Aparna Mohan presents insights on consumer behavior and effective communication strategies in retail. Key points include the importance of in-store experiences influencing purchase decisions, the need for simple language in advertising, and specific campaigns for brands like Shoppers Stop and Dabur's Fem. The document emphasizes the role of creative visuals and messaging in attracting shoppers and promoting products.

1. CREATIVES / COMMUNICATIONS: It makes a difference !
PRESENTED BY:
APARNA MOHAN

2. • Offers help
• Customers want instant rewards
• Vouchers, TV ads, loyalty programs invite to store, don't urge to buy
• Shoppers research, make their mind for their purchase but actually
make a buy due to in-store experience
• Design, color and communication most important in Banners /
Creatives
• Used simple words in communications or get IGNORED !!!
• More than 50% of purchase decisions are made in store : Physical or
Virtual (Online)
• Spontaneous shopping > Planned shopping
INSIGHTS

3. PROJECT : SHOPPERS STOP
Fashion Retailer

4. • Sales campaign communication :
• “When long lost friends say you haven’t changed, it isn’t a
compliment, ITS TIME TO CHANGE”
• “Second glances aren’t earned by wearing the same thing twice. ITS
TIME TO CHANGE”
SHOPPERS STOP

5. PROJECT : FEM
Personal care division of Dabur (FMCG)

6. CREATIVE COMMUNICATIONS DEVELOPED FOR FEM HRC
“SPOTLESSLY SMOOTH TOHANDLE”

7. CREATIVE COMMUNICATIONS DEVELOPED FOR FEM HRC
“SPOTLESSLY SMOOTH TOHANDLE”

8. CREATIVE COMMUNICATIONS DEVELOPED FOR FEM HRC
“SPOTLESSLY SMOOTH TOHANDLE”

9. CREATIVE COMMUNICATIONS DEVELOPED FOR FEM HRC
“SPOTLESSLY SMOOTH, GLOWING SKIN”

10. CREATIVE COMMUNICATIONS DEVELOPED FOR FEM HRC
“YOUR FAIRERSKIN TELLSYOUOF YOURFIRSTHAIRON-BOARD”

11. CREATIVE COMMUNICATIONS DEVELOPED FOR FEM HRC
“BRINGSTHEINVISIBLEBEAUTYMARKS OUT”

12. CREATIVE COMMUNICATIONS DEVELOPED FOR FEM HRC
“FEM ITANDTHEN CUTIT..(IFYOUHAVE IT,WHY NOT SHOW IT..!!)
SAY BYE TOUNWANTEDHAIRNOT TO TONE”

13. CREATIVE COMMUNICATIONS DEVELOPED FOR FEM HRC
“LOSE YOUR HAIRNOT THEPRECIOUSTONE”

14. THANKYOU