Retail future outlook in a Covid 19 World!! -27th APRIL – 1ST MAY 2020 | Virtual
Online is here to stay
Abhinav Deepankar, Vice President – Head of Sales, FieldFresh Foods Pvt. Ltd. explained that the online revolution was already in full swing, brands were looking for ways to get closer to their audience through clicks. However, with the pandemic, the journey has been cut short and made quicker. Now the shift will be faster. On the other hand, Abhishek Shetty, CMO & Ecommerce Head, Celio mentioned that for his brand the focus has always been on the younger audience, who are online bound. What is interesting is that even though the idea of marketing is now focused on essentials, people are still ordering from Celio and the brand looks to fulfill them at the right time.
Essentials is the call of the day
Arpan Biswas, VP – Marketing, Housejoy highlighted how the brand has just started the HousejoyMart to offer people a chance to shop for groceries and essentials. Being an ‘on-demand’ service provider, reaching out to people at their homes has always been the brand’s forte and now with Mart, they wish to deepen the connection.
Post the pandemic, the revision of marketing budgets
Sarika Grover, Co-Founder, Green Giraffes Consulting hinted at how marketing budgets will get revised in the time to come. She mentioned that the idea of video will be on the rise and more and more brands will have and will want to do videos to market their products and services. Videos being cost-effective and easier to grab attention. In a similar vein, Jasmeet Thind, Co-Founder, Coutloot mentioned that the idea of push marketing will decline and the pull will become more prominent and obvious now, and in order to make this a reality they are working to do seller videos now on their portal, which the sellers can use to advertise their products. Coutloot is also bringing in ‘live bargaining’ too to increase the buzz.
Making work from home the #NewNormal
Akshay Ambardar, Associate Director – Marketing, Myntra spoke extensively about the idea of working from home. He highlighted how little things that he or his team has started to notice on their home front is all thanks to the #NewNormal. Taking a leap from this he also mentioned that just like him, his customers too are adapting to a new ‘home life’ and the new trends and changes that come with it. Keeping this in mind the marketing for a brand whether e-commerce or otherwise should be focused on nuances that are relatable and fits the bill in this case.