Eros retail goes digital

Dubai - Exciting 360-degree multimedia campaign for retail website

UAE-based electronics conglomerate Eros Group, the sole distributor for brands such as Samsung, Linksys, TCL and Hitachi in the region, has expanded its retail arm, Eros Digital Home, to digital platforms.
Eros Digital Home, which has a network of 33 stores across the country, will now be available online at www.erosdigitalhome.ae.
To best launch the online retail website, Eros Group has rolled out a multimedia campaign, including print, digital films, social media, PR, in-store collaterals, and activation events. The campaign has been developed by Blue Apple, which manages all advertising and PR communication for Eros Group.
Deepak Babani, CEO of Eros Group said: "E-commerce is rapidly expanding in the region due to the increased confidence the consumer has in online sales and we expect to see this market to strengthen over the next few years. One of the driving principles at our organisation is strong customer satisfaction and we realised there is a slant in consumer preferences towards online shopping. And it goes without saying that peace of mind is of the utmost importance when shopping online. Consumers want simplicity and convenience and also the same credibility provided by the physical Eros Digital Home stores. The launch advertorial, digital and PR campaigns had to reflect that."
"As an agency we had to think outside the box to break through the clutter of traditional formats used for e-commerce advertising. Our challenge was sparking the reader's curiosity while flipping through a newspaper or magazine or even online space and getting them to log on to the new website immediately," said Vishal Anand, CEO of Blue Apple.
"Traditionally, advertisements have always focused on the USPs of the products; we decided to focus on the advantages of online shopping playing on the little inconveniences people face on a day-to-day basis. The insights helped us to focus on key aspects of convenience, simplicity and trust factor related to the brand's offering in the e-commerce site. There's nothing grey about the website's positioning also which promises 'Electronics on the Dot' with absolute confidence, in a way only Eros Group can."
The agency created the websites www.noneedtofindparking.ae and www.shopinyourpyjamas.ae, which when logged on to directed traffic to the Eros Digital Home website. These websites were the main feature on a series of print adverts. The print campaign was supported by a television commercial with the tagline www.igotitfirst.ae.
"Unlike unorganised shopping sites, www.erosdigitalhome.ae will feature only original, authorised and high-quality electronics and home appliances under manufacturer's warranty, supported by reliable after-sales service, which the Group is well-respected for," said Niranjan Gidwani, the deputy CEO of Eros Group. "We believe that the site will alter online shopping for the better in the region, offering trust, legitimacy and complete transparency and reflecting this is the advertising campaign we've just unveiled which highlights the 'experience' and 'rewards' of shopping online."