nov retail ebony

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Published on February 24, 2008

Author: Breezy

Source: authorstream.com

Slide1:  Hitting the Right Target. H.S.Kohli. Ebony Retail Holdings Ltd. Slide2:  Consumers are buying across different Retail Channels. Insight….. More than 60% of the consumers shop across more than one channel. Standalone Retail Store BROWSE& BUY Malls Markets (All formats) Other Internet Catalog Source: NCR In-house Research-Ebony Slide3:  Further ……… There lies a Huge Gap between the offer & actual delivery of the offer to the customer……. Plan & Sell Execute Analysis & Performance Retail Store Availability. Length & breath in the product category. Customer service. Pricing. GAPS Ineffective Communication. No Clarity in Offer. Cluttered catchments. Moving Population. Impulse Buyers. GAPS Slide4:  Original Questions…… Are we able to effectively track the customer behavior across our geographically spread different locations? -Different People. - Different Culture. -Different Value System. -Different Languages. - Different Needs - and lot more of differences……………… How to communicate consistently the uniform brand image across these entirely different locations? Are we able to measure the each marketing campaign’s ROI? . We are trying to understand in present retail scenario…….. Slide5:  Then what is the need of the Hour…. Maintaining consistent branding across different channels. Optimizing the media mix. A Partner to support Marketing Strategies & promotions. Use of Effective Campaign Management Techniques. Managing the relationship with the customers. Increasing the brands share of usage within a household. For Effective Retail Marketing Strategy we need to focus on…… Slide6:  Maintaining consistent branding across different channels. We have to first become Consumer Centric with customers in mind, heart & soul. SHIFT To become a strong brand… Slide7:  Effective Branding Strategy needs a Value Platform. Value Chain Brand awareness. Brand preference Brand Equity. Our Values. Our Experience. Our credibility. Best Practices. Slide8:  Optimizing the media mix. Optimize the media mix across channels for maximizing the performance. We have to determine the appropriate share of each media in Campaigns. Reaching right Target segment. Less cost. Less time. More clear message. We have to evolve the media mix of the future. We have to use the multiple channels for communication. Slide9:  A Partner to support Marketing Strategies & promotions We have to develop a complete portfolio of alliances to support our Marketing Strategies & promotions.. Tailored personal promotion. Cross Promotions. Advertising Direct mail. Public relations Customized newsletters Event marketing. Giveaways. Web Marketing. New Product launches. Creative Promotions With Limited Budgets Cost Savings More Sales. Better Conversions. More Traffic. Better Inventory Turns. More time spend inside the store. Collective effort by Store & Alliances. Competitive Edge. Example: Slide10:  Use of Effective Campaign Management Techniques Effective Campaign Management Techniques are being used to get the best benefits out of it. Objective. Duration. Ingredients. Target Segment. Communication. Responsibility. Hit the Market How you are going to sustain. Quickly React & adapt to early changes. Top down strategy. Adjust downstream. Stop losing out campaign.. Fight competition with rapid rollouts. Check the performance parameters. Check the audited results. Test the result & effectiveness ROI on the Campaign Slide11:  Managing the relationship with the customers. Building a relationship with customers only works if the customer benefits from the relationship. The trick in retailing, therefore, is to find things that you can do for customers that will modify their behavior in profitable ways. What you provide to customers has to be something that they will appreciate and value, but which do not cost you too much. The Change is evolving The retail landscape is in a constant state of change. Traditional point of sale (POS) is evolving to accommodate point of interaction (POI), where customer loyalty drives multi-channel marketing strategies. [Wide use of CRM] Slide12:  My Target is complete household…… How to increase the brands share of usage within a household…. A Great Shift has occurred in Indian……. We are strengthening our positioning of the “Complete Department Store” to serve the whole household. For this Store brand needs to be developed like a FMCG brand which could be used by almost every family member, more and more times. The teenagers would be the next big customers. Their would be a decline. Customers of this Decade Customers of the Next decade Slide13:  Final words…….. Message to Retailers: Evolve your all strategies around customers. Focus on building brands to reap the fruits in future. Keep growing. “Customers is king of Past and now the Emperor of Future.” Message to Customers: “Enjoy the Kingdom of Retailers”

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