SALE – the most clichéd pick-up word that most marketers have been using all this while to allure customers! Our minds trigger a different kind of hormones when we hear the word and our hands automatically start moving towards emptying our wallets. It’s a strange connection, right? Well, the relationship between retail and advertising too is quite action-packed.
It’s a Psychological Thriller
Remember when Bata changed the shoe prices from `400 to `399 and the whole world went crazy? It has remained a classic example of psychological pricing. And, yes! It was a marketing strategy boosted by… drum rolls… ADVERTISING! It was a blockbuster idea. It became popular as “Bata Pricing” and till date, this strategy still works.
Here’s another one – Buy 1, Get 1… FREE! (Professionally termed as BOGO)
Well, there’s a catch, always! Customers feel that they are getting something without paying for it, but it is more like a giveaway for buying the product at its Maximum “Retail” Price. Guess who made BOGO famous? You got it right once again… ADVERTISING!
In short, retail advertisers use various communication tools to spread awareness and influence future customers to consider buying a particular product. Given the current condition, promoting a brand is of paramount importance these days than inaugurating a store. The trend of online shopping has spread like wildfire and there’s no stopping. The psychology of retail advertising has given rise to another term – “Retail Therapy!” That’s a whole different ballgame altogether which we have reserved for later which will be discussed in detail.
It’s a Reality Show
Here’s a fun fact – The organized versus unorganized retail contest in India is more enlightening and entertaining than any other reality show or a family drama movies or daily soaps. Street-hawkers and small stores owned by individuals or families constitute 90-93% of the market. Increased penetration on the digital front is partly why people are shifting towards organized retail and desire to buy branded products. But, these are all numbers which are bound to change every day. But, can you imagine how could have unorganized retail gained so much traction while the biggies are spending millions on advertising their pockets off? Yes! Unorganized retail chose ADVERTISING too! Remember the famous Avis “We are No.2” campaign?
Not literally, but principally, the major part of unorganized retail chose to “Try Harder!”
At 3 Dots Design, we believe in retelling the art of retail through purposeful advertising. The creative campaigns and advertising for some of the retail brands such as Women’s Express (WE), SheNation, and Kaira, were all crafted by the adept creative team at 3 Dots Design and these campaigns garnered a commendable response. All said and done, when it comes to crafting continuous communications in Pune, the only name that clients come across should be ours and that’s a dream we love to live up to. Our love triangle with the brands, ideas and strategy is a never-ending story.