Retail Multi Brand Industry Digital Media Strategy by Ittisa Digital Media Agency

1. RETAIL MULTI-BRAND INDUSTRY
DIGITAL MEDIA STRATEGY

2. OVERVIEW OF THE INDUSTRY
• The Indian retail market is expected to demonstrate a
promising year-on-year growth of 6% to reach USD
865 billion, by 2023, from the current USD 490 billion.
• The share of apparel in India’s retail market is 8%,
corresponding to a value of USD 40 billion.
• In addition to fashion apparel, the growing demand for
fashion accessories makes the Indian fashion market
both interesting and lucrative.
Source: Technopak Analysis

3. Total Retail Market (USD bn)
2013 2023
865
490
Share of the Retail market, 2013
6%
1%
2%
2%
6%
6%
8%
69%
Food & Grocery
Consumer Durables & IT
Pharmacy & Wellness
Footwear
Apparel
Jewelry & Watches
Furniture & Furnishings
Others
Currently the apparel industry
forms only 2% of the retail
market. There is huge scope
for improvement.

4. Increasing Time Poverty
Shift to Aspirational Buying
Growing Value Consciousness
Acceptance of Digital Technology
CONSUMER BEHAVIOUR
TRENDS IN THE INDUSTRY

5. WHY SOCIAL MEDIA?
“Ignoring the Internet is total madness,” said Diane von Furstenberg, who
didn’t live stream her show but did update her Facebook page with
backstage photos and tweeted from the event. “Being active on the
Internet is indispensable to growth and for being relevant. It helps
your business to be truly global and truly multi-generational.”

6. SCOPE FOR SOCIAL MEDIA

7. HOW STORES CAN USE SOCIAL
MEDIA
Drive online and offline traffic by analysing fan
behaviour
Bring customer engagement to a new level by
using social CRM
Engage consumers with effective product and
brand management
Boost conversion rates by offering promotions
and rewards

8. RISE OF SOCIAL MEDIA
74% of
consumers rely on
social media to
guide their
purchases

9. CUSTOMER BEHAVIOUR ON
SOCIAL MEDIA
Seeking
Information
Sharing
Information
Tracking
Information
Broadcasting
Information
Social Media

10. SOCIAL MEDIA GUIDE
Build brand awareness, reply to
customer queries and promote
seasonal sales
Drive fan engagement and create
sharable hashtags
Provide exclusive merchandise
and organise previews
Share visual content, integrate
shopping cart to see, use for multi
media content and use images
that inspire
Create short, quirky videos and
give a face to your brand

11. COMPETITIVE ANALYSIS

12. OVERVIEW
• Publicly available information on the Web is captured and analysed to create a
comprehensive report about a brands Social Media presence and online activities.
• The intent is to help a company better understand the performance of and reaction
towards the brand on Digital Media and turn social media into strategic insights to help
them develop operational intelligence and situational awareness.
• The brands’ online behaviour is mapped and classified based on:
• Presence on Social Networks
• Engagement level on social media
• Impact on their sphere of influence
• Popularity and reach
• Activity Patterns
• Sentiments associated with the conversations

13. SOCIAL MEDIA QUOTIENT
(SMQ)
• ‘Social Media Quotient’
measures a brands’
performance on social channels.
It is calculated on the analysis of
‘Presence & Performance’ of
various social media assets; it
takes into account- connections/
followers/ public posts,
engagement level, influence,
technology adoption etc.
• The following channels have
been covered under SMQ
Analysis

14. Competitor Channel
Analysis

15. MAJOR PLAYERS

16. Twitter
Pantaloons Shopper
Stop
Lifestyle Globus Reliance
Trends
17.2
23
30.6
37.5
27.5
Facebook
Pantaloons Shopper
Stop
Lifestyle Globus Reliance
Trends
37.1
15
37.8
40.7
22.7
Relative Performance
Shoppers Stop again leads the way on Facebook
with 71,00,000 fans good engagement with
them. Globus comes last in this segment
because of very limited engagement with 1.5
lakh fans.
Shoppers Stop leads the way on Twitter with
a score of 37.5. It has 1,26,000 followers and
13,400 tweets in total.
Reliance Trends needs to improve its
standing here by increasing the number of
followers and also improving engagement
with them.

17. Best Practices

18. Website
Pantaloons Shopper
Stop
Lifestyle Globus Reliance
Trends
0
3030
20
30
Blog
Pantaloons Shopper
Stop
Lifestyle Globus Reliance
Trends
0
4038.6
22.9
40
Relative Performance
Pantaloons leads the way with its blog. On
average it has around 11 blog posts in a month
and has sharing options across all social media
channels. Globus also, is doing equally well
with 8 blog posts in a month.
Pantaloons, Lifestyle and Globus all have
great websites that are entirely synced with
all social media channels. Reliance Trends
comes last because it does not have a website
at all.

19. Best Practices

20. YouTube
Pantaloons Shopper
Stop
Lifestyle Globus Reliance
Trends
11.1
10
26.8
28.3
22.8
LinkedIn
Pantaloons Shopper
Stop
Lifestyle Globus Reliance
Trends
20.5
30
28.3
30
33
Relative Performance
Pantaloons leads the way because it has a
dedicated company page, 1650 followers and
376 employees. It also has a group for
discussions. Shoppers Stop and Globus follow
second with higher number of followers but
since they do not have groups, they rank after
Pantaloons.
Shoppers Stop here leads the way with
15,79,259 upload views and 827 subscribers.
Globus performed the worst in this segment
with only 3 channel subscribers and 1,439
upload views.

21. SMQ
Pantaloons Shopper
Stop
Lifestyle Globus Reliance
Trends
28.39
31.34
32.71
23.36
16.42
SMQ
is
affected
by
an
Ins1tute’s
social
media
prac1ces,
engagement
level,
content,
popularity
and
reach
against
industry’s
benchmark.
Social
Media
plays
a
pivotal
role
in
‘Retail-­‐
Apparel’
&
‘Brand
Building’
Lifestyle
leads
the
way
in
SMQ
with
32.71
but
it
could
have
fared
even
beLer
with
more
number
of
shares
on
its
Facebook
posts
and
a
higher
number
of
followers
on
LinkedIn.
Reliance
Trends
lags
behind
with
an
SMQ
of
only
16.42
because
it
does
not
have
a
dedicated
website
or
a
blog.
Also,
its
presence
on
TwiLer
is
quite
behind
industry
standards.
SOCIAL MEDIA QUOTIENT

22. WAY FORWARD

23. FOLLOW A CRAWL,WALK, RUN
APPROACH FOR SOCIAL MEDIA
CRAWL WALK RUN FLY
Aggregation & Branding Community Building Thought Leadership Technology
Online Listening & Monitoring
Establish Online Credibility and Trust through a stepped approach
• Content optimization
• Organized content hubs
• Creatives’ revamp
• Snackable content
• More engagement
• Track & Monitor real
time conversations
• External seeding
• Go mobile: Style in
your pocket – An
App
• Dedicated website :
Responsiveness &
playability are must
haves
Month 1-2 Month 3 Month 4 Month 5-6
• Blogs
• Presentation
• Inforgraphics
• Digital PR
• Community outreach
• Identify promotional
avenues
We will Follow The Crawl, Walk, Run Methodology for Social Media

24. SOCIAL MEDIA IMPLEMENTATION PLAN
Intelligence Content Venue
Promotional
Platforms KPIs
Your Brands
Your Competition
Industry Trends
Listen
for
Listen
in
Twitter, Facebook,
Blogs, News, Forums,
Suggestion Sites
Market Research,
Public Relations,
Customer Service,
Branding
Digital Marketing,
Public Relations
Digital Marketing :
Community Building
which can be leveraged
for several functions
Social Enterprise
Metrics : CEO – CFO –
CMO ‘s Office
• Size of the community
• Level of Engagement
• Number of App
downloads
• Number of queries
resolved
• Content Curated

25. SEO & SEM

26. SEARCH ENGINE OPTIMISATION
Keyword Research
On Page SEO Off Page SEO
Create Blog PostsCreate Presentations Create Videos
Create content using researched keywords for websites like
slideshare, YouTube etc. These sites have highest page ranks and
thus help your website show up on the 1st page of search engines

27. SEARCH ENGINE MARKETING
Meet your customers when they
are actively looking for your
products on a search engine.
Advertising via the search engine
is cost effective.
Statistics can be gathered from
web logs to determine the efficacy
of an ad campaign.

28. ABOUT ITTISA

29. WHO ARE WE?
Founded in June of 2014, we are the first ever only girls Digital Media
Agency.
The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative
world with our highly creative and passionate team..
At Ittisa, we are a unique captivating mix of innovative ideas, diligence and
the right sprinkle of creativity!
We love the work we do here because one - we adore the Digital world and two
- we know that our ideas & strategy make a difference.
Our objective is simple - To make our clients create a mark in the Digital space
with crisp strategy, excellent designs & great content.
Super glad to announce that we have recently partnered with LeanIn.org and
look forward to changing the trajectory of women workers and create a better
world for everyone.

30. WHAT DO WE DO?

31. WHAT WE CAN DO FOR YOU!
BRAND BUILDING
&
SOCIAL MEDIA
MARKETING
SEARCH ENGINE
OPTIMISATION
SEM
BIG DATA ANALYTICS
ORM
SOCIAL CRM
UI & UX Design

32. HAPPY CLIENTS

33. Thank You
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