A seamless experience needs to be given to the shoppers collaborating the online and offline channels
By Nabamita Chatterjee | February 23, 2018
On Day 2 of the In-Store Asia convention the audience witnessed an engaging panel discussion covering the topic - “Evolving trends in Shopper Marketing to the Connected Indian Consumer”. Moderated by Ajay Kelkar, Co-Founder, COO, Hansa Cequity, the other eminent panel members were - Pearlraj Cannivady, VP – Marketing & VM -SPAR Hypermarket, Beena Thomas, GM- Trade Promotion Management - Godrej Consumer Products, Manish Makhijani-CMI Head - South Asia HUL.
At the In-Store Asia convention on day two the audience witnessed an engaging panel discussion covering the topic - “Evolving trends in Shopper Marketing to the Connected Indian Consumer”.Moderated by Ajay Kelkar, Co-Founder, COO, Hansa Cequity, the other eminent panel members were - Pearlraj Cannivady, VP – Marketing & VM -SPAR Hypermarket, Beena Thomas, GM- Trade Promotion Management - Godrej Consumer Products, Manish Makhijani-CMI Head - South Asia HUL.
The panel discussed about how shopper marketing will reach to the level solving bigger issues in retail world on a long term basis. Ajay Kelkar mentioned that as shopper marketing plays a decisive role in judging the overall shopper behaviour how it can move on to the another step is important to understand.
Beena Thomas in this regard said that ‘Traditionally it is the path to purchase’. She also mentions that the shoppers expect physical stores to build brands and also help complete transactions. Today with the digital development and with data becoming cheaper shoppers are across platforms and experiencing the omni channel marketing.
Pearlraj P Cannivady shares, the three evolving trends that are important in this regard – Experiential – the retail environment should be appealing and the look & feel should attract the shoppers to tryout the merchandise at retail. Secondly, Everywhere –which means the retailer or the brand should try to reach the customer everywhere as the customers do not have the time mostly to look for and reach them. Thirdly he mentioned another important factor which is ‘Emotion’ as the consumers also wants to connect with the brands.
Manish Makhijani in this respect opined that we need to always keep this in mind that ‘Shoppers are human beings’. It is true that the digitization has evolved in this last 20 years but shoppers should be treated very carefully keeping the human emotions in mind. Shopping experience depends on what is the shopping mission of the customer and it has to be tailor-made accordingly.
