This document provides an overview of the marketing strategy and consumer experience approach for CDIT Retail at Reliance Digital. It discusses setting the context for marketing and the overall strategy to create a distinctive store identity as a technology destination. The strategy focuses on consistent marketing activities to drive footfalls and sales through effective promotions and partnerships. It then details the deployment of the strategy through customer insights, promotions tied to seasonal trends, multi-channel communications, in-store visual merchandising and events. Performance is measured based on sales, revenues and other key parameters.

1. DMIT Induction – Marketing &
Consumer Experience
16th July 2010

2. Marketing & Consumer Experience2
Setting the context
• What is Marketing?
• What is its relevance in CDIT Retail?
• What is our Marketing strategy?
• How is the strategy deployed?
• What are the parameters of performance?

3. Marketing & Consumer Experience3
Marketing Strategy
• 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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Deployment
• Customer Insights
• Promotions
• Communication
• In-Store Communications & Visual Merchandising
• Events

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Customer Insights
• Everything that is done in Marketing is based on understanding of
customer’s needs
• At Reliance Digital, we carry out 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
Consumer Profile -
Maithili
Catchment Mapping
Banjara Hills

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Customer Insights
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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Customer Insights
Focus Group Discussion Customer Feedback Form

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Promotions
• CDIT products follow a strong seasonality trend in sales
• At Reliance Digital, we have adopted a 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
• 1st Anniversary
– To drive sales / revenues during off season when the market is at its all time low
– Create an “ annual property“ which would be associated with Reliance Digital with time
The Promotion :
- Shop at any Reliance Digital stores and get a chance to win a CAR (Honda Civic, Bumper),
- Win daily prizes for each of the 31 days .
360 Degree Activation : to ensure effective communication not only through dependencies on ATL but
through high level of on ground and BTL activations with a robust VM plan and implementation .
National Brand Property
The logo created acts as the key binder
across all communication and ground
activities
Create Excitement on the Floor
A sub branded property that is created which
would encompass the element of excitement on
the shop floor through Daily prizes and build
momentum towards the final draw
“ Saat Baje ka Sikandar “
Free Service Coupon

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Promotions
• AC Campaign 2nd Summer Campaign
• Campaign Objective: To drive instant FF’s
– Take the first mover advantage in the market
– Create an attractive offer that compels the consumer

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Promotions
• Dussera Campaign
• Dussera Campaign across select stores
• Focus on key SKU’s from each of the categories
to drive in FF’s
• Communication was targeted to the family and
the home-maker

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Promotions
Diwali Campaign ’08: You are the King
• Diwali is the biggest selling season for CDIT
• New products are launched during this season
• All brands come up with their best offers during this festive period

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Communication
• Leaflet distribution in prominent catchments
• Digi Life catalogue
• SMS campaigns
• EDM (Electronic Direct Mailer) campaigns
• Radio spots
• Press ads

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Communication
• Promotional Leaflets (Tactical)
– Distributed in catchments thru
• Newspaper inserts
• Hot-spots
• Apartments
• Offices
• Cross formats
– Rip-off at bottom to measure
response

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Communication
• Promotional Leaflets (Tactical)

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Communication
‘DigiLife’ 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 Data 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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Communication
Radio Spots:
• Relatively cheaper vis-à-vis print
• Interactive medium
• Used for:
– New Store launch
– Thematic campaigns
• Stations used:
– Red FM
– Radio One
Reliance Digital - 5th Mar 10.mp3
ML-Reliance Digital.mp3
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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Communication
Press Ads
• The most expensive
medium
– Achieves ‘High’ reach,
but with spillover to non-
catchment
• Resorted to only during
peak season
• Ads taken in
– TOI
– Deccan Herald
– Deccan Chronicle
– HT
– Anandbazar Patrika
– DNA

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Communication
Press Ads

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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
• This document provides a guideline about usage of various elements

24. Marketing & Consumer Experience24
In-Store Communications & Visual Merchandising
• VM - changeable
– End caps,
– Glazing,
– Floor graphics,
– Standees,
– Experience pillar,
– Category headers,
– Fixture toppers,
– A4 standees,
– SELs.
• Focal point stacks.
• PA communication.
• Bluetooth communication.
• VM - fixed
– Column graphics,
– Wall graphics,
– Perimeter graphics.

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Visual Merchandising

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Buying Guides
• Revised set of Buying Guides incorporating ‘attachment products’ and
provision for the ‘prospect’ to make notes introduced.
• Buying 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.
MBG1
MBG2
AC BG
We now have buying guides for:
ACs, Washing M/Cs, Ref, MWO,
Flat panel TVs, Digital Cameras,
Computer accessories,
Mobile Phones.

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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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Thank You