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Tag: Suhas Misra

  • Channelplay leads the way in navigating the evolving retail landscape & redefining its future

    Channelplay leads the way in navigating the evolving retail landscape & redefining its future

    MUMBAI: In the ever-evolving landscape of retail, where consumer expectations shift and technology drives change, visual merchandising has emerged as a powerful force for innovation. Since its founding in 2006, Channelplay has established itself as a trailblazer in retail distribution and solutions, specialising in sales outsourcing and visual merchandising. By harnessing cutting-edge technology and design expertise, Channelplay enhances customer experiences in remarkable ways.

    In a conversation with Indiantelevision’s Suman Baidh, Channelplay co-founder and co-CEO Suhas Misra highlighted how trends like Generative AI and the rise of digital signage are reshaping the retail environment. It has become essential for brands to emphasize design thinking and collaborate with experts. As retailers increasingly recognise the pivotal role of exceptional customer experiences, balancing creativity and practicality becomes crucial. This exploration reveals the key trends and future directions in visual merchandising, showcasing how leading companies are pioneering adaptability and measurable ROI in this dynamic landscape.

    Edited Excerpts

    On the key visual merchandising trends that you’ve noticed in the retail industry right now

    The theme resonating in visual merchandising meetings—as indeed in meetings across functions—is GenAI. The promise of GenAI is broad and unarguable but how it plays out specifically is something that time alone will tell. The #1 trend therefore is exploring applications that will change both the practice of visual merchandising as well as its potential use in actual retail assets.

    There is a somewhat related trend of more and more signage going digital. The share of digital signage is still low and therefore the coming of an s-curve is almost certain.

    The third trend is the change in the role of retail itself. From being only a channel, retail’s value in creating the ideal customer experience for a brand is becoming more established. More and more brands are therefore incorporating experience stores as an integral part of their plans.

    On creating displays that catch attention & provide a memorable experience for shoppers

    Well, memorable experiences aren’t easy to create, but design thinking is essential. Brands need to loop in architects and designers to create these. For all projects where memorable experience is the objective, we take a brand brief to the great architects we work with and let them ideate. It’s vital for retail marketers to know that the conceptualisation of space is a craft that needs to be leveraged to generate great customer experience.

    On the customers drawn to minimalist designs or  they prefer more vibrant & elaborate displays

    There’s no universal preference that one can have on this. It might be best to connect the customer’s noticing of something—or indeed being attracted to a display—to Jungian archetypes. There’s no wrong or right one, just a spectrum from clear and well-defined to confused and inconsistent.

    On incorporate the use of colours, lighting, and textures to create a visually appealing store environment

    Design is an expertise we respect deeply, And good design is rooted in context. The context for a store environment is the brand—what is its personality? What does it stand for?—and the constraints are spatial. An expert designer is able to optimise between telling a compelling story and having only a specific space to work with.

    On digital and interactive displays change the way stores design their visual merchandising

    This is one of the big shifts. Everything is going digital and visual merchandising is no exception. Digital and interactive displays bring brand messaging in retail closer to how it is on social media, and that’s a very exciting possibility. Yet, there’s no clear playbook for this. Some brands simply use such signage as a screen to display Instagram posts! However, we reckon that such signage—while having synergy with social media—needs to be thought through independently.

    On balancing creativity with practicality when designing displays that drive sales

    Creating displays that drive sales is fundamentally an ‘uncreative’ process! Most of the creative part has happened between the brand and the ad agency. The design of displays that drive sales is essentially about finding the best way to adapt creative thinking to space and respond to the constraints of space. Therefore, this process is more craft (if not science) than art.

    On visual merchandising trends that you think are just a passing fad or see them sticking around for the long term

    There are certain things that have seemed like fads from time to time. Buntings, for example; or one-way film. However, even these, and other such, sometimes fit a particular retail context so well that they just resonate. Therefore, we try and keep an open mind when approaching any retail marketing asset or element, and mostly even what seems like a fad becomes valuable for some context.

    On Channelplay taking to ensure that its retail solutions remain adaptable to the fast-changing retail environment & evolving consumer expectations in the years to come  

    As a company focused on VM, there’s an ongoing effort to stay abreast with all the changes. Our team regularly scours elements getting deployed in more evolved markets, elements that are getting manufactured in China, and indeed new technology that can birth new elements together. As consumers have a reactive relationship with visual merchandising elements, the effort is to evaluate things and possibilities on the supply side.

    On Channelplay ensuring a measurable ROI for clients using its sales outsourcing & visual merchandising services & tracking the impact on both sales performance and customer satisfaction  

    One of the most direct ways in which Channelplay delivers ROI is through more efficient use of retail marketing budgets. Our platform tracks inventory and deployment on a real-time basis leading to huge cost-savings on the fabrication side (often larger savings than the entire budget allocated to Channelplay!)

    Numerator increases in ROI is a collaborative exercise with clients and again our tech platform used by our visual merchandisers is able to give visibility to marketers to run correlations faster, leading to superior response times and therefore an ever-improving ROI. 

  • Psychology behind effective visual merchandising: Tapping into consumer behaviours

    Psychology behind effective visual merchandising: Tapping into consumer behaviours

    Mumbai: In the ever-evolving landscape of marketing, understanding consumer behaviour is paramount. Visual merchandising, a vital tool in a marketer’s arsenal, taps into the subconscious cues that influence purchasing decisions. While the digital age has transformed media planning, traditional concepts like primary, secondary, and tertiary media remain relevant. Integrating these concepts thoughtfully into campaign strategies can enhance the effectiveness of visual merchandising.

    The role of media planning in marketing

    Historically, media planning involved categorizing channels into primary, secondary, and tertiary media. This classification helped marketers allocate resources effectively and target consumers through the most impactful mediums. Despite the digital revolution, these foundational principles persist. Visual merchandising, when viewed through this lens, requires a strategic approach to leverage its intrinsic attributes fully.

    Visual merchandising as a medium

    Visual merchandising involves the strategic presentation of products to enhance their aesthetic appeal and influence consumer perception. However, no matter how elaborate or costly, visual merchandising elements are not inherently suited to serve as the primary medium in a media plan. This is largely due to the environment in which consumers encounter these visuals.

    Consider bustling settings like bazaars, malls, or high streets. These environments are filled with stimuli—numerous brands vie for attention amidst crowds of socially engaged consumers. In such contexts, individuals have limited attention to devote to each brand. Contrastingly, when a consumer watches a close cricket match and an advertisement appears during a break, their level of attention is significantly higher. The focused environment of a screen amplifies the impact of the advertising message.

    The challenge of capturing attention

    Assigning primary media responsibility to visual merchandising elements demands an acute awareness of the substantial burden placed on both the choice of elements and the content communicated. The effectiveness of such a strategy hinges on the ability to capture and retain consumer attention in environments where distractions are plentiful. Without this strategic consideration, relying solely on visual merchandising as the main medium can be akin to throwing a Hail Mary pass—hopeful but uncertain.

    Visual merchandising as a secondary or tertiary medium

    Visual merchandising excels when used as a secondary or tertiary medium within a comprehensive media plan. After the consumer has received the primary message through other channels, visual merchandising serves as an effective reminder. By leveraging the natural flow of foot traffic in physical spaces, marketers can reinforce brand messages and prompt action.

    Analyzing customer flow allows marketers to select appropriate visual merchandising elements tailored to specific objectives—attracting walk-ins and driving conversions. For walk-ins, the emphasis is on impact. Eye-catching displays and bold visuals can draw consumers into a store. For conversions, the focus shifts to details—providing information and subtle cues that encourage the consumer to make a purchase. This dual approach utilizes the strengths of visual merchandising without overextending its role beyond its most effective capacity.

    Integrating visual merchandising in the digital age

    In today’s digital age, integrating visual merchandising with online strategies can amplify its effectiveness. For instance, digital signage and interactive displays can bridge the gap between physical and digital experiences. These tools can personalize messages based on real-time data, enhancing engagement and aligning with consumer expectations shaped by digital interactions.

    Moreover, social media platforms can showcase visual merchandising efforts, extending their reach beyond physical locations. By creating visually appealing content that resonates with online audiences, brands can generate interest that drives foot traffic to stores.

    Understanding the psychology behind effective visual merchandising is crucial for tapping into consumer behaviors. By recognizing its role within the hierarchy of media planning, marketers can deploy visual merchandising strategically. When used as a complementary medium, it reinforces messages delivered through primary channels, enhances brand recall, and influences purchasing decisions.

    In an environment saturated with stimuli, the key lies in crafting visual merchandising elements that not only capture attention but also align seamlessly with broader marketing objectives. Through thoughtful integration and a keen understanding of consumer behavior, visual merchandising can significantly contribute to a brand’s success in both physical and digital marketplaces.

    This article has been authored by  Channelplay co-founder & co-CEO Suhas Misra.

  • Carat wins Tzinga business

    MUMBAI: Hector Beverages, manufacturers of the energy drink Tzinga, have appointed Aegis‘ Carat to manage their account.

    The agency‘s Bengaluru office will handle the account.

    Hector Beverages director and co-founder Suhas Misra said, “The category is still under-developed and when compared to similar markets, the future growth potential is massive . We wanted a strong and dedicated media agency who can partner us in our growth plans wrt consumer and media understanding, and we found Carat as a perfect fit.”

    Hector Beverages media consultant Chirantan Chandran said, “We were delighted to see the response we received from Carat on the brief and their huge passion for our business. Their understanding of the brief and the customized media solution recommended by Carat using a combination of insights and cutting edge tools were something we were looking for. We are pleased to have them as a partner and are sure that they would contribute significantly to our business growth.”

    Carat MD Kartik Iyer said, “It has always been our effort to deliver consumer and business focused solutions and services to all our clients across India and are delighted that Hector Beverages found value in our proposal. We are happy to see that Hector Beverages reposed faith and confidence in our cutting edge media solution backed by relevant consumer insights.”

    Carat is part of the Aegis Media India Group that also includes Vizeum, Posterscope, Isobar, the global communications agency with digital at its heart and iProspect Communicate2.