The global retail and marketing ecosystem has undergone a sea change in view of the COVID-19 pandemic which has compelled businesses dealing in nonessential goods to change gears. With India undergoing unlock 2.0, retailers have risen to make fresh strategies to attract customers back on track. It will be a big challenge for retailers to resume their operations and survive.
A lot of retailers need to revisit their strategies by resorting to 'promotions' and 'offers' to bring back not only their traditional but new customers also. It will be quite an effort to keep up with the changing customers' expectations.
Marketing and retail are integral to each other. Marketing is essentially the art of enticing a customer into the retail sales process and requires you to think carefully about all touchpoints during customers' interactions.
“The ever-evolving customer buying behaviors are the biggest peril for retail outlets. A customer might research the product online but still prefer to buy offline. Retailers need to integrate every channel of marketing available to interact with the customers better. At the same time, being able to measure the impact and quantify the integrated strategy can prove to be a great trick up their sleeves”, says Manoj Juneja, Vice President - Sales & Marketing, Timex Group India, who has over two decades of deep understanding of the consumer durables and sporting goods segment in the India & SAARC countries and has worked for companies like LG Electronics and Adidas India in senior leadership profiles. Previously Manoj spearheaded the sales & e-commerce verticals and led several strategic leadership roles in Retail, Digital and Marketing for leading brands.
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