You must keep your selling instincts aside to win back customers: Anuj Poddar

At the ABP Presents Pitch BrandTalk Virtual Series, Anuj Poddar, Executive Director, Bajaj Electricals, spoke on 'Strategy to bounce back in the heart of customers'

e4m by exchange4media Staff
Updated: May 18, 2020 9:33 AM
ABP News Pitch BrandTalk Virtual Series with Anuj Poddar, Executive Director, Bajaj Electricals

At the recent ABP Presents Pitch BrandTalk Virtual Series, Anuj Poddar, Executive Director, Bajaj Electricals spoke on “Strategy to bounce back in the heart of customers.”

Speaking about how brands could win back customers while they are going through unprecedented trauma, both economic and psychological, Poddar said there was a new normal in place as the world has changed forever.

“People tend to compare this with 9/11 and the economic crisis of 2008, but none of them matches up to this crisis as it has affected every single human being and every single country. The consumer psyche right now is no different from a traumatic child who is deeply scared and doesn't know what is going around for the last 50 days. He/she does not know what they want now, they had a set of stable needs that were getting fulfilled, now their world is upside down.”

“In my view, the first strategy is to engage with these people. These are people with whom we have a relationship. You have to keep your instincts to sell aside to win back customers, just engage with them in an authentic and empathetic way.” He also underlined that to win back customers, brands should adapt their product offering with the utmost sensitivity and proactively reach out to the customers instead of waiting for them to come to the brand.

“Enabling a perception shift among customers is about addressing the mindset of the consumer and building a narrative around that. It has to connect consumers with.your product. To do that you have to clearly know your brand purpose and you have to revisit your pricing and packaging strategies.”

Poddar also spoke about the tone of engagement that brands need to adopt while reaching out to their stakeholders, especially customers. In his view, it needs to be one of genuine empathy. “I think it's very easy to see through brand communication that is not authentic. Also, don't be in that selling mode all the time, don't over commercialise.”

“Also there is enough gloom and doom, you can be real in your communication without adding to the gloom and doom around. You have to create a sense of positivity and that is what people are looking for”, added Poddar.

Poddar was also asked about the marketing mix of Bajaj Electricals and how it would shape up as we move from lockdown 4 to a visibly long term socially distanced setting.

“Conventionally we sell 60-70 per cent through physical retail. Right now that mix is changing and we are also already online, e-commerce platforms etc, now the share of that has gone up and we have to make sure we are present there.”

He also added that in the last month they have blended the physical and the online and created omnichannel or hybrid models.

“We have left it to the consumers to decide whether they want to go to Amazon, Flipkart etc, or to the local store or even come to our website directly. Having done all that, my approach is to stay neutral and let the consumer make that choice.”

When asked about the spike in news viewership and whether it was here to say Poddar said, “There is a spike in news consumption relatively, I think that is natural because people want to follow news about the Coronavirus. I don't think you can extrapolate the current ratings forever and there will be a time when GECs will start shooting and people will start watching soaps again.”

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