Croma makes it a 'Moment of Joy' in its consumer engagement initiatives

The electronics chain has organised several campaigns, including two around this festive season, which directly and fruitfully engage consumers in Mumbai, Delhi and Bangalore

Sohini Sen | Mumbai | January 6, 2014

Crowd line up to receive gifts from Croma 'Moments of Joy' van

Croma, the retail electronics retail chain from the house of Tata, is all set to open its 100th store soon. In its seventh year, the brand hopes to grow faster than ever before. To help them achieve this target, Croma has launched a variety of marketing activities.

The brand has organised a 'Moments of Joy' campaign to celebrate and mark the season of gifting. In its second year, the campaign will be executed in Mumbai, Delhi and Bangalore over the coming weekends. A van will ply on marked routes and stop at pre-determined places. There would be a 'push for joy' button at the back of the van, upon pushing which a person will stand a chance to win gifts. These gifts can range from a chocolate to a mixer to a pendrive to a rose.

Ajit Joshi

"As a company, we want to remain engaged with our customers. And the more we involve customers in any activity, the more we can satisfy them in our stores. This way, we can also get to know what they want and what they think is necessary,” said Ajit Joshi, MD & CEO, Infiniti Retail Limited.

Croma had also recently organised a 'Wish tree' whereby a tree was kept in eight different stores across the country. Consumers were invited to put down their holiday wishes – which ranged from blessings to iPhones and television sets. The auditors then chose one lucky winner from each store and gifted them the item mentioned in their wishlist.

Such audience-engagement initiatives are not new for Croma. Earlier, during Navratri, they had organised '10 Commandments'. In that campaign, they discussed with the help of the customers, the 10 evil faces of social media and how to overcome them.

"As a retail brand we have been growing year after year. We have been voted the most admired retailer in the Images award for the 6th time in a row. Last year we grew 29 per cent y-o-y and crossed the Rs 2,500-crore turnover mark. This year, we have already crossed that mark. And all this is possible only with the participation of our largest stakeholders – our customers. We want to change the face of retailing in this country and this is the only way to go ahead," Joshi added.

Participation is not just limited to such activities. On a regular basis bloggers take part in the 'Croma Bloggers Club'. Anyone can walk into a Croma store, try out a gadget and blog about it in the Croma blogging page. Even if someone discovers a new use for any of the products, they are invited to write and review them which helps the company engage with the customer base. This way they also constantly get new technology from abroad for their stores once they know the demand for it.

Croma also organises 'What's on @ Croma' during summer vacations where housewives can learn new ways to use the microwave, interested people can try out their clicking skills at photography workshops, beauticians can give girls tips to style their hair using Croma products, etc.

Though all this is available only in the major cities, the products are sent to every corner of the country, thanks to the presence of both their brick-n-mortar version and the online store. Customers from both the online stores and the physical ones have actually voted now to bring in a one-of-a-kind Consumer Award. This would be held later this month.

Sohini.Sen@BestMediaInfo.com

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