MediAvataar's News Desk
Hicare, India’s leading Pest Management Solutions Company and premier home care brand today announced its partnership with Google’s Great Online Home Festival (GOHF) 2015 in keeping with its vision of providing Indians a healthy, hygienic, pest-free home and work environment.
Commencing 18th July the festival will feature best deals from real estate, home care and home improvement brands all together on one platform ending 27th July. Hicare will feature their “The Big Monsoon Offer” for its range of pest management services to keep homes free of Cockroaches, Termites, Rodents, Bed Bugs, Wood Borers, etc during the ongoing monsoon season.
“At HICARE we believe in constant customer centric innovation, and are happy to associate with Google and be part of GOHF. As more and more customers are searching online for their home service needs, Hicare aims at providing expert, hassle free services at a click of a button. GOHF is a great platform further with its focus on ‘home’ and taking from the earlier Shopping Festivals success. We are glad Havas Media helped us finalise this association and put us on board. We look forward to this Saturday”, said Himanshu Chakrawarti, Chief Executive Officer, Hicare.
Having a pan-India presence with a roster of clients across industry Hicare has moved to being a holistic Pest Management Solution provider driving best practices in the pest control industry. Hicare is India’s only HACCP certified Pest Management Services Company. The HACCP International certification mark means its products are child safe, pet friendly and safe for use in the food industry.
Extra spending generated by digital to double
In Contactlab and Exane BNP Paribas projections, clients with digital identities will exert an influence over half of all global sales for any brand. The contradistinction between boutiques and online stores already need no longer apply in today’s world and as we move towards the future, the success of a brand will depend ever more on its capacity to integrate its users’ digital profiles with their actions across diverse sales channels.
It is a joint study by equity research firm Exane BNP Paribas and Italy’s provider of customer engagement solutions through digital direct marketing ContactLab. This third edition of the report estimates that between today and 2020 the luxury goods market is set to grow significantly, with digital’s influence on total sales volume rising to 50%.
A transformative process is underway in the luxury industry with an entirely new paradigm emerging: digital contactability. As early as 2014 it sustained a quarter of sector turnover and is set to be a key growth driver across the industry, going on to impact 50% of revenues by 2020. Implicit in this development is the rise of e-commerce, which is predicted to increase as much as threefold on today’s size.
Over the next five years, luxury brands will get to know virtually all of their customers by name: in fact, customers who have digital identities will represent around 90% of each brand’s user base, between those who are registered users (45%) and those clients contactable through email or push notification (41%). The actions of these users will in turn influence over half of brand global sales revenues.
The development of digital assets in conjunction with the adoption of an evolved digital customer engagement strategy is crucial then to determining fashion brands’ success or loss of competitiveness. This in itself does not signify the impending obsolescence of brick and mortar stores, but rather the contradistinction between a physical presence and online sales will no longer make sense. Digital contactability is and will continue to be the key factor in unifying the physical and the digital in a relationship of mutually valuable exchange.
Today e-commerce, accounts for around 6% of global brand turnover, which is significant in itself, signifying an increase of over 50% on 2013. From here to 2020, according to diverse models, that number is set to grow to at least double and likely treble current volumes: come 2020, e-commerce is predicted to amount to 18% of total brand revenues. However, this is just the tip of the iceberg: cross-channel customers are really driving forward the market and, by increasing their own expenditure year-on-year, will progressively impact global expenditure.
"If we look at retail turnover we can see that only a quarter of it stems from digitally contactable users; the other revenue is generated by anonymous users (another quarter) and users who are registered but who cannot be contacted for one reason or another,” explained Massimo Fubini, Founder and CEO of ContactLab. Thanks to research such as this, we also know that digitally contactable users spend around 20 to 30% more both online and in-store: if brands learned to identify and make contactable this anonymous “block” it would unlock hug revenue-generating potential. To do so however one needs to use evolved digital contact tools which enable strategies of engagement and loyalty-building and allow upselling to these customers".
The state of the art reveals a picture that is rapidly changing, where the number of customers who are registered and digitally contactable continues to rise. These consumers are high spenders both in-store (+16% compared to unregistered users) and cross-channel (+60% compared to those who only shop in-store) and whose average spend on luxury goods increases year-on-year (from 30% in 2011 to 37% in 2014).
What emerges then is a user profile that effortlessly shifts between the physical and digital and which draws few distinctions between the two areas. To distinguish themselves from the competition in the eyes of these users, brands will need to better satisfy their needs, make their lives easier and make the relationship ever more personalised. The continuing relevancy of POS will depend then on the integration of customer digital profiles with their in-store actions. Even today this is apparent in the diffusion of the ROPO (Research Online, Purchase Offline) phenomenon, practised by 60% of consumers and set to rise to 80% in Exane and ContactLab forecasts. This phenomenon should be seen as a wake up call for those brands who have not yet become fully established in or who have still to complete their penetration of the digital world: the risk is to remain on the sidelines of this highly-competitive arena.
ContactLab and Exane analysis, which looked at the market and its revenue from an integrated, multichannel perspective, hints at a doubling of forecast revenues generated by users whose have a digital identity. In particular, the extra spending directly attributable to digital customers in 2020 will impact approximately 15% of the turnover of luxury firms, coming from 5% of customers in-store, 6% of online customers and 3% of cross channel customers.
"Given the disruptive impact of digital evolution for luxury companies”, explained Marco Pozzi, Senior Advisor to ContactLab, “digital strategy should increasingly be guided by senior management with implications across the rest of the organization and also on revenue, profit attribution by channel and on the logics governing the reallocation of marketing budget from offline to digital".
To realize these projections, three different methodologies were employed: two based on linear regression (singular and multiple) and the third on a Gaussian curve. Whichever way one analyzes the market, the penetration of e-commerce and the impact of digital are on the rise.
“To say that luxury markets will be responsible for an increasing percentage of growth is rather common. What’s less common, and more precise, is to say that the entire luxury industry is radically shifting as happened in the past with the travel and Financial Services compartments. – says Luca Solca, managing director Equities Sector Head – Luxury Goods di Exane BNP Paribas. Physical points of sale will remain fundamental and indisputable assets, however, development and adoption of digital competencies will be a necessary condition for brand survival.”
Such is the work of ContactLab and Exane as they continue development of the Digital Competitive Map, a proprietary tool which uses 66 quantitative parameters to measure a brand’s capacity to engage its users, providing a comparison with other sector players.
Pernod Ricard India, the largest multinational alcobev company in India has appointed Lowe Lintas Delhi as its brand communication partner.
The agency was shortlisted after a multi-agency pitch. Lowe Lintas Delhi will be the second agency which will work on the wide portfolio of brands in a dual agency format.
As the creative partner, the agency would be handling the mandate of some of the leading brands marketed by Pernod Ricard India including Absolut, Blenders Pride, Nine Hills among others.
Sharing his views on appointing the agency, Sumeet Lamba, Executive Director Business Development, Pernod Ricard India, said, "We are delighted to be associated with Lowe Lintas Delhi who will partner us in our journey ahead for some of our core brands. The team showcased their ability to think in a very non-linear way and that’s what made the selection decision easy for us, we look forward to harnessing Lowe Lintas’ expertise to make sure the team delivers some amazing work.”
Commenting on the win, Naveen Gaur, President, Lowe Lintas Delhi said, “It’s a very exciting and challenging category but the more thrilling part is working with Pernod Ricard India. They have a bouquet of some iconic brands like Absolut and Blenders Pride and our task will be to take the brands further in a very unique and a disruptive way. We are really looking forward to our association with Pernod Ricard India to create some outstanding and out-of-the-box work.”
Pernod Ricard India (P) Ltd. is a fully owned subsidiary of Pernod Ricard, France. In India, it is the largest multinational alcobev company with a business spanning the entire length and breadth of the country. With leading brands in each segment, Pernod Ricard India holds one of the most comprehensive and premium portfolios in the industry led by Indian whiskies such as Royal Stag, Blenders Pride and Imperial Blue, along with the home-grown wine sold under the brand name Nine Hill and Indian vodka - Fuel. The company also distributes some of the leading international brands including Chivas Regal, Seagram’s 100 Pipers, Ballantine’s, The Glenlivet and Royal Salute Scotch whiskies, Jameson Irish whiskey Absolut Vodka, Havana Club rum, Beefeater gin among white spirits category, Martell cognac, Jacob Creek wine, Kahlúa and Malibu liqueurs and G.H. Mumm champagne.
One of India’s fastest growing multi-platform entertainment networks, Viacom18 has announced its new digital business, Viacom18 Digital Ventures bridging traditional broadcasting and digital innovation.
Viacom has handpicked Gaurav Gandhi, an industry expert from within organization, as the Chief Operating Officer of this venture. His new role is effective 1st August 2015. Gandhi has earlier served as the Group Chief Operating Officer at IndiaCast Media Distribution (a TV18 & Viacom18 venture).
The decision to start a new line of business comes in light of the organization’s strategy to develop a convergent digital media platform for evolved consumers and marketers.
On the announcement of Viacom18 Digital Ventures and the key appointment, Group CEO, Sudhanshu Vats commented, “Broadcast industry is growing rapidly, and digital content, delivery and access are the new green shoots. We are looking to leverage the interception between a highly digital audience and the current content offerings. Gaurav’s rich experience in media, keen understanding of digital, strong base in distribution and his entrepreneurial instinct have made him our obvious choice”.
Says Gaurav Gandhi on the new role, “I am very excited about this opportunity of building out a consumer facing digital business for Viacom 18. With the ever changing media landscape, fast growing high-speed internet access and explosive growth in video consumption across screens, there could not be a better time to move forward in this space. We at Viacom 18 want to be the forefront of this digital convergence with our products & content offerings”
Gaurav Gandhi, who has a rich & diverse experience in media & broadcast sector, joined Viacom18 as Chief Commercial Officer & Head of International Business in March 2010. His previous stints in leadership roles have been at NDTV Imagine (Executive Vice President - Business Operations & Content Sales); Star TV / Star Group (Vice President, Commercial & Business Planning); Turner International India and Madison Communications.
Data and technology among the biggest pain points for marketers
New report applies ‘migraine rating’ to marketing challenges, while also prescribing remedies
Dealing with data, IT bottlenecks and lack of time for optimisation are among the challenges which cause the biggest headaches for marketers, according to new research published by Econsultancy and SmartFocus today.
Digital technology and changing consumer behaviour have created a near infinite number of opportunities for marketers to reach and engage customers, while also creating a whole host of new problems for marketing teams to wrestle with.
Marketing Pain Points and How to Overcome Them, produced in partnership with SmartFocus, ranks 17 pain points experienced by modern marketers, with a diagnosis and suggested remedy for each problem.
As well as analysis by Econsultancy, the report contains insight and advice from a number of leading marketing experts who prescribe advice on how challenges can be overcome and headaches mitigated.
Each pain point has been given a ‘migraine rating’ based on the percentage of marketers who rate a challenge as a ‘4’ or ‘5’ on a five-point headache scale.
The research is based on a survey of more than 500 client-side marketers carried out between February and March 2015.
As well as remedying the 17 pain points, the research digs deeper into a variety of paint points relating to different aspects of marketing.
The 10 pain points with the highest migraine ratings are:
-) ‘IT and web development teams are a major bottleneck.’ 54%
-) ‘There is no time to test and optimise campaigns.’ 47%
-) ‘I’ve always wanted a single customer view, but haven’t been given the time, budget or IT resources to build one.’ 42%
-) ‘I can’t keep track of customers across different channels and on different devices.’ 41%
-) ‘I don’t have enough budget / my budget is decreasing.’ 41%
-) ‘I’m struggling with multiple data sources.’ 40%
-) ‘I have trouble defining attribution and assessing the touchpoints required to convert a customer.’ 40%
-) ‘I struggle to prove the ROI of marketing activities.’ 39%
-) ‘I’m in a battle to keep up with marketing technology.’ 33%
-) ‘Finding marketers with the right skills is a nightmare.’ 30%
Bola Awoniyi, Research Analyst, Econsultancy, said:
“The increased connectivity of the consumer really has created a multitude of opportunities for marketers but the workload and array of challenges has become greater. The aim of the research is to identify common stumbling blocks and, more importantly, help marketers to alleviate these headaches for the benefit of themselves and also their organisations.”
Jess Stephens, Chief Marketing Officer of Smartfocus added:
“The research shows a key challenge for marketers lies in gathering their disparate data to create that elusive single customer view. However, if marketers focus on a single marketing view of the customer, they will be able to create segments of one and market to the individual, which is key to truly effective personalization and contextualization.”