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Motivate them into buying!

By Daya Kingston | May 21, 2013

The retailer can play a key role in establishing a brand's'shopper connect' through the right promotional activities. Siddharth Anand Jha, Business Head- Hyperspace, illustrates this point drawing on some successful examples.


In today's dynamic retail scenario, "shopper centricity” is the most relevant aspect of retail. Quite literally,'the one who shops, is the king!'Shoppers too have evolved and have become more demanding and selective of their requirements. Hence, the shopper marketing experts have long been emphasizing on the need for brand-owners and retailers alike to create motivational drivers for the desired pull.

The consumer research data from various sources already provide answers to several of the shoppers' behavioral patterns. Enhancing the shopping experience with a range of competitive alternatives on the shelves, in accordance to the plan-o-gram, results in seamless shopping. With this we can cut down on the ambiguity about the product placement in the stores.

Industry experts and brand owners agree that shopper connect and engagement is the most important aspect to ensure repeat shoppers in the stores with bigger baskets.  Thus, today the brands need to talk to the shoppers. More than technology breathing down their necks, what consumers need is an emotional connect through an innovative initiative. Promotional activities need to be thought through and the experience enhanced to make the brand more engaging.  

Hyperspace India, the retail communications and branding arm of Aegis Media, understood the importance of this connect quite early and dwelled heavily on creating shopper strategies for the brands aiming at engagement and connect with the shoppers.

A challenge was thrown by one of the key clients, Mattel Toys, with respect to enhancing the recall and awareness for Hot Wheels among the consumers -- boys in the age group of 4-12 years and other customers - parents. Hyperspace analyzed the main reasons behind the brand being ignored by the TG. Competition from more appealing toys was immense. Remote-controlled toys, video games along with cheaper imports in the same category pushed the brand literally against the wall. HW missed on promoting all aspects that the brand was known for -- Thrill, Competition and Engagement. Hence, Hyperspace devised a strategy of creating engagement platforms within the store beyond the regular branding and storage areas. The unit between the sensor poles was enough to create the desired pull among young boys and other shoppers alike and no one could miss the attraction this unit generated.

Taking the connect a step further, Hyperspace created another innovative unit for branding and sampling of Oreo biscuits, from the Cadbury-Kraft stables. A moving, remote controlled unit was created with a base which was battery charged & operated and could take a weight of upto 100kgs. The top was created in fiber, in the shape of a glass of milk with the Oreo cookie being dunked in!

This portable unit was placed at various'points of purchase' in leading large format modern trade stores and generated amazing response from the shoppers. This illustrates that a well thought out promotional campaign in store can revive  a brand's appeal for its target shoppers.    

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