Our Insights

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E-COMMERCE

Key tactics move consumers from shopping to purchase

By Shradha Jadhav
Account Director
Millward Brown
Shradha.Jadhav@millwardbrown.com

Shopping is an unquenchable craving for many. Online shopping has almost become an addiction for quite a few, especially for those who live in major cities and own a smart phone. Some satisfy the thirst for shopping by selecting many items online and leaving them in the cart; some also indulge in “showrooming,” shopping a physical store but purchasing online.

Physical stores across most categories have taken a hit from the major e-commerce brands like Myntra, Jabong, Amazon and Flipkart, which often offer huge discounts. And of course, online shopping has advantages other than price, including convenience, flexibility of shopping and researching anytime and anywhere.

But whether a brand operates physical or virtual stores – or both, the key challenges are getting the shopper to your brand and then moving the shopper along from research and browsing to purchasing. Here are four simple tactics to nudge shoppers along the path to purchase:

  • Set frequent reminders via SMS: Have you forgotten any items?
  • Create buzz: Big discounts on must-have products. - Show savings: Item was this price, now that price, 40 percent off.
  • Be generous: Give additional coupon discounts with minimum purchase.

MEDIA

Marketers must improve response to multitasking and multi-screeninge

By Warish Jain
Senior Research Executive
Millward Brown
Warish.Jain@millwardbrown.com

Indian consumers are increasingly involved in multitasking, driving an unprecedented level of multi-screening on media. According to Millward Brown’s AdReaction 2014 report, Indians spend on average around 162 minutes and 95 minutes per day, respectively, accessing smartphones and laptops, and 96 minutes watching TV. Additionally, Indians multiscreen 91 minutes of their 96 minutes of TV viewing time, and 39 percent of people media mesh, texting while watching a video, for example.

Marketers recognize the importance of multiscreen campaigns, but most are not really investing in this area. A report from the US-based Association of National Advertisers predicts that half of all marketers will spend on multiscreen campaigns in next three years, compared with only 20 percent today. More importantly, 88 percent of marketers, compared with 48 percent today, will advocate using multiscreen.

While marketers are aware of the need to optimize investments for maximum impact this does not reflect in their media choices. Millward Brown’s CrossMedia© studies of brands in India suggest that while TV is an effective medium, marketers waste precious resources on it by allocating money to campaigns delivering much higher frequencies than optimum. The same money invested on other media could have delivered a better impact on brand KPIs.


CONSUMERS

Seniors in young market offer silver opportunity

By Binata Banerjee
Account Manager
Millward Brown
Binate.Banerjee@millwardbrown.com

In many western countries the population is aging fast and represents a substantial older consumer base for brands. Although India is still fairly young, senior citizens are a group of considerable size for brand marketers to consider.

Now in their 60s and 70s, these people have passed their needy and speedy years. The Indian grandmother and grandfather have both time and money. But are brands leveraging this silver opportunity? Not really, and consider the possibilities.

Today’s youthful seniors are mentally prepared to reside in senior communities where they can lead independent lives. Why not lavish these facilities with world-class features from the real estate brands? Seniors want to keep working. Why not have a job search website where they can seek suitable work?

The silver luxury domain is still unexplored. Many people of this age desire – and can afford – luxury. The trick is to create functionally beneficial luxury for them. Also tourism brand communications can look beyond their regular targets. Seniors seek properly packaged tours that attend to their particular needs. And the opportunities for world-class geriatric products and services are obvious. What are brands


INCLUSIVITY

Helping the differently-abled brands can help themselves

By Saloni Sabnis
Senior Research Executive
Millward Brown
Saloni.Sabnis@millwardbrown.com

Imagine a scenario where public places like temples, beaches, cinema halls and railway stations were out of bounds for you. Sadly, this is a reality for the millions of people in India who are differently-abled. But brands can help turn this reality around. Helping differently-abled people is not only a great way to help society, but also to build brand equity.

In one example, H&R Johnson, an Indian bath tiles brand, launched an initiative called the Red Ramp Project to help the differently-abled access places like Kiri Beach in Goa, where a ramp made with the brand’s tiles enables people in wheel chairs to reach the sand and sea. Employing differently-abled people is another way in which brands can empower them and also build their own equity. People start perceiving such brands as socially responsible, which generates goodwill.

Featuring the differentlyabled in advertising is another approach. As a person in a wheelchair, how would you feel looking at perfectlyabled people advertising your favorite brand? Would it speak to you as much as say, someone using crutches? Being more inclusive of people with special needs can help these individuals, build a more compassionate society, and elevate brands.


ENGAGEMENT

Engage with consumers as if forming friendships

By Siddhanth Hoskote
Account Manager
Millward Brown
Siddhanth.Hoskote@millwardbrown.com

Close to half of all Indians are less than 30 years old and a vast majority have virtually grown up on Cadbury’s chocolates and Maggi noodles. They’ve guzzled Old Monk Rum through college with that trusty Nokia handset at their side, and today they can’t do without Facebook, Twitter and Whatsapp to let the world know what they’re all up to.

It really isn’t that surprising that our relationships with some brands are like our relationships with very special people in our lives. Just as there is always someone we want pour our heart out to when we’re upset, there almost always is a brand people connect with when there is no one to talk to. And just as we all look forward to celebrating our successes with our loved ones, some brands invariably have a part to play in those special moments.

It follows that how we interact as people is a good model for the relationships built between a brand and its customers. When relationships are threatened, talk to your customers, clarify misunderstandings, own up to your faults and apologize. Build trust – the bedrock of all relationships. Woo customers and bring the magic back into their lives!


MARKETING MIX

E-commerce is booming, but it’s not the only channel

By Kaveri Kshirsagar
Senior Research Executive
Millward Brown
Kaveri.Kshirsagar@millwardbrown.com

No one can ignore or overlook the sudden boom of the e-commerce in the last few years. With the ever-increasing number of websites selling everything from furniture to groceries, electronics to designer clothes, there is almost nothing that cannot be bought online today. So while retailers are going all-out in pushing consumers on the online (even mobile) channel, a point worth considering is the customer’s preference for conventional retail channels.

In this period of increasing competition, brands need to understand how consumers are using these channels. Consumers see every channel as a solution for their varied needs in different situations. Understanding how consumers select among diverse shopping options is critical for modern-day marketers in arriving at an optimal channel mix for building and sustaining a loyal customer base.


PURPOSE

Marketers advance social causes relevant to brands

By Sujit Gupta
Research Executive
Millward Brown
Sujit.Gupta@millwardbrown.com

Driven by changing consumer expectations and a desire to participate in advancing the common welfare of India, marketers increasingly support social responsibility initiatives that that are relevant to their brands.

In a recent campaign, Ching’s Secret, a Chinese food popular in India, collaborates with Yash Raj Films on short video for the Akshaya Patra Foundation, which provides school lunches. The video asks people to donate a small amount that will feed a child for an entire year and help ensure that hunger does not prevent children from getting an education.

The popular video is just one example of the many brands that have come forward and showcased their support for various social issues prevalent in India. Branding with a social purpose or a cause not only enhances the brand image but also extends awareness for the cause beyond the target audience.

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