Retail marketing

Retailers will continue to realize that they need to connect with users on multiple channels and touch points simultaneously or even interchangeably.

In 2014, more retailers will give customers the ability to interact and complete transactions on their own terms. In other words, if a customer wants to view an item online, purchase it using their phone, and return it by dropping by the store, they can do so in a smooth and seamless way.

Take Pizza Express, for example. The restaurant developed a mobile application that allows diners to view the menu, book a table, and more importantly, pay bills via PayPal. That way, if the user forgets their wallet, or is in a hurry to leave, they can simply settle their bill with just a few taps.

According to the KPMG and IAMAI report, only around 10,000 out of the more than 150,000 pin codes in the country are covered by courier companies. The penetration of courier services is critically important to boost online shopping as deliveries are mostly done through them.

Online shopping accounts for less than one percent of the total shopping in the country. Total global online sales reached $1.22 trillion in 2013. In China alone it was around $200 billion

Internet connectivity and other logistics infrastructure are still a big drag. This makes servicing in smaller towns a bit challenging.

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What is Brand Activation:

It's about engaging consumers at an emotional level and driving them to take action.

Brand Activation a relatively new "term" in the industry, there is much debate around the exact definition of Brand Activation. It's pretty simple really; it's all about bringing the spirit of brands to life. The objective of Brand Activation is to make brands active in their markets, building their reputations along with results. Most fundamentally, brand activation contributes in creating trust between the customer, the society and the brand (i.e. company). And trust is one of the key factors to create loyalty between consumers and brands.

"Brand Activation a natural step in the evolution of the Brands"
Brand Activation, is the Marketing/Brand activity that enables the consumers to live the life in the Brand Way. Every brand has a core identity and extended identity. The brand also stands for proposition. You take the brand identity and the proposition and blending those two you develop a brand activity/program in which the consumers get to live their life in the way the brand promises life to be.
Lets have an example to clarify brand activation.
Example can be the LUX beauty contest. Lux is a beauty soap. its proposition is to increase your beauty and the brand personality is the young successful beautiful women. The brand identifies itself with beautiful celebrities, i.e. film stars like Aishwaria Rai of India. combining all these brand elements you develop and implement Lux beauty contest. you select the most beautiful girl of the nation and she gets her crown from Ash. She wins loads of prizes from LUx, gets her cosmetics and other beauty products courtesy of Lux and lastly she gets selected for the new-face of next upcoming film of Yash Chopra as the new debutant. If she really can prove herself then the tinsel-world is all hers and she becomes a STAR. So you are taking an ordinary girl and making her a star courtesy of Lux. This is Lux Brand Activation. Making one girl live the life in the Lux way while stimulating the aspirations of million other girls, who dreams to be the star. they start to think "if she can be star why not me". Well not every girl who uses Lux becomes star but they strive to be. At the end of the day, all this is done to increase brand sales, awareness and loyalty.