MAPPING MARTECH & WINNING THE GAME

THE PROLIFERATION OF CAPABILITIES ACROSS OMNICHANNEL AND MULTICHANNEL TRENDS AND TECHNOLOGY CAN MAKE IT HARD FOR MARKETERS TO UNDERSTAND WHAT IS NEEDED AND WHEN. IS PERFORMANCE MARKETING A BETTER STRATEGY OR WHAT KPIS HAVE BECOME OBSOLETE ARE SOME OF THE QUESTIONS THAT RETAILERS HAVE A HARD TIME GETTING CLEAR ANSWERS TO. INDUSTRY LEADERS SHARE WITH US A WORD OF ADVICE FOR THE BENEFIT OF THE NEW-AGE MARKETER.

From fashion brands going digital to changing consumer behaviours, both customers and retailers have seen a dramatic shift in fashion retail in the past few years. Resultantly, the way products are marketed to the perceptive, tech-savvy consumer has also needed to alter to match the demands of the day. Sharing her opinion on the subject at India Fashion Forum (IFF) 2022, Rohini Haldea, Assistant Vice President – Marketing, Lifestyle International, said, “Even before the pandemic, consumers had already been moving more and more of their purchase journey online. Yet, the pandemic was a shock to all of us when being online became not an advantage but a must-have to be able to engage with consumers in an omni fashion, no matter where they were. One had to make their journey with the brand seamless not only during the purchase but also before the purchase when they were still exploring brands, trends and product alternatives. You have to be engaging with them every step of the way where they are present, whether it’s on the mobile phone, at your store, or on mass media. One has to take a 360-degree view of the consumer; one has to have the data to back it up to know where to find them, how to reach them and how to communicate with them every step of the way.”

PANELLISTS

• Rohini Haldea Assistant Vice President – Marketing, Lifestyle International

• Amit Sawant Head - Marketing, Corporate Communications, Fintech Strategy, Future Lifestyle Fashions

• Navin Joshua Founder/Director, GreenHonchos

• Ninad Umargekar Chief Marketing Officer, JG Hosiery