Aims at converting `shoppers into buyers' at the outlet

Our Bureau

"Shopper Marketing is a logical extension to Madison's current offering, since organised retail is a rapidly emerging industry and a critical consumer touch point."

Mumbai, Aug. 10

With the rapid growth in organised modern retail and India becoming the hot new retail destination, Madison has launched a specialist `shopper marketing' consultancy called MASH - Madison Shopper Marketing. Shopper marketing is a new-age marketing discipline that aims at converting `shoppers into buyers' at the retail outlet. It leverages the store as a marketing medium and helps brands and retailers win the battle for the shopper's wallet by developing joint marketing platforms.

As modern retail grows and shoppers become more savvy, the store emerges as a key `moment of truth,' where purchase decisions are made, altered or reinforced. In this context, brands and retailers need shopper marketing solutions that see the store through the eyes of the shopper - a theatre of dreams and not just a piece of real estate.

MASH's Chief Executive Officer is Mr Anand Narasimha, a marketing and advertising professional with nearly two decades of marketing experience. Mr Anand has been focusing on shopper marketing for a while and has acquired experience and skills, both in India and abroad, by working on live projects and through training workshops.

MASH will offer clients transformational shopper marketing solutions comprising its four project pillars - Shopper Behaviour & Insights, Shopper Strategy & Tactics, Shopper Concepts and Shopper Programmes. In addition, proprietary MASH Tools and Learnings will be applied to client projects.

Mr Sam Balsara, Chairman & Managing Director, Madison World, says, "Shopper Marketing is a logical extension of Madison's current offering, since organised retail is a rapidly emerging industry and a critical consumer touch point. We have launched MASH with an eye on the emerging potential of modern retail and in line with Madison's thought leadership in providing specialised communication offerings to clients. MASH will complement Madison's already existing offering in the retail design area, offered by MRP - Madison Retail Paradigm"

MASH will be located at Bangalore, to begin with, and will work seamlessly for clients across India. Says Mr Narasimha , "In our kind of business, the office location is a non-issue. The majority of the time is spent at the relevant stores, related to our projects. Which could be anywhere- from Gurgaon to Ghatkopar, Koramangala to Karihgat."

(This article was published in the Business Line print edition dated August 11, 2006)
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