By Ayshwaria Lakshmi
Twin Birds is a South-Indian-based company that caters to the fashion trends of women and girls.
With a market presence across India, Middle East, Singapore, Malaysia and Sri Lanka, Twin Birds constantly grows. The brand firmly believes each of the customers using Twin Birds products are their Brand ambassadors, and a satisfied customer brings in more potential customers.
In conversation with Medianews4u, Prakash Palaniswamy, Head of Sales and Marketing, Twin Birds, shares the company’s marketing strategies.
On Marketing Strategies
Many things are being done in the stores for product promotions. The stock and Display of products is one fundamental thing that attracts customers to stores. Find the right salespeople, train them well and keep them motivated. They are the face of our brand to the consumers.
Our marketing techniques are quite simple such as social media, email and mobile marketing. These have helped us and provided the best results.
Marketing in-store also means providing a pleasant shopping experience, engaging the customers, being polite, genuinely caring, and interested in helping, acknowledging and listening gives the brand an extra edge.
“Travel retail, particularly in the airport, is experiencing tremendous growth since people are shopping more because of the improved ambience and retail choices,” observes Palaniswamy.
He said, “We have recently opened our store at Chennai airport, the response to our products is excellent. Gone were the days when airports were merely a place of arrivals and departures. Airports in recent times have better integration with retail business, giving a unique experience to the customers altogether. Busy airports have 24 hours walk, and you can expect the sales better than other places where you have a limited time of operations. Through post lockdown, there was a temporary setback. Now things are slowly getting back to normal”.
On product uniqueness
Fabric quality, comfort and correct fit are the key factors that we emphasise. That is the primary reason for Twin Birds to have several million satisfied customers patronising it. Here, consistency in quality plays an important role. The brand has not less than 100 colours available throughout the season. No wonder we advertise with a tag line COLOURS YOU NEED; FIT YOU WANT.
On customer reach and demography
We have well established our sales network in India’s southern states, making the products available even in smaller towns. Recently we launched the brand in northern states, where we witness an excellent initial acceptance for our products. We have our presence in the Middle East, Singapore, Malaysia and Sri Lanka through various channels.
Though age does not affect buying behaviour, marketing strategies differ per age group. Our customers are young girls to women, and we have clear plans to reach them.
On the brand’s marketing initiatives
Twin Birds constantly engage with its customer base actively through our customer experience management team. Triggered by the chain of customer satisfaction and feedback we get daily and keeps growing, the team is constantly motivated to take various new initiatives.
We have undertaken various initiatives, including more time dedicated to customer awareness, personalising. We have taken more data-driven and updating the content. Explainer videos, automating the marketing tools and Digital marketing are also part of it. The marketing focus of a specific region lies proportionately on the strength of our product availability in those areas.
On advertising strategies and target groups
We resort to several advertisements, including TV, Print, OOH, Direct marketing and digital platforms. Recently, Digital marketing is on high across various brands. We have the flexibility and more communication options to our consumers through it. They are more data-driven and throw light on your reach. Understanding the shift in trends, Budget allocations, ROI for your campaigns, hiring the right talents are vital things we spend most of our time on.
Impact of COVID on company’s marketing strategies
COVID has brought several new ideas in adapting ourselves to the new normal.
A substantial digital migration has allowed us to extend our borders of operation. Post-COVID, we have realigned our marketing strategies, creating positivity and credibility powerfully through our customer relation management (CRM) team. We had customised messages and emails to our customers during these times.
Strategies on Digital platforms
We have a full-time dedicated team on promoting the brand in the digital space. They are engaged in various social media platforms, influencing and content creating. The team understands consumer behaviour and adopts strategies demographically. Efforts put in are measured regularly to see the outcome.
