Authored by Gitanjali Singh, VP Marketing, Select Infrastructure Pvt Ltd.
The year 2019: the most effective year for the Indian Retail Industry. People thronged malls, cinemas, and street markets. Business was good. And as a marketer there was a transparent focus not just on numbers but on a way to drive greater value and knowledge for the patron.
The year 2020: The pandemic shook the globe, affecting life, business, and our very need for survival. The globe locked down, economies struggled to remain stable, and governments devised strategies to stay their citizens safe. Businesses worked hard to remain afloat because the devastating economic impact of Covid 19 affected the globe across sectors.
Cut to 2022, the planet is getting back to recovery and searching to create up for the losses incurred across the past two years. Consumers are cautiously returning to markets and malls. What has changed furthermore because the way we’d like to plug our brands? It’s about the Experience: Experiential marketing are going to be the foremost important touch point for brands, malls, and destinations now.
After an overdose of digital and online engagement, consumers want to urge back to the touch and feel aspect of retail. They’re keen to possess immersive experiences which permit them to travel beyond the act of purchase. Marketing strategies that allow such immersive experiences will always recover feedback. Identification is very important Consumers today don’t want esoteric role models.
They require real people whom they will identify with, and people who inspire them with their value systems, beliefs, and life choices. Our seasonal campaigns use story-telling formats featuring real folks that elicit instant identification. From featuring the ‘Real Life’ Superheroes who fought the Covid19 pandemic for our Diwali campaign to the present ‘#Rise Up” campaign featuring women who inspire as they break stereotypes and norms, these campaigns receive great feedback from our audience.
Understanding that buyers tend to ignore the noise and clutter across social media, the brand has created a more participatory and collaborative approach. The aim has been to form strong campaigns that integrate with the community and have a social and cultural impact. Go beyond Retail the entire concept of a shopping precinct has to transcend being an area for retail alone. A remarkable mixture of F&B always attracts consumers moreover. Entertainment options like Open Mic nights, musical and comedy events, artisanal pop-ups, and fleas make the space a vibrant community and family destination.
That specialize in festivals, with décor and events round the same also attracts families as they give the impression of being for viable holiday outings. Phygital is that the Way Ahead Technology has changed our lives forever and also the digital pivot of Covid will leave an enduring impression on all people. Consumer behaviour has changed and shopping centres must evolve with the days. Home delivery and concierge services go an extended way in consumer satisfaction.
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