Page 80 - BrandZ Top 50 Most Valuable Indian Brands 2015

Our Insights
INCLUSIVITY
Empathy and effort wins hearts, minds and loyalty
fffSheryl Roche
Senior Account Executive Ogilvy & Mather Sheryl.Roche@ogilvy.com
Shradha Jadhav
Account Director
Millward Brown Shradha.Jadhav@millwardbrown.com
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Twenty-five million consumers in India are differently-abled, according to the 2011 census. Yet, regrettably, most brands do not see these people as
a viable consumer segment. Mainstream brands show little
interest in creating specialized products or making existing
products more accessible or inclusive. At best, brands view the differently-abled
sympathetically and loosen their purse strings for charity
and CSR.
Brands could profitably serve differently-abled consumers. But they need to understand their needs and desires, develop relevant products and discover the best touch points. Members of this community would no
doubt reward brands that accepted them as part of the mainstream culture
and communicated
in ways that fostered empowerment not dependency.
Some brands
are leading the
change. Taco Bell
provides menus in
braille. Viviana Mall in Mumbai
is equipped with audio-tactile labels. Inox Cinemas have wheel chair ramps and Macbook’s VoiceOver feature makes the computer universally accessible. An empathetic view and a little effort can go a long way in winning the hearts and minds
– and purchasing power – of differently-abled people.
Shopping is an unquenchable craving for many. Online
shopping has almost become an addiction for quite a few, especially for those who live in major cities and own a smart phone. Some satisfy the thirst for shopping by selecting many items online and leaving them in the cart; some also
indulge in “showrooming,” shoppingaphysicalstorebut purchasing online.
Physical stores across most categorieshavetakenahit
from the major e-commerce brands like Myntra, Jabong, Amazon and Flipkart, which often offer huge discounts. And of course, online shopping has advantagesotherthanprice, including convenience, flexibility of shopping and researching
anytime and anywhere.
But whether a brand
operates physical or virtual stores – or both, the key challenges
are getting the shopper to your brand and then moving the shopper along from research and browsing to purchasing. Here are four simple tactics to nudge shoppers along the path to purchase:
- Setfrequentremindersvia SMS: Have you forgotten any items?
- Createbuzz:Bigdiscountson must-have products.
- Showsavings:Itemwasthis price, now that price, 40 percent off.
- Begenerous:Giveadditional coupon discounts with minimum purchase.
fffE-COMMERCE
Key tactics move consumers from shopping to purchase