RETAIL MULTI-BRAND INDUSTRYDIGITAL MEDIA STRATEGY

OVERVIEW OF THE INDUSTRY

• The Indian retail market is expected to demonstrate a promising year-on-year growth of 6% to reach USD 865 billion, by 2023, from the current USD 490 billion.

• The share of apparel in India’s retail market is 8%, corresponding to a value of USD 40 billion.

• In addition to fashion apparel, the growing demand for fashion accessories makes the Indian fashion market both interesting and lucrative.

Source: Technopak Analysis

Total Retail Market (USD bn)

2013 2023

865

490

Share of the Retail market, 2013

6%1%2%2%6%

6%

8%

69%

Food & GroceryConsumer Durables & IT Pharmacy & Wellness Footwear ApparelJewelry & WatchesFurniture & FurnishingsOthers

Currently the apparel industry forms only 2% of the retail

market. There is huge scope for improvement.

Increasing Time Poverty

Shift to Aspirational Buying

Growing Value Consciousness

Acceptance of Digital Technology

CONSUMER BEHAVIOUR TRENDS IN THE INDUSTRY

WHY SOCIAL MEDIA?

“Ignoring the Internet is total madness,” said Diane von Furstenberg, who didn’t live stream her show but did update her Facebook page with backstage photos and tweeted from the event. “Being active on the Internet is indispensable to growth and for being relevant. It helps

your business to be truly global and truly multi-generational.”

SCOPE FOR SOCIAL MEDIA

HOW STORES CAN USE SOCIAL MEDIA

Drive online and offline traffic by analysing fan behaviour

Bring customer engagement to a new level by using social CRM

Engage consumers with effective product and brand management

Boost conversion rates by offering promotions and rewards

RISE OF SOCIAL MEDIA

74% of consumers rely on

social media to guide their purchases

CUSTOMER BEHAVIOUR ON SOCIAL MEDIA

Seeking Information

Sharing Information

Tracking Information

Broadcasting Information

Social Media

SOCIAL MEDIA GUIDE

Build brand awareness, reply to customer queries and promote

seasonal sales

Drive fan engagement and create sharable hashtags

Provide exclusive merchandise and organise previews

Share visual content, integrate shopping cart to see, use for multi

media content and use images that inspire

Create short, quirky videos and give a face to your brand

COMPETITIVE ANALYSIS

OVERVIEW

• Publicly available information on the Web is captured and analysed to create a comprehensive report about a brands Social Media presence and online activities.

• The intent is to help a company better understand the performance of and reaction towards the brand on Digital Media and turn social media into strategic insights to help them develop operational intelligence and situational awareness.

• The brands’ online behaviour is mapped and classified based on:

• Presence on Social Networks

• Engagement level on social media

• Impact on their sphere of influence

• Popularity and reach

• Activity Patterns

• Sentiments associated with the conversations

SOCIAL MEDIA QUOTIENT (SMQ)

• ‘Social Media Quotient’ measures a brands’ performance on social channels. It is calculated on the analysis of ‘Presence & Performance’ of various social media assets; it takes into account- connections/ followers/ public posts, engagement level, influence, technology adoption etc.

• The following channels have been covered under SMQ Analysis

Competitor Channel Analysis

MAJOR PLAYERS

Twitter

Pantaloons Shopper Stop

Lifestyle Globus Reliance Trends

17.2

23

30.6

37.5

27.5

Facebook

Pantaloons Shopper Stop

Lifestyle Globus Reliance Trends

37.1

15

37.840.7

22.7

Relative Performance

Shoppers Stop again leads the way on Facebook with 71,00,000 fans good engagement with them. Globus comes last in this segment

because of very limited engagement with 1.5 lakh fans.

Shoppers Stop leads the way on Twitter with a score of 37.5. It has 1,26,000 followers and

13,400 tweets in total. Reliance Trends needs to improve its

standing here by increasing the number of followers and also improving engagement

with them.

Best Practices

Website

Pantaloons Shopper Stop

Lifestyle Globus Reliance Trends

0

3030

20

30Blog

Pantaloons Shopper Stop

Lifestyle Globus Reliance Trends

0

4038.6

22.9

40

Relative Performance

Pantaloons leads the way with its blog. On average it has around 11 blog posts in a month and has sharing options across all social media

channels. Globus also, is doing equally well with 8 blog posts in a month.

Pantaloons, Lifestyle and Globus all have great websites that are entirely synced with all social media channels. Reliance Trends

comes last because it does not have a website at all.

Best Practices

YouTube

Pantaloons Shopper Stop

Lifestyle Globus Reliance Trends

11.110

26.828.3

22.8

LinkedIn

Pantaloons Shopper Stop

Lifestyle Globus Reliance Trends

20.5

3028.3

3033

Relative Performance

Pantaloons leads the way because it has a dedicated company page, 1650 followers and

376 employees. It also has a group for discussions. Shoppers Stop and Globus follow

second with higher number of followers but since they do not have groups, they rank after

Pantaloons.

Shoppers Stop here leads the way with 15,79,259 upload views and 827 subscribers. Globus performed the worst in this segment

with only 3 channel subscribers and 1,439 upload views.

SMQ

Pantaloons Shopper Stop

Lifestyle Globus Reliance Trends

28.3931.34 32.71

23.36

16.42

SMQ  is  affected  by  an  Ins1tute’s  social  media  prac1ces,  engagement  level,  content,  popularity  and  reach  against  industry’s  benchmark.    

Social  Media  plays  a  pivotal  role  in  ‘Retail-­‐  Apparel’  &  ‘Brand  Building’  

Lifestyle  leads  the  way  in  SMQ  with  32.71  but  it  could  have  fared  even  beLer  with  more  number  of  shares  on  its  Facebook  posts  and  a  higher  number  of  followers  on  LinkedIn.  

Reliance  Trends  lags  behind  with  an  SMQ  of  only  16.42  because  it  does  not  have  a  dedicated  website  or  a  blog.  Also,  its  presence  on  TwiLer  is  quite  behind  industry  standards.

SOCIAL MEDIA QUOTIENT

WAY FORWARD

FOLLOW A CRAWL, WALK, RUN APPROACH FOR SOCIAL MEDIA

CRAWL WALK RUN FLY Aggregation & Branding Community Building Thought Leadership Technology

Online Listening & Monitoring

Establish Online Credibility and Trust through a stepped approach

•  Content optimization •  Organized content hubs •  Creatives’ revamp

•  Snackable content •  More engagement •  Track & Monitor real

time conversations •  External seeding

•  Go mobile: Style in your pocket – An App

•  Dedicated website : Responsiveness & playability are must haves

Month 1-2 Month 3 Month 4 Month 5-6

•  Blogs •  Presentation •  Inforgraphics •  Digital PR •  Community outreach •  Identify promotional

avenues

We will Follow The Crawl, Walk, Run Methodology for Social Media

SOCIAL MEDIA IMPLEMENTATION PLAN

Intelligence Content VenuePromotional Platforms KPIs

Your BrandsYour Competition

Industry Trends

Listen  for  

Listen  in  

Twitter, Facebook, Blogs, News, Forums,

Suggestion Sites

Market Research,Public Relations,

Customer Service,Branding

Digital Marketing,Public Relations

Digital Marketing :Community Building

which can be leveraged for several functions

Social Enterprise Metrics : CEO – CFO –

CMO ‘s Office

• Size of the community

• Level of Engagement

• Number of App downloads

• Number of queries resolved

• Content Curated

SEO & SEM

SEARCH ENGINE OPTIMISATION

Keyword Research

On Page SEO Off Page SEO

Create Blog PostsCreate Presentations Create Videos

Create content using researched keywords for websites like slideshare, YouTube etc. These sites have highest page ranks and thus help your website show up on the 1st page of search engines

SEARCH ENGINE MARKETING

Meet your customers when they are actively looking for your products on a search engine.

Advertising via the search engine

is cost effective.

Statistics can be gathered from web logs to determine the efficacy

of an ad campaign.

ABOUT ITTISA

WHO ARE WE?

Founded in June of 2014, we are the first ever only girls Digital Media Agency.

The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative world with our highly creative and passionate team..

At Ittisa, we are a unique captivating mix of innovative ideas, diligence and the right sprinkle of creativity!

We love the work we do here because one - we adore the Digital world and two - we know that our ideas & strategy make a difference.

Our objective is simple - To make our clients create a mark in the Digital space with crisp strategy, excellent designs & great content.

Super glad to announce that we have recently partnered with LeanIn.org and look forward to changing the trajectory of women workers and create a better world for everyone.

WHAT DO WE DO?

WHAT WE CAN DO FOR YOU!

BRAND BUILDING &

SOCIAL MEDIA MARKETING

SEARCH ENGINE OPTIMISATION

SEM

BIG DATA ANALYTICSORM

SOCIAL CRM

UI & UX Design

HAPPY CLIENTS

Thank You

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