Pushing the sales funnel through Smart Marketing in a post-pandemic world

Authored by Gitanjali Singh, VP Marketing, Select Infrastructure Pvt Ltd.

Year 2019: The best year for the Indian Retail Industry. People thronged malls, cinemas, and high street markets. Business was good. And as a marketer there was clear focus not just on numbers but how to drive greater value  and experience for the shopper.

Year 2020: The pandemic shook the world, affecting life, business, and our very need for survival. The world locked down, economies struggled to stay stable, and governments devised strategies to keep their citizens safe. Businesses worked hard to stay afloat as the devastating economic impact of Covid 19 affected the world across sectors.

Cut to 2022, the world is getting back to recovery and looking to make up for the losses incurred across the past two years. Consumers are cautiously returning to markets and malls. Vaccinations have revived confidence and given greater security to people. What has changed as well is the way we need to market our brands.

It’s about the Experience:

Experiential marketing will be the most important touchpoint for brands, malls and destinations now. After an overdose of digital and online engagement, consumers want to get back to the touch and feel aspect of retail. They are keen to have immersive experiences which allow them to go beyond the act of purchase. Marketing strategies that allow for such immersive experiences will always get better feedback.

Identification is Important

Consumers today do not want esoteric role models. They want real people whom they can identify with, and those who inspire them with their own value systems, beliefs and life choices. Our seasonal campaigns use story-telling formats featuring real people who elicit instant identification. From featuring the ‘Real Life’ Superheroes who fought the Covid19 pandemic for our Diwali campaign to the current ‘#RiseUp” campaign featuring women who inspire as they break stereotypes and norms, these campaigns receive great feedback from our audience. Understanding that consumers tend to ignore the noise and clutter across social media, the brand has created a more participatory and collaborative approach. The aim has been to create strong campaigns that integrate with the community and have a social and cultural impact.

Go beyond Retail

The entire concept of a shopping centre needs to go beyond being a space for retail alone. An interesting mix of F&B always attracts consumers as well. Entertainment options like Open Mic nights, musical and comedy events, artisanal pop-ups and fleas make the space a vibrant community and family destination. Focusing on festivals, with décor and events around the same also attracts families as they look for viable holiday outings.

Phygital is the Way Ahead

Technology has changed our lives forever and the digital pivot of Covid will leave a lasting impression on all of us. Consumer behaviour has changed and shopping centres need to evolve with the times. Home delivery and concierge services go a long way in consumer satisfaction. Our personal shopping and stylist services have seen a lot of uptick in the past year as people want more personalised attention. The focus has evolved from quantity to quality across the pandemic as consumers want greater value for both money and time.

The entire retail and mall industry is very optimistic about the coming year. With the decrease in COVID numbers and the lifting of guidelines by the Government, brands are also looking ahead with confidence. The mall's marketing strategy should set it apart from the competition by establishing a brand image that is exceptional in terms of shopping, mall architecture and layout, and the variety of cuisines offered. It highlights the mall's distinctive stores, as well as the fun and excitement that can be found there.

The new normal is still evolving, and customer expectations will continue to evolve as a result. Retailers who concentrate on the customer experience and respond to it with agility and innovation in their omnichannel experience will fare better and enhance their customer relationships.