
Test the result
& effectiveness
ROI on the Campaign
11. Managing the relationship with the customers.
Building a relationship with customers only works if
the customer benefits from the relationship.
The trick in retailing, therefore, is to find things that
you can do for customers that will modify their
behavior in profitable ways.
What you provide to customers has to be
something that they will appreciate and value, but
which do not cost you too much.
The Change is evolving
The retail landscape is in a constant state of change. Traditional point
of sale (POS) is evolving to accommodate point of interaction (POI),
where customer loyalty drives multi-channel marketing strategies.
[Wide use of CRM]
12. My Target is complete household……
How to increase the brands share of usage within a household….
A Great Shift has occurred in Indian…….
We are strengthening our positioning of the “Complete Department
Store” to serve the whole household.
For this Store brand needs to be developed like a FMCG brand which
could be used by almost every family member, more and more times.
The teenagers would be the next big customers.
JOINT FAMILY NUCLEAR FAMILY
SINKS
DINKS
SINGLES
Their would be
a decline.
Customers of this
Decade
Customers of the
Next decade
13. Final words……..
Message to Retailers:
•Evolve your all strategies around customers.
•Focus on building brands to reap the fruits in future.
•Keep growing.
•“Customers is king of Past and now the Emperor of
Future.”
Message to Customers:
“Enjoy the Kingdom of Retailers”
