Page 145 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
The word “normal” has no deinition
anymore. Taboos are mere words. The young
accept and celebrate the real, whether it is their own emotions, choices or mistakes. Young India is tolerant; free in its thought and liberated in its approach. The notions are simple. Whether it
is the outpouring of support to legalize same-sex relationships, celebrate the irst transgender school principal, or the struggle for equality across genders; acceptance of the real is the new popular.
The young recognize undercurrents, make
their own judgments
and ight for what they
believe is right. Boys
can cry. Women can
hurl, hit and ight. The
brands they love are
real. Levi’s and Diesel
apparel or the fashion accessory makers Fastrack and Raga each communicate emotionally. Brands that are succeeding aren’t insisting on conformity and convention, instead they embrace imperfections and truth.
YOUTH
Embrace what’s real to appeal to the young
Saumya Baijal
Planning Director
Ogilvy & Mather, Gurgaon Saumya.Baijal@ogilvy.com
Carl Daji
Strategic Planner Contract Carl.Daji@contractindia.co.in
As the e-tailing phenomena manages to steal headlines as well as steadily gain in both share of mind
and wallet, its brick and mortar counterparts are in search of answers. How do they battle the relentless onslaught of year-round discounts, limitless range
and quick delivery time that e-tailers ofer? The answer lies in the approach they choose.
Shopping in India has evolved from being about what we buy, to what
we do. It’s no longer about simply acquiring products but also about enjoying an experience. And there lies the advantage of the brick and mortar stores. Their loor space becomes their platform to engage consumers with experiences that combine the real and virtual worlds.
Globally, brands like
Macy’s and Nordstrom,
early adopters of an
omnichannel retailing, have managed to seamlessly connect their online presence with richer and more enjoyable in-store experiences. They provide a good model for Indian retailers
Tools for improving the in-store shopping experience include location-aware apps that provide sales staf with customer preferences and personalized shopping. In-store “endless aisle” kiosks for ordering a range of items, many not available in-store, can increase customer satisfaction and store productivity. These digital tools, and others, put the brick and mortar store in a more powerful position to defend against the e-tail blitzkrieg.
RETAIL
Brick and mortar stores can win in the e-tail era
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