Setting new standards and building new bonds in the retail world, Donear Industries, the leading branded fabric manufacturer, recently curated an all-in-one kit for its retailers in 25 regions across India. A total of 15,000 kits were shared on the occasion, and the whole exercise was a major success at the national level.
The all-in-one retailer kit contained essential items like umbrella, pass holders, pocket diaries, posters and stickers of leading brands and matching plates with celebrity faces.
The national activation took place in 25 regions which included leading retail locations in West Bengal, Punjab, Haryana, Rajasthan, Uttar Pradesh, Gujarat, Delhi, Maharashtra, Orissa, Karnataka, Kerala and Goa.
A never before attempt by any textile brand, the activation was undertaken to highlight the amalgamation and strengthen the bond between the brand and its retailers directly, thus enhancing the relationship in process. The purpose of gifting product-related items was to communicate the powerful message that the brand cares about its business and the retailers play a major role in the same, thus making them equal partners in the venture.
Pleased with the activation, Mr. Rajendra Agarwal, Mentor, said: “A brand and its retailers work hand in hand to ensure that our products reach the customers via the right channels, and it is a constant endeavour to build and enhance a smooth relationship with our retailers. We created these kits to show our appreciation for their work as well as draw emphasis on the synergy and teamwork as a collective effort of them and our brand. It is necessary to let them know that we are serious about our products, business and that they play a key role in the entire process.”
Speaking about the essence of activation, Mr. S. Krishnamoorthy, Managing Director, GBTL Ltd., said: “Our Group understands retailers well. Their retail shop is the key for us to reach the consumer, as most of the buying decisions happen at the point of purchase. At the same time, the collateral we send should be comfortable to the retailer and help him increase sales. Hence, the motive was to engage the customer at the retail counter with pleasing, impactful messages, and simultaneously, help retailers through innovative selling support. Additionally, consistent communication is of prime importance to us – our Group regularly communicates with customers through WhatsApp and other media, apart from the point of purchase, and both online and on ground”.
Stressing the importance of bridge-building, Mr. Vikram Mahaldar, Managing Director, OCM, observed: “The intention of building brand salience is to establish an ongoing relationship with the customer and build share of mind. With this premise, GRADO delved into a full-fledged marketing plan. The prime motive was to connect with the end-customer through their purchase / retail cycle (i.e., during awareness, consideration, purchase). Firstly, awareness has been built through TV & contests, digital media, hoardings and print advertising. Then, good customer engagement demands strengthening the marketing presence at points of consideration / purchase – at the retail counters. Therefore, the retail kit was conceived, for an opportunity to boost engagement through posters, matching plates, stickers, etc. We’re the pioneers in the industry for reaching out through this kit. With new and innovative marketing strategies, we are quickly gaining the first mover advantage and establishing greater brand recall.”
The response from the retailers was phenomenal indeed, thus cementing a positive relationship between the two parties.