Social media has been a huge focus area and we have utilised this platform to add value to our brand. It is also a great medium for brands like us to get a validation on anything we want within seconds. Given the reach of this medium, the relevance to our consumer and the fast pace of growth, we see this as an integral part of our marketing mix.
There are three pillars to our strategy – the first is brand building, while the second is member servicing. About 60-70 per cent of our members are on Facebook, therefore, it plays an important role for us. The last thing is customer acquisition, which is of course driven by business goals. When it comes to brand building, we use social media, YouTube and a combination of what we do for acquisition and customer servicing.