Summary
TECHNOLOGY SE RISHTA JODO! In a sea of uniform sales and price-battles, our campaign highlights the transformative potential of a unified vision across diverse touchpoints. We addressed the often-ignored psychological impact of tech disconnection and set on a mission to create an equitable digital-landscape, where technology is the leveler & Reliance Digital, the enabler. This campaign proves the power of integration, demonstrating how a single idea can resonate through every phase of the consumer journey.
Challenge
Through this campaign, we set out to achieve these objectives : 1.GROW THE BRAND IN A CUT-THROAT ENVIRONMENT. • To achieve sales growth of 30% (5% more than previous year). • Gain share from our competitors & make technology accessible through our store experience. 2.MAKE OFFLINE ELECTRONICS SHOPPING GREAT AGAIN • Increase footfalls by 20% (5% over last year) . • Strengthen physical presence, offer differentiated services & reinforce confidence for brand amid competition by addressing consumer fears. 3.FOCUS ON CULTIVATING CUSTOMER LOYALTY & TRUST. • Increase repeat customers by 10%. • Build long-term vision & profitability of the brand. 4.BUILDING A NATIONAL BRAND: FROM INDIA TO BHARAT • Move the needle on present status of average in Non-Metros. • Transform the way the brand is perceived by positively influencing the relevant target audience. 5.CREATE A DIFFERENTIATED ‘RELIANCE DIGITAL STORE EXPERIENCE'. • Change brand perception. • Positively influencing essential visual aspects, store perception, sale support & staff to increase consideration over competition.
Objective
Understanding the Indian Electronics Retail Market: 1.THE GIANTS OF ONLINE: SEA OF CHOICES & CONVENIENCE Online giants offer instant delivery, easy returns and hefty discounts that outmatch physical stores that have become merely a display. The struggle is in (1) matching these perks & (2) establishing a distinct value amid the allure of convenience and deals. 2. FIGHTING TOUGH LEGACY COMPETITION. Competing with brands like Croma, Vijay Sales and even local stores with enduring brand legacy. 3. OFFLINE RETAIL MARKED BY DEALS, DISCOUNTS & PROMOTIONS Offline category communications lags behind online, relying on endless sales, devoid of emotional connection. IN A FEIRCLY COMPETITIVE LANDSCAPE, RELIANCE DIGITAL WAS STRIVING TO FIND ITS RIGHT-TO-WIN , DESPITE LIMITED CREDENTIALS IN TECH. The Reliance Digital Challenge: 1.BUILDING A BRAND FOR THE ENTIRE COUNTRY: BOTH INDIA & BHARAT. Our brand equity in Tier 2 & 3 cities, which represents a big-part-of-the-pie performs averagely, posing a significant challenge for our long-term nationwide growth. 2.CANNOT DO IT WITHOUT HAVING A LONGER RELATIONSHIP & BUILDING TRUST While the repeat customer figures were growing, the pace of growth remained slow, evading the desired momentum. (Ref 1)
Strategy
Technology has become an "IYKYK" phenomenon, but a large cohort of people are left out of the technology conversation, especially non-early adopters. AS INDIA'S LARGEST ELECTRONICS-RETAILER, WE WANTED TO BUILD A BRAND-TRUSTED BY ALL OF INDIA & TAKING THEM FORWARD BY BRIDGING THE GAP BETWEEN THE TWO INDIAN MINDSETS: THE TECH-LAGGARD & THE TECH-FORWARD. To effect change, we set on a journey to understand their relationship with technology, and hence make our stores a playground for them: a place to start, where patience is abundant. Reliance Digital undertook the task of MAKING TECHNOLOGY INCLUSIVE. Those unfamiliar with technology often feel a sense of inadequacy as traditional roles shift amid technological changes. Their self-worth becomes tied to perceptions of tech-savviness, leading to self-doubt. This led us to our insight: BEING A TECH LAGGARD CAN LEAD YOU TO LOSE YOUR "POSITION" SOCIALLY. How do we bring the tech-laggards to the table? WE POSITION RELIANCE DIGITAL NOT AS A RETAILER, BUT A DESTINATION WHERE TECH-HESITANT CAN TOUCH, FEEL, IMMERSE & EXPERIENCE technology and lose their inhibitions. We extended this narrative across diverse touchpoints with a meticulously crafted integrated-campaign, weaving engagement and interaction for a comprehensive and immersive brand-experience. 1. TELEVISION + DIGITAL • Nationwide reach, airing on 92 channels with 24,000+ spots. • Use of Instagram + YouTube + OTT platforms. 2. STORE REDESIGN & STAFF TRAINING • Revamping top stores in 20 cities into tech-playgrounds. • Our Tech-Dosts team underwent 400+ hours of training as expert tech-advisors to address fears. 3. ON-GROUND ACTIVATIONS • Interacting with senior-citizens at Jogger's Park in Mumbai. • Invited senior-citizens to our store in Delhi, to learn the basics about tech. • Inviting mothers along with their children to our experience zones in our stores. We institutionalized frequent Masterclasses across categories in key-stores across top 20 cities.
Data
N/A
Solution
Results
• ACHIEVED 42% MoM INCREASE IN SALES (Ref 2) • SUCCESSFULLY INCREASED RD'S LEAD OVER THE MARKET BY 21%, creating a storm in the category (Ref 3) • ACHIEVED INCREASE IN FOOTFALLS BY 20% (5% over last year) • 22% INCREASE IN REPEAT CUSTOMERS, building a long-term, trusted relationship with Reliance Digital of being an ENABLER and helping people connect with technology (Ref 4) •IMPROVED IN TIER 2&3 CITIES TO BECOME STRONG & PROMISING , winning over the tech laggard mindset nationwide • OUTPERFORMED COMPETITION OF STORE & STAFF EXPEREINCE, creating a distinct identity, to challenge not just legacy brands, but ecommerce (Ref 5) • MAKING A STRONG IMPACT ON THE AUDIENCE THROUGH DIGITAL, with 13mn+ VIEWS , 15mn+ REACH & 38mn+ IMPRESSIONS on our channels 3mn+ VIEWS , 5mn+ REACH & 18mn+ IMPRESSIONS on OTT Overall positioning Reliance Digital as an ally, encouraging playful exploration of technology guided by experts. 'Technology toh Khelne ki Cheez Hai, Khelte Khelte Seekh Jaoge,' establishes Reliance Digital as a tech-playground to land at our core-idea & purpose: TECHNOLOGY SE RISHTA JODO!
