Page 107 - Nov- Dec 2024
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TIO: Ketan bhai, which state in India is the best products, especially those for vision correction,
for your marketing? still benefit from the expertise of opticians.
Combining e-commerce with professional
Ketan Parikh (KP): Undoubtedly, the Tier 1 and consultation works well, but I would always
Tier 2 cities of India are the best. Mumbai, New recommend visiting an expert for vision testing
Delhi, Bangalore, Kolkata, Hyderabad, Chennai, over online methods.
Ahmedabad, have been key areas, but I believe a
significant portion of the growth is also coming TIO: So, how do you strike the right balance
from other cities, like Surat, Amritsar, Chandigarh, between traditional retail, e-commerce, social
Lucknow, Kochi and others that are growing media, and experiential marketing?
rapidly. I’m sure there is even more potential in TB: It’s about fine-tuning. While 90% of sales
these places as people’s aspirations rise, not just come through brick-and-mortar stores, we still
in the metro cities but also in the emerging cities. need to invest in e-commerce, social media,
So, the growth is coming from everywhere. and digital ads to drive traffic to physical stores.
TIO: You’ve been involved in digital We focus on providing educational materials
transformation within marketing. What are for our retail partners to help them attract
the most significant changes you've seen in and serve clients. Traditional advertising like
consumer behaviour and expectations over the TV or magazines has become less important;
past few years? the bulk of our marketing budget now goes
to social media and digital ads. This strategy is
TB: One significant change is that consumers adjusted depending on the market and available
are now accustomed to digital tools in their resources, ensuring we target the right audience
everyday lives. They expect the same ease effectively. Each market requires its own
of interaction with businesses, especially approach to find the ideal balance.
when it comes to B2B and B2C services.
To meet these expectations, we’ve made TIO: How do you leverage your global
substantial investments in updating our digital experience to identify opportunities in emerging
infrastructure. This includes improving platforms markets? Can you share an example of a
like MyMarchon.com, a global customer portal for campaign you spearheaded in an emerging
placing and tracking orders. We aim to ensure it market that yielded significant results?
remains cutting-edge as digitalisation continues TB: Well, we rely heavily on the people on
to evolve. the ground in these markets. We can make
In terms of B2C, eyewear has traditionally assumptions, but at the end of the day, it's the
lagged behind other fashion and accessories in people in the market who educate us about
e-commerce, as consumers struggled to find what’s required. One of the discussions we had
the right frame or face fit online. Initially, return during this trip was about the use of local talent
rates were as high as 70%, as customers often in communication and imagery in stores. For
realised the frame didn’t fit until after trying it on example, we've had similar conversations with
in person. However, two key factors are driving our colleagues in China and Korea about the
change: technology, especially virtual try-on use of global versus local celebrities. Many of our
features, and the impact of COVID-19. During the partners often use global celebrities, but others,
pandemic, consumers became more comfortable like Calvin Klein, have a strategy of using local
buying eyewear online, increasing e-commerce talent in markets like India. We want to make
sales from around 5% to 12-13%. Although this is sure we are as integrated as possible.
still behind apparel, where e-commerce sales TIO: Is there any particular campaign you
often reach 20-25%, it shows that consumer spearheaded in an emerging market that yielded
behaviour is evolving. significant results?
While this is a positive trend for sunglasses TB: Ketan, you need to help me with that
and fast fashion eyewear, I believe optical question because I think I’m missing a specific
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