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Contract Advertising helps Shoppers Stop cross 4 mn Facebook fans

Contract’s digital arm iContract created and engaged Shoppers Stop customers through ground breaking and innovative technology

BestMediaInfo Bureau | Delhi | December 20, 2012

Shoppers Stop along with its creative partner, Contract Advertising has created a record by being the first large-format retailer & seventh Indian brand to cross the 4 million fans mark on Facebook in just two years.

Contract has been Shoppers Stop’s creative agency since the time the retail giant opened its first shop in the country, over 20 years ago,  Contract and Shoppers Stop continue to climb at a meteoric pace, aided by the strong digital think tank at iContract, Contract’s digital arm that creates and engages Shoppers Stop customers through ground breaking and innovative technology.

Through a blend of highly engaging content such as a first-in-class Twitter driven store interface and smartphone apps like GiftBot – an app that gives users a handy tool to find the perfect gift, based on various parameters; Shoppers Stop has regularly stepped up its direct engagement with its customers.

Commenting on this accomplishment, Vinay Bhatia, Customer Care Associate and Senior Vice President – Marketing and Loyalty, Shoppers Stop Ltd. said “We are proud to be among the first retailers in India to recognize the potential of social media and leverage it. It gives us immense pleasure to have now crossed this milestone of 4 million fans on our Facebook page. While the numbers speak for themselves, the true gauge of success is the level of customer engagement this medium allows us. It gives us an opportunity to enjoy real-time dialogues with an engaged community.”

Over the last two years, iContract has used social media to engage with Shoppers Stop fans 365 days a year. Every occasion and event was used as an opportunity to start a conversation with people. While there have been flagship Facebook programmes like “Most Likes Wins”, the core strategy has rested on creating an on-going conversation stream by producing engaging content that people like to spend time with. Hence it is not about creating one big campaign; rather it is about continuous dialogue which the brand facilitates.

“Our association with Shoppers Stop since its inception has helped us immensely in taking the brand to this level in the digital space as well’, says Kumar Subramaniam, Executive Vice President and Head of Contract Mumbai. “A strong element is the way offline and online communication comes together. If you see the Shoppers Stop Facebook page, the tone, voice and personality is unmistakably the same that the iconic brand has developed over the last 20 years. This understanding of the brand when combined with deep insights into the digital space that our digital planners come with, enable us to create content that is rich and participative, helping drive the brand socially”.

All this has helped Shoppers Stop grow its community at the rate of over 40,000 fans every week! And it has recently been awarded the No. 1 Social Networth Company on Facebook by Fortune India magazine.


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