© Provided by Financial Express As the retail format has evolved, so has holiday shopping as a hybrid.With the current holiday season, online furniture and interior design products are engaged with customers through various channels and marketing campaigns. The post-pandemic space has resulted in a hybrid retail model that embraces omnichannel. "Our number of studios has doubled to 200 stores. When the pandemic ends, everything will return to normal. We will see people celebrating with their families and coming together as a community," Pepperfree Marketing Vice President Navin Murali told Brand Wagon Online.
The company said it is following this all-inclusive Diwali marketing strategy. This means traditional media such as out-of-home (OOH) and TV are used to build brand narratives, while digital media is used to drive conversions and brand stories. "Traditionally, our campaigns have focused on the pepperfree market, but now we're taking an omnichannel approach for the first time," he said. According to the company, as the Indian furniture market is concentrated in Tier 1 and Tier 2 cities, traditional marketing channels will have greater reach, especially in key markets. Our campaign will appear everywhere, including on buses, subways, taxis. While traditional media accounts for the bulk of ad spend, the company said digital media will get a share of the quota, but declined to give details.
With the campaign, the company wants to address the 25- to 45-year-old group of consumers. As part of its strategy, it plans to launch digital movies for cricket matches and telecasts on over-the-top (OTT) platforms like Hostar.
Living rooms, bedrooms and dining rooms are the top selling categories this holiday season. During the Covid-19 period, new categories such as working from home that did not exist before have seen sales growth in the last 14 months, the company said. According to the company, other new categories such as pets may attract more attention. Murali added that the business has played a major role in boosting sales.
Also Read: PepsiCo India Targets Urban Millennials With Breakfast Made From Quaker Oats Cereal
Follow us on Twitter, Instagram, LinkedIn, Facebook.