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The Role of BTL in Omnichannel Marketing: A Winning Combo!

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Within the fast-paced retail landscape, brands must go beyond traditional marketing channels to draw consumer eyeballs. While digital campaigns dominate the scene, Below-the-Line (BTL) activity remains a part of omnichannel strategies. BTL activities produce deep, real-life brand experiences with digital touch points, thereby enhancing overall experience for customer. What is Omnichannel Marketing? Omnichannel marketing is the synchronized combination of several channels—both physical and digital—to create a unified brand experience. It ensures that customers receive the same message each time they engage with a brand in physical stores, social media, mobile apps, or through email. Why BTL is Important for Omnichannel Success 1. Bridging the Online-Offline Divide BTL activations like in-store promotion, experiential activation, and live demonstration create natural offline interactions that complement online ones. A customer might discover a product through a social media ad but buy i...
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Top 10 Retail KPIs You Must Monitor to Succeed

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In today's rapidly changing retail environment, data-informed decision-making is the secret to long-term success. Monitoring the right Key Performance Indicators (KPIs) allows brands to track store performance, find areas of improvement, and streamline operations. With a small boutique or a big retail chain, keeping an eye on these critical KPIs will keep you one step ahead of the competition. 1. Sales Per Square Foot Sales per square foot is an important measure that determines how effectively a store is making use of its space to earn revenue. A greater number suggests that the product placement, merchandising techniques , and store layout are operating efficiently.  2. Conversion Rate Having foot traffic is desirable, but more important is how many shoppers actually turn into customers. A conversion rate shows the store's capability to make browsers purchase. Having a lot of foot traffic and low conversion means there is probably something wrong with the prices, products off...
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Location: Mumbai, Maharashtra, India
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Why Retail Merchandising Isn't Just Aesthetic — It's Strategic

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The next time you enter a retail store and find a well-laid-out shelf, colorful product displays, or an end-cap full of bestsellers, it's quite easy to catch yourself thinking, "This looks good." However, what's occurring is more profound than it appears on the surface. Retail merchandising , too easily confused with merely visual layout, is truly an influential strategic weapon that directly and measurably affects consumer action, velocity of sales, and brand performance. The Psychology of the Shelf Consumers decide in seconds. That's why product visibility, shelf position, and category flow aren't by chance — they're by design. Strategic merchandising employs consumer psychology to drive purchase choices. For instance: Eye-level positioning maximizes the likelihood of impulse purchases. Placing complementary items together maximizes basket size. Out-of-stock monitoring and rapid replenishment prevent brands from losing a sale. What appears to be a basic ...
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Location: Guwahati, Assam, India
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What Field Staff Taught Us About India's Retail Pulse

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Uncovering insights that only on-ground experience can reveal Indian retail's heartbeat doesn't resonate with spreadsheets or strategy sessions—it beats from the shop floors, packed counters, and day-to-day interactions among salespeople and store owners. Data may predict trends, but it's the ground-level voices that give them vitality. At the heart of this living, breathing entity are the thousands of field professionals who engage with retailers and customers on a day-to-day basis. These are not only doing tasks; they are cracking consumer behavior codes, establishing credibility with shopkeepers, and signaling vital feedback in real time. Through them, we get a glimpse into India's constantly changing retail tastes—and these findings are building the next chapter in in-store success. Beyond Dashboards: Insights from the Ground Data informs you of the "what." But it's the individuals in the trenches who discover the "why." Why a product remains...
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Location: Chennai, Tamil Nadu, India
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Why GT Stores are the center of India's Retail Market

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General Trade (GT) shops, or commonly referred to as kirana shops, have remained the pillars of India's retailing industry for decades now. Even with the sudden growth of Modern Trade (MT) outlets and online retailing, GT shops remain in dominance of India's retail sector with their spread touching almost 80% of India's overall retail market. Their well-established presence, personalized service, and adaptability cannot be substituted by the ever-changing dynamics of the retail sector. 1. The Unique Reach of GT Stores There is a GT store in all the nooks and corners of India, both in metropolitan and rural areas, with a wide reach even among the remotest villages. Boasting more than 12 million kirana outlets, their distribution network outflanks modern grocery stores and the internet. GT stores serve day-to-day purposes of the customer with the regular goods in metropolitan high-rise and rural homes alike. ✔ Hyper-local presence: Within walking distance for the vast majori...
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Location: Chennai, Tamil Nadu, India
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Voices from the Floor: What Our Beauty Advisors Want Brands to Know

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Beauty advisors are usually the behind-the-scenes heroes of retail—standing at the frontlines, representing brands, advising customers, and ultimately converting. At Love In Store , we communicate with thousands of beauty advisors in India who do more than bring sales acumen to the floor; they bring empathy, domain knowledge, and understanding of what the consumer really needs. While they talk to hundreds of customers weekly, their voices are seldom heard by the brands they represent. Today, that's changing. We asked our beauty advisors: "If you could say one thing to brands, what would it be?" Their responses share strong insights, real-world feedback, and the personal side of retail success. 1. "Listen to the feedback we get from customers." Our BAs are the direct interfaces between brands and consumers. They listen to unvarnished feedback—be it on a product's scent, packaging, pricing, or performance on various skin types. One consultant in Mumbai said, ...
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Location: Mumbai, Maharashtra, India
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Brand Visibility at its Best!

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In other words, brand visibility is how well your brand is recognized across different marketing channels. For example, a company that presents branded content to its audience once a week is twice as likely to be seen as compared to another company that presents branded content to its audience only once every two weeks. It will be. Brand awareness measures how familiar your audience is with your brand, while brand visibility is how often you communicate with your audience. Companies with high visibility tend to have high notoriety, but this is not always the case. You need a solid brand strategy to get your audience to form an image of your brand after consistent interaction. Why is brand awareness important for B2B? Visibility is essential for B2B marketing because it helps establish authority and trust in the eyes of potential customers. If your first interaction with a customer is after they have started researching your supplier, you have already lost the battle for brand awarenes...
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Location: Chennai, Tamil Nadu, India
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