For Sale Conversions, Brand Activations Are A Very Good Channel For Us: Akash Agarwal, V2 Retail

In the cluttered retail landscape, where customer experience is the ultimate differentiator, V2 Retail has found a winning formula by embracing localised, immersive brand activations. The fashion retail chain, with a presence across 17 states and 119 stores in India has harnessed the power of experiential marketing to not only drive footfalls but also forge lasting connections with its customers.

"We do a lot of local activation at the store level. For sale conversions, brand activations are a very good channel for us," explains Akash Agarwal, Director of V2 Retail. "We have DJ nights, Led screens and events tailored to the specific preferences of our customers in each market."

Localised Experiences

The localised approach has allowed V2 Retail to create memorable experiences that resonate with shoppers on a personal level. From fashion shows and dance competitions to children's painting contests and lucky draws, the company leaves no stone unturned in its quest to engage and delight its customers.

"We have an emcee, we have fashion shows, we have dance competitions," Agarwal elaborates. "Outside the store, we have made a stage. There can be like 20 different kinds of activities."

One particularly activation was a bumper lucky draw, where the grand prize was a car, accompanied by ten refrigerators and two motorcycles as additional prizes. "Now customers want different kinds of offers every three months. So we make a marketing calendar and try to give them something new," Aggarwal asserts.

Keeping Experiences Fresh & Exciting

V2 Retail's commitment to creating immersive, community-driven experiences has proven to be a winning strategy, solidifying its position as a fashion destination that not only offers value and variety but also an extraordinary, unforgettable shopping experience.

"We are more focused on local store events and then we announce winners. We also do lucky draws," Agarwal notes, emphasising the brand's hyper-localised approach.

While V2 Retail's current focus is on hyper-localised events, Aggarwal recognises the potential for larger-scale brand activations as the company continues to grow. "With brand activations like IPL, maybe we are one year behind that. But like I said, once we reach a billion-dollar valuation, then a lot of avenues open. Then we can do a lot more brand activations and probably focus on maybe celebrity endorsements," he envisions.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.