“The traditional media of TV, Press and radio would be explored to maintain the status quo and for building awareness in new markets and for new formats. In 2009, we plan to break on TV with our "Brand campaign". We would also be focusing on new medium like internet and mobile to reach out to the next generation youth. In 2009, we will launch the new Spencer's website with superior functionality and intuitive navigability that will simulate a virtual store.
“Mobile Advertising would also be a strong platform for niche and contextual marketing activities. PR would be leveraged to build the brand among consumers but also to create a corporate reputation through third party endorsements. For any retail store, the moment of truth is when the consumer steps inside one. That is where in-store communication plays a very important role.
“It is the silent and least intrusive salesman around and hence the most valued. For us, in-store communication will comprise traditional options such as facades and show windows and in-store static media such as standees and drop-down banners. In addition to these, retail television and store magazines will be leveraged further. Activation/ contests (including kiosk/ promoters/ sampling etc.) will be effective models to increase interactivity and engage the consumer”.
Elaborating further on the branding strategies he concluded the interview by saying, “Consumer databases through our loyalty program called 'Happy Ties' will enable consumer-focused marketing activity which could further be monetized to enhance the retail media experience, to their advantage”.
Fibre2fashion News Desk - India
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