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Dollar bets big on in-store branding at GT

By Nabamita Chatterjee | May 22, 2017

Bidyut Nath, Head- Advertising and Corporate Communications, Dollar Industries Limited shares with Retail4Growth on how the brand effectively stands out in the cluttered GT market space with their in-store communication tools.


Dollar Industries, a leading name in the hosiery and garments sector have presence in 26 states of India with 90,000 MBO’s and is now focusing more on rural India to reach the untapped potential markets as well with their retailers. Bidyut Nath, Head- Advertising and Corporate Communications, Dollar Industries Limited shares with Retail4Growth about their shopper marketing strategies and tells us how the brand effectively stands out in the cluttered GT market space with their in-store communication tools. "We always take care of our positioning and visibility in general stores. Hence, we ensure specific brand visibility with the help of in-shop branding, shelf strip, posters, danglers, bunting, push-pull stickers, standees and sun-board hangers. We install signage boards to our retail counters for outside visibility. Our creative and consistent nature of advertising helps consumer differentiate us from the other brands."
 
Recently the brand experimented with an acrylic board and LED light. "Edge Lit-LED signs are attractive and innovative way of advertising with easy to manage facility,” Bidyut says. He adds that the brand recently introduced a consumer scheme for its two flagship brand Dollar Bigboss and Dollar Missy. To promote this scheme they have designed different POP materials like posters, pad, pen and bags and cloth banner. "It’s been one and half month and we are getting great feedback from the markets,” he concluded. 
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