This document discusses marketing strategies for a large electronics and technology store. It outlines how today's customers are well-informed and tech-savvy. The store aims to be a technology destination that provides relevant solutions for individuals and families. Marketing tools discussed include promotions, communications, in-store visuals, and events to drive foot traffic, sales, and build the brand. Customer insights are key and are gathered through research. The goal is to enhance the consumer experience.

1. Case Study & Learnings : Large format
Electronics / Technology Store
Peshwa Acharya

2. Context : Present day Customer
• 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
2 Peshwa Acharya

3. Classic Marketing….
• Attention
• Interest
• Desire
• Conviction
• Action
3 Peshwa Acharya

4. CDIT
• RELIANCE DIGITAL
– Electronics
– Home Appliances
– Information Technology
– Telecom
– After Sales Service
4 Peshwa Acharya

5. 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
5 Peshwa Acharya

6. Marketing Tools & Techniques
• Customer Insights
• Promotions
• Communication
• In-Store Communications & Visual Merchandising
• Events
• Innovations
6 Peshwa Acharya

7. 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
7 Peshwa Acharya

8. What Drives Preference & 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…
8 Peshwa Acharya

9. CQT : Customer Question Time
Focus Group Discussion Customer Feedback Form
9 Peshwa Acharya

10. 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)
10 Peshwa Acharya

11. 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
11 Peshwa Acharya

12. Advertising & Communication
• Leaflet distribution in prominent catchments
• Digital Life catalogue
• SMS campaigns
• EDM (Electronic Direct Mailer) campaigns
• Radio spots
• Press ADVTS
12 Peshwa Acharya

13. Creatives & deployment ….
• Promotional Leaflets (Tactical)
13 Peshwa Acharya

14. 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
• 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
14 Peshwa Acharya

15. 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
15 Peshwa Acharya

16. 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
16 Peshwa Acharya

17. Interactive Engagement Communication
• Radio Spots:
• Supplement to 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 .
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
17 Peshwa Acharya

18. 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
18 Peshwa Acharya

19. 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
19 Peshwa Acharya

20. 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.
20 Peshwa Acharya

21. 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
21 Peshwa Acharya

22. 22 Peshwa Acharya

23. 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
23 Peshwa Acharya

24. Understand retail and customers …..
24 Peshwa Acharya

25. Simple Ideas …deployed in a structured manner
25 Peshwa Acharya

26. • Peshwa Acharya
• peshwa.expert@gmail.com
• acharya.peshwa@gmail.com
• Skype : peshwa.acharya
http://in.linkedin.com/in/peshwa
http://www.slideshare.net/peshwaacharya
• Mobile : 93211 41038
26 Peshwa Acharya