Summary
MY KIND OF TECH. MY KIND OF TECH STORE. No two people are the same and that's why at Reliance Digital, there's #MyKindOfTech for everyone! With the widest range of brands, flexible finance, shopping and delivery options we help you find the perfect tech that suits your unique needs! Be it for entertainment or work, for comfort or fitness, discover the right tech that gets you going.
Challenge
Reliance Digital, an electronics behemoth with online and offline presence across the country has established itself as a trusted household name. But in a volatile category, with offline competition growing via discount and price game and the pandemic pushing forward global online giants – Reliance Digital had the task of cementing its position as India's Tech Destination. However, in a high growth category, the brand stores were struggling to differentiate, all claiming to understand the consumer – but being stuck in a service v/s range to individual v/s collective conundrum. The consumer in this chaotic category, left searching in a sea of similar looking choices of discounts, sales, types of offers – with no clear benefit proposition communicated.
Objective
The task in a line was to carve a relatable place for the brand in the lives of consumers. Making Reliance Digital the first name that pops into every Indian's mind as they think of finding tech that is just right for them. • Differentiated and ownable brand campaign identity, creating a positive perception • Increase in market share from current 5.2% • A relevant interpretation of personalizing technology, extendable and dynamic • Create a relationship that lasts, improving brand health score from current flat rate of 3.81 • Build a lasting relationship to improve lapsage currently at 70%(1), also increasing footfalls in-store and online traffic
Strategy
While consumer demand for electronics is growing phenomenally, the organized retail penetration remains at 35% (2). The brands in India are lost in a service-range conundrum – representing the consumer as a ‘collective' Our consumer deep-dive however revealed – choices being sharply individualistic. The online world has changed how the consumer thinks and behaves. "Zomato gives me suggestions, Amazon shows me what I'd like, Netflix matches my interests. Google makes every damn thing around me…that is cool." Male, 24 Years, Ahmedabad. The shift in behaviour wasn't just for digital natives – but across age and gender cohorts. By 2040, 96% (2) of India's population is expected to be accessing internet via their phones. Speaking to consumer required moving Reliance Digital's existing proposition of Personalizing Technology from a collective consumer space, that was stuck between the promise of living up to service & store experience and product range – to showing sharp personalities, through relatable life stories in the voice of the consumer (not the brand). The new defined proposition for the brand thus believed in the consumer finding products that define them, not us defining the consumer. Each set of consumers in India, come with specific needs and quirks. We fused the brand essence to these specific needs and quirks of the consumer – bringing alive a brand that wants you to know that you just don't walk out it's store with tech, but with tech that you need, love and care for! The simple thought of – getting the consumer to find ‘their technology fix' – was a happy marriage of the brand truth to the human truth for the Indian consumer.
Data
For our consumer deep-dive, we started with primary research supporting it with secondary sources. • For Target Segment & Customer Profile understanding - a research conducted in key markets, this involved studying the shopper profile, media consumption habits of the recent customers of Reliance Digital. • We identify key focus cities basis the sale numbers, competition presence & market share. • We intensified our marketing communication & 360 degree media in these key cities & then analyzed the sale numbers in these markets post campaign implementation. • We also identified these cities basis the sales contribution & number of stores a particular city has & then strengthened the marketing campaign accordingly.
Solution
We approached the world of technology through a human lens, making it relatable, accessible, and yet aspirational. #MyKindOfTech was born from the insight that while electronics are intrinsic to everyone's life, there's always a perfect kind of tech that satisfies the unique needs of every individual. The idea was to look at electronics from the unique perspective of every user and this was represented with the unique usage of the same technology. Silent microwaves for the midnight snack, noise cancellation headphones for the WFH father, gaming mobiles for the left-out friend, 4K Multiview TV for the sports-crazy husband, a brother's innovation to use a vacuum cleaner to tie the sister's hair, a smartwatch and app to keep a check on your dad's health routine, a washing machine which brings a smile to a little girl's face, we casted real people in unique situations, strengthening our audience connect. We captured our increased and evolving relationship with technology. We tied this all up with a sing-song of the characters each explaining why these electronics and gadgets are their kind of tech. This idea was taken to static and social media and even to employees and store staff explaining what's their kind of tech and why. We wished to create a future where every customer walks out of a Reliance Digital store with thinking, "Now that's My Kind Of Tech."
Results
A multimedia approach targeted on TV to reach out to the all consumer cohorts and hyperlocal targeted digital efforts (YT, OTT, Programmatic) stationed to influence Reliance Digital's online ecosystem. Post Campaign Brand Lift: • 0.6% increase in market share • Approximately 2X growth of average market growth rate • 2% growth in footfalls during campaign and 7% post campaign • 19% growth in online traffic post campaign Positive consumer reactions gushed in with the campaign release – "Best place to buy multi product and multi brand.. Excellent customer experience. I got what I wanted.. Keep it up" YT User Garnering over 12 Million impressions on YouTube alone, the campaign's first leg was a success, and this is only a start to a long journey for building India's Tech Destination.
