Indian Retail & Media

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Total , Spar , Reliance digital -------which one to go to , each has a daily dose or Over dose i should say of full page advertisements , hitting you during the weekend , all showing the savings by making a purchase there ,same type of advertisements , every one has the same offers !

This blog's point of view on this ::

True it is important to communicate ,but for a single door , or say 2 door entities ,shouldn't be spending money on Mass media and look at a catchment driven activity ,its really not worth the effort or the spends ,unless we are sure that the catchment is penetrated , and the TG there has visited already ! or these advertisements are really driving walk ins !

So do Indian retailers have any clear cut media strategy ! here's our take of the current scenario!


Media @ Indian Retail ::


  • Media spends of retail firms are slowly but surely increasing and soon would be a vertical in most media houses , the rush has just begun .

  • Most Big retailers have bought space or booked media space for a year ,in return off some peanut discounts ! ( with media like TOI let ! paper ) mostly is a blind leads the blind game ! if x has done it why shouldnt I ?

  • Indian retailers have spent more on promotion vis a vis Brand building , though there has been efforts on brand building , like Pantaloon with fresh Fashion , Shoppers Stop , with feel the experience while you shop etc

  • With retail spends increasing , is there an opportunity of a low cost Advertising Medium ,to reach out to the Shoppers !

  • Internet spends of retailers is Minimum

  • Like Retail space rush , there seems to be a great Media rush too to reach out to customers ! soalong with cost /sqft the cost /cc index is soaring too !!

So what should one do ! for the Long Run ,a viable customer reach out ,would have to be customer loyalty program driven and data analytics driven , not just media spends driven , this would be the change that we will soon see happening ! till then the real estate agents and the space selling agents would be laughing there way to the Bank !!!


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January 9, 2008 at 1:42 PM
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