MAM

Retail industry hiccups and bounce back strategies for Q3

Brands won't cut down marketing spend, only realign them

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/06/26/Mall.jpg?itok=Pd3AWXs4

NEW DELHI: India’s retail industry has been badly hit due to Covid2019. The last three months have resulted in no revenue for a majority of fashion brands. From manufacturing supply chains to shut down of stores, the pandemic has shaken up the fashion industry.

Though Unlock 1.0 announced the re-opening of malls there are no footfalls in shops. Retail brands across the segment have seen new changes in the last few days, owing to the pandemic. 

Indiantelevision.com had a virtual conference with top leaders on the future of shopping. The panel members were Viviana Mall chief executive officer Manoj K Agarwal, Liva assistant vice president & digital head Rishi Sharma and Spykar Lifestyle chief executive officer Sanjay Vakharia. The session was moderated by Indiantelevision.com senior reporter Dolly Mahayan.

Vakharia shared, “Our business has been quite impacted because it’s not part of essentials, there is a sea change which we have seen be it in terms of marketing, communication and we are adapting to the new changes, and keeping close tabs on consumers, and trying new mediums to reach out to people.”

Speaking about the opening of malls, and how its rebuilding confidence among people, Agarwal said, “Unlock1.0 doesn’t have the opening of malls in Mumbai, but everyone will follow SOPs by Shopping Centre Association of India to be implemented by all malls which have been opened, and a detailed SOP has been made which will be strictly implemented."

“We need to create an environment of comfort and no fear in the customer's mind to visit malls and shop. All malls have come up with videos that gives all necessary information on how they can move around in malls,” he added.

Sharma also agreed with the other panellists and explained, "In India, the mall is a destination. We have not made a buying pattern. Retail in India is pretty new, brands are young. They are ready to adapt and change themselves. People use e-commerce to create their wish list and when they want to buy a product they will rush to a store. Covid2019 has taught consumers about adaptability and has moved digital.”

Vakharia shared that the brand will follow its protocol to ensure the safety of consumers, “We are quarantining the garment for 24 hours before letting a customer try it. We are ensuring social distancing and regulating traffic. Consumers are also following all the protocols. There are many checkpoints in the mall for consumers' safety.”

He also added, “Though online is the need of the hour but pleasure of shopping can’t be felt online. We will see a change where consumers will buy essential stuff online, but for other kind of products people would prefer location shopping.”

Talking about what kind of changes the brand has seen in the pandemic crisis, Rishi shared, “Sustainability and eco-friendly will be the next big thing in the fashion world. We need to add a layer of care and technology to our fabric and give added protection to consumers.”

Agarwal said that initially there may be 30 per cent footfall in some malls. "Internal dwell time has been reduced by customers. People are coming for focused shopping. Tier 2 cities are faring better than metros and tier 1 cities on the mall front.  In Q3, I think we are expecting to do good business because the fear of the virus will subside.”

Vakharia said, “The situation is unprecedented and it looks grim but we are hoping that Q3 will bring little hope as a lot of festivals are around the corner. We are not wanting to get on the end of season sales because the supply chain is distributed, it’s difficult to get new merchandise. We will get interesting products by Diwali.”

The panelists also shared that in the festive season, they would prefer to advertise more on the digital medium.

"Brands will be investing heavily on social media platforms to gauge consumers as far as advertising is concerned. We are not sure how print media will work. We will not cut anything on our marketing spends, it’s only the medium and channel which will see a difference. I don’t think so we can afford anything on the marketing and communication budget to be slashed,” Agarwal explained.

Rishi echoed a similar perspective, “ATL and BTL will take a hit, digital will become big and there will be a lot of new interventions in the space. A very small part of advertising budget may go higher, we could see social-commerce to be the next big thing in India.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_155715_800_x_800_pixel.jpg?itok=V5_c4PGF
HUL regains top spot in first week of 2022: Barc

Mumbai: After lagging behind Reckitt Benckiser (RB) for two consecutive weeks, Hindustan Lever Ltd (HUL) has regained the top position in the first week of 2022. According to data released by Broadcast Audience Research Council (Barc), HUL delivered ad volumes of 4551.67 for the period of 1-7...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_135538_800_x_800_pixel.jpg?itok=lWA4kSEh
Imagine Marketing signs definitive agreement to acquire KaHa Pte Ltd

Mumbai: Imagine Marketing Pvt Ltd (IMPL, the parent company of boAt) has announced that it has signed a definitive agreement to acquire Singapore based KaHa Pte Ltd, an end-to-end smart IoT product development company. The acquisition is expected to augment IMPL’s capabilities to introduce...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_135213_800_x_800_pixel.jpg?itok=GXuEWcZH
Shah Rukh Khan turns chauffeur for Indian cricketers in Hyundai’s latest campaign

Mumbai: Smart mobility solutions provider Hyundai Motor India Ltd (HMIL) on Saturday announced its new campaign with the six- and seven-seater SUV – Alcazar, featuring Bollywood actor Shah Rukh Khan and Indian cricketers Smriti Mandhana, Jemimah Rodrigues, Taniyaa Bhatia and Shafali Verma.  Under...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_134901_800_x_800_pixel.jpg?itok=KZiIXK7q
GUEST COLUMN: How effective social media campaigns can grow a business two-fold?

Mumbai: Social media has been enjoying its all-time high for quite a while now. The outbreak of the pandemic further accelerated its growth due to the rise in penetration and usage of the internet. Every organisation, no matter how small or big, took the digital route for its survival as it...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_125605_800_x_800_pixel_0.jpg?itok=h9ksKT1E
Mother Sparsh kickstarts #MomYouAreNotAlone campaign for new moms

Mumbai: Baby and mother care brand Mother Sparsh has kickstarted the #MomYouAreNotAlone campaign to spread awareness and promote conversations on postpartum blues. While statistics suggest that nearly seven out of every 10 mothers globally battle postpartum blues, more worrisome is the fact that...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/neha_kulwal.jpg?itok=IGeLwAfI
GUEST COLUMN: Change of winds - The rise of Online Services in India

Mumbai: The Online Service industry is on a continuous upward path. This industry today contributes as much as eight per cent to the GDP of a fast-growing country like India. Online Services have always been there in the market but in the past two years, it has expanded massively to further sub-...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/14/sandeep-dinodiya.jpg?itok=QIKgbsbt
Pickrr appoints Sandeep Dinodiya as SVP & head of Engineering

SaaS-based logistics start-up Pickrr has announced the appointment of Sandeep Dinodiya as the senior vice president and head of engineering.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/14/img_14012022_120301_800_x_800_pixel.jpg?itok=i8XzckPO
Britannia appoints Amit Doshi as chief marketing officer

Mumbai: Bakery foods company Britannia Industries Ltd (BIL) on Friday announced the appointment of Amit Doshi as chief marketing officer, effective from 17 January. ‘’I am happy to welcome Amit back to the Britannia family. Amit’s cross-sectoral marketing experience will be valuable in taking our...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/13/img_13012022_173038_800_x_800_pixel.jpg?itok=X8broWMf
HomeTown announces its flagship consumer-focussed ‘Mano Ya Na Mano’ campaign

Mumbai: HomeTown, the flagship store of Praxis Home Retail Ltd and a home solutions brand has announced its annual marketing campaign 'Mano Ya Na Mano' for its consumers. In order to drive buzz and salience, HomeTown has conceptualised a month-long sale starting from 8 January to February. The...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required