Beauty brands have been able to successfully map this trend by working with influencers and through online tutorials. Plus increased personalisation, which pushes premium products based on past behaviour, has helped. However says K V Sridhar, founder-chief creative officer of HyperCollective, personalisation is nothing new, nor is it a digital phenomenon alone. “Indian consumers were always aware of personalisation. For them, it meant looking at convenience and aspirations that matched their expectations. It was their emotional equity with a brand that influenced their loyalty. Personalisation was once associated with the service economy however, now it is more about experience economy,” he adds.
The demand for a personalised experience, according to many, is what is fuelling the omnichannel shopping ecosystem and an ‘everything-everywhere’ mindset among consumers. N Chandramouli, founder, Trust Research Advisory says as there is higher disposable income, even smaller cities now have access to premium brands. However, what is missing is the brand’s adaptability to these trends.
“They (brands) are looking into a mirror but not willing to look outside the window where their consumers live. As a result, the strategies are singular,” he says. The big change he says most brands are still blind to, is the sharp difference in consumer behaviour among people living within a few kilometres of each other.
Gone are the times, when you could approach a state with a single strategy of positioning your brands. “Neighbouring cities are no longer same. What may work in Coimbatore might not in Chennai. Brands need to be consumer centric and not tier I/II/III centric,” he adds.
will have to look at the emerging megatrends as part of their brand strategy, feels Pandit. “Brands need to know consumer’s priority. There has to be curation and personalisation. The more experiences you offer, the more you will touch the heart of a consumer. Further, anything that will save a consumer’s time, and be readily available is going to be a winner,” he adds.