In an exclusive conversation with Neeraj Tiwari, Shikha Seth, Brand Head at Reliance Retail, delves into the evolving dynamics of brand strategy in the competitive retail landscape
What are the key strategies you use to enhance brand visibility and customer loyalty in a competitive retail landscape?
In retail, visibility and loyalty stem from delivering memorable customer experiences. At Reliance Retail, we focus on an omnichannel approach, ensuring customers enjoy a seamless journey across online, in-store, and mobile. Personalization is key, so we use customer data to tailor offers that make people feel valued. Additionally, we actively engage through social media and loyalty programs. We want our brand to build a community, not just a customer base, and to create memorable journeys that keep people coming back.
How do you approach product diversification, and what role does customer feedback play in developing new products?
Product diversification requires a strategic and customer-focused approach. We start by analysing market trends to align our new products with what customers want. Customer feedback is invaluable here—we collect it through surveys, social media, and in-store conversations. This direct input helps us identify gaps and fine-tune our offerings. Collaboration with design, marketing, and sales teams is also essential to ensure our products fit our brand identity. By using customer insights to guide innovation, we create products that resonate and strengthen our customer relationships.
How are you integrating technology and data analytics to optimize customer experiences?
Technology and data are essential in today’s retail environment. We use CRM systems to gather insights on purchasing patterns, enabling us to personalize our marketing and improve the overall experience. Data analytics helps us understand both online and in-store behaviour, guiding product placement and store layouts. Additionally, we use social media interactions for real-time feedback on trends and sentiment. AI-driven tools for demand forecasting and inventory management streamline operations, ensuring we meet customer needs with greater accuracy and responsiveness.
How has the shift to e-commerce impacted your brick-and-mortar strategy?
E-commerce has transformed retail, but brick-and-mortar stores remain vital for creating personal, memorable experiences. We’re focusing on making our stores destinations by integrating interactive displays and mobile apps that enhance customer engagement. We also host in-store events to foster a sense of community. Using e-commerce data, we optimize our in-store inventory based on local preferences. This approach blends the best of both worlds, creating a hybrid strategy that leverages the strengths of both digital and physical retail.
What are your top priorities for sustainability and ethical practices in your brand’s operations?
Sustainability is central to our brand. We emphasize responsible sourcing, working with suppliers who use sustainable practices and materials. Reducing our carbon footprint, ethical labour standards, and waste reduction are critical, supported by regular audits to maintain these standards. We also engage our customers on sustainability, encouraging them to make informed choices and making it a shared journey.
With evolving customer expectations, how do you keep your brand relevant while retaining its unique identity?
Staying relevant while honouring our brand’s identity requires a balance between innovation and tradition. Real-time customer feedback, combined with broader market insights, helps us adapt to shifts in preferences. We strive to be where our customers are—both online and in-store—and to connect with them on a deeper level. By listening closely and evolving thoughtfully, we build relationships that go beyond transactions and ensure our brand remains meaningful.
What role do partnerships and collaborations play in your branding strategy, and how do you determine the right fit for your brand?
Partnerships and collaborations are vital in keeping a brand fresh and relevant. With 20 years in apparel retail, I’ve seen how the right alliances can amplify a brand’s core values and expand its reach. For me, the key is alignment—finding partners who share our vision and enhance the customer experience, whether through innovation, sustainability, or unique design.
I look for collaborations that bring authentic value, allowing us to explore new customer segments and enrich our brand’s story. It’s not just about big names but the right fit that creates long-term impact and strengthens our identity.
How do you measure the success of brand initiatives and campaigns, and what metrics do you prioritize to gauge overall brand health and performance?
Measuring the success of brand initiatives requires a blend of quantitative and qualitative metrics. With 20 years in apparel retail, I’ve found that focusing on both immediate and long-term impacts is essential.
Quantitatively, I prioritize sales uplift, customer acquisition, and engagement metrics like web traffic and social media interactions. Retention rates and Net Promoter Score (NPS) are key indicators of brand loyalty and customer satisfaction. On the qualitative side, customer feedback, surveys, and brand sentiment analysis provide insight into emotional connections and perceptions. By balancing these metrics, I ensure that each campaign not only meets performance goals but also strengthens overall brand health and fosters lasting customer relationships.
