News : Bata Targets the Customer Experience
Gurgaon, India, July 13, 2017 -- Bata, the shoe brand, believes that the customer experience is central to its future success and is investing accordingly in both offline and online channels.
"We recognise that a good customer experience turns a casual customer into a loyal one," Anand Narang, VP, Marketing, Bata India, told Exchange4Media. "The consumer experience is therefore regularly measured for continuous improvement of our store-service."
Bata has doubled its advertising budget for 2017 and recently launched a new TV campaign – 'Me. And Comfortable With It' – aimed at modern Indian women, but "our lead medium of communication is our store experience", Narang stated.
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"We are investing in creating breathtaking store windows where we are showcasing our latest flagship collections," he added, as well as "introducing trained stylists to recommend collections [and] enhancing in-store music."
But no brand in modern India can rely solely on what takes place in bricks-and-mortar locations. Online channels also have to be addressed and, accordingly, Bata has started offering an omnichannel experience, as more and more consumers research purchases online before buying .
Consumers are able to buy online and pick up shoes in store or even reserve online for subsequent store trial, Narang explained.
And as it looks to reach younger consumers with new sub-brands, Bata is looking to engage this demographic via social media, with a range of content from wardrobe curation posts to competitions.
"We are also tying up with popular youth portals like PopXO to create engaging store activities where fashion influencers create some of the best looks for modern Indian consumers using our new designs," said Narang.
Posted by Veronica Silva Cusi, news correspondent
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About Bata (India):
Bata is a shoe brand.
Published: Friday, July 14, 2017
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