Head - Retail Marketing & Visual Merchandising at Raymond Limited
Linked In - @Shradha Kurup
I have done my post-graduation in Human Resources from NMIMS. I always knew however that I did not want to get into the regular 9-5 kind of working so I pursued my interest in Set design and execution and worked with a leading art director for 4 years.
This is where I learnt the basics of design and how detailing and design intricacies can combine to create magic. Post this stint I was offered a role in Visual Merchandising with Shoppers Stop and I took it up to explore the Retail landscape, I have since then worked with Future Group, Aditya Birla Retail in this space after which I joined Raymond Ltd as Head-Visual Merchandising.
Retail has been ever evolving and in my role at Raymond I gradually transitioned to take up the Head- Retail Marketing & VM role. The learning has been immense as the retail landscape here spreads over a large network of stores across the length and breadth of the country.
2. How according to you has marketing evolved over the years?
Marketing over the years has become multi-dimensional. As against the traditional Marketing methods, now the function needs to work around a business side, an analytics side, a creative side, and many more.
2. How according to you has marketing evolved over the years?
Marketing over the years has become multi-dimensional. As against the traditional Marketing methods, now the function needs to work around a business side, an analytics side, a creative side, and many more.
The target groups vary in terms of demography and geography and the methods of reach need to be curated to appeal to each creating an experiential path to purchase enroute.th earlier concepts of using traditional medias like out door and newspapers may not be as relevant especially post the pandemic , as people have migrated to digital platforms for almost all their needs.
3. Where do most of your marketing budgets go, traditional or digital?
Our marketing strategy is curated to deliver maximum impact across varied groups of consumers both online and offline. The business we are in thrives on an experiential route of sale and hence we spend our budgets accordingly .
4. How can one reach the top echelons in marketing?
Keeping the customer at the centre of all that you do . It is important to know your consumers and your markets and curate strategies that deliver magnificent experiences along the way. Ensuring that the strategies are revenue driven and also become playgrounds for exceptional story telling that can elevate the brand to new levels.
3. Where do most of your marketing budgets go, traditional or digital?
Our marketing strategy is curated to deliver maximum impact across varied groups of consumers both online and offline. The business we are in thrives on an experiential route of sale and hence we spend our budgets accordingly .
4. How can one reach the top echelons in marketing?
Keeping the customer at the centre of all that you do . It is important to know your consumers and your markets and curate strategies that deliver magnificent experiences along the way. Ensuring that the strategies are revenue driven and also become playgrounds for exceptional story telling that can elevate the brand to new levels.
Also the ability to use data to create plans that are targeted specifically to enable personalised communication. As an individual it is important to keep learning, stay curious and attempt everything to see what works for your brand before saying No. the ability to work with technology and deliver standardised yet customised experiences through different platforms.
5. How will marketing change in the next decade or so?
Marketing in the next decade will be all about the ability to ensure that everything your brand has to offer can be made available for everyone …customised . It will be about using Artificial intelligence & Creativity to enable one to create a strategy that can ensure the right message reaches the right audience at the right time and the right device. It would be about creating personalised experiences through every touch point on the path to purchase with the help of minimal resources and time.
6. Which is your favourite book and why?
Into Thin Air by Jon Krakauer , Though the book depicts a deadly disaster, Into Thin Air at its core is an ode to the power of determination, community, and—most importantly—friendship. The book inspired me to work on my dreams and to combat my inner demons and to keep walking no matter what.
5. How will marketing change in the next decade or so?
Marketing in the next decade will be all about the ability to ensure that everything your brand has to offer can be made available for everyone …customised . It will be about using Artificial intelligence & Creativity to enable one to create a strategy that can ensure the right message reaches the right audience at the right time and the right device. It would be about creating personalised experiences through every touch point on the path to purchase with the help of minimal resources and time.
6. Which is your favourite book and why?
Into Thin Air by Jon Krakauer , Though the book depicts a deadly disaster, Into Thin Air at its core is an ode to the power of determination, community, and—most importantly—friendship. The book inspired me to work on my dreams and to combat my inner demons and to keep walking no matter what.
- Interviewed by - Sanjana Jain
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