Top Story

Home >> Advertising >> Article

E-commerce is tactical & highly sales driven: Vinod Nair, MD, Network Advertising

27-November-2017
Font Size   16
E-commerce is tactical & highly sales driven: Vinod Nair, MD, Network Advertising

Offline retail store, Vijay Sales recently unveiled their campaign conceptualized by Network Advertising highlighting offline retail strength and taking on the inherent weaknesses of Internet players. Vinod Nair, MD, Network Advertising shared with exchange4media what went in putting the campaign together, the growth in demand for retailer-oriented advertisements and more. Nair also revealed some insight on recent advertising trends and how most advertising are in the zone of ‘buy me’ rather than ‘why me’.

Q) Could you take us through the behind-the-scenes of Vijay Sales recent campaign and the core insight tapped?

A. To begin with, the agency carried out a huge research exercise to truly understand the customer attitudes and preferences towards buying various different consumer durables. From this research, it was clear that while online retailers have created an attractive proposition for the consumers, there were several need gaps that the e-tailers could not fill. The research also threw up insights which have been leveraged in the brand films for Vijay Sales. They highlight the difficulties consumers face when buying online, while leveraging the core strength of Vijay Sales.

Since the task of brand building needed to be done concurrently with the regular sales oriented advertising, we assigned unique roles as per medium. The film medium has taken on the task of adding to the equity of brand Vijay Sales based on the above consumer insight. The print medium on the other hand drives walk-ins to the stores by communicating the exciting offers and deals. These two media in tandem, work towards creating a desirable brand out of Vijay Sales. Our task was merely to identify and amplify the same in communication – give a ‘why me’ to the consumers for Vijay Sales.

Q) In the era of online shopping, how are brands like Vijay Sales successfully generating footfalls on large numbers in retail stores?

A. Vijay Sales has a huge advantage in their customer oriented service which has been honed over the last five decades. By focusing on this strength of the brand and marrying it to a very real felt consumer need, Vijay Sales is in a great position to hold its own against the onslaught of online retail advertising.



Q) What do you think are the recent advertising industry trends?

A. Recent times have witnessed a growth in the overall advertising spends. However, most of this advertising is being driven by e-commerce, which by nature is heavily tactical and sales-driven. Owing to this one sees less and less of Brand advertising. Most advertising are in the zone of ‘buy me’ rather than ‘why me’.

Q) Tell us about the growth in demand for making more retailer oriented advertisements?


A. Advertising for retailer brands has its own dynamics. It is naturally tuned towards maximizing sales. However, every retailer brand also is a brand at the end of the day. It has to worry about how it is adding unique value to the consumer’s buying process and decision. This is even more important for retailer brands because they ultimately don’t have a product of their own to sell. Focusing solely on the best deals or prices has limited benefit for the brand in the long run, as this increases the pressure on the bottom line.

With the recent explosion of e-tailing brands in the media space, traditional retailers especially in the consumer durables space have also needed to maintain their share of voice. However, to enable them to compete effectively with the mega-spending e-tailing brands, they do have to identify a unique reason “why” for themselves and ensure that they communicate beyond just deals and offers.

Tags Network Advertising Vinod Nair Vijay Sales e-tailers

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space