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Bidyut Nath
Head- Customer Loyalty & Analytics
Titan Industries
On Digital Marketing in their current strategy.
Digital marketing forms a very important part of our strategy especially as the costs of direct mailers are high. The online marketing team works and sends out E-mailers and SMS’s to the customers. Titan has a large loyalty base of six million active customers and almost 12 million old customers. We are now focused on collecting relevant data from customers in terms of customer birthdays and customer anniversaries. We are also using online media as a medium for our campaigns which directly helps us create a relationship with the customer. Since it is a common program across all the brands, digital marketing creates an experience for the customer where a customer can think through or experience Titan as a brand, not only as an eyewear brand or a jewelry brand or watch brand. For example, we are tracking birthdays and anniversaries of the customer and each of them receives personalized communications on their big day and this can be in terms of the kind of movies they like, kind of songs they would like to hear because this is the kind of database we collect and we send a specific, relevant CD to that customer on his/her choice. On Facebook we have shaped a custom audience so that we understand who is my encircle member base on social media leading to specifically broadcasting relevant ads to these customers. In terms of approaching the customer we are using tabs or collection of data in a soft form in a way from stores. We are just starting a process where all the area stores, for the last one year in fact all the area stores have been collecting data over there tab. ‘World of Titan’ –the watches store is now starting a process where 100 stores data is being collected real time, this helps in reaching the customer immediately and creates a better experience. In the long term we also plan to have our own Facebook page and other front channels where we can engage with the customers directly.
“Titan has a large loyalty base of six million active customers and almost 12 million old customers. We are now focused on collecting relevant data from customers in terms of customer birthdays and customer anniversaries.”</blockquot
