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

1. Reliance Digital
Marketing & Consumer Experience
CDIT Marketing Review – May 08

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 1s t D gi t al Anni vers ary
i
…
Glimpses @ Store
Cut out St andees

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. 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. 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. 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. 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. 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. 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. 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. 1s t D gi t al Anni vers ary
i
Glimpses @ Store
A 4 St andee
…

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. 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