Everything is fair in Love, War and Business

An experience of Smart Marketing

This was indeed smart and intelligent! Of one Sundays, we planned out shopping with my newly-aligned family to the Commercial Street, Bangalore. With an all-day extensive strolling and here-and-there shopping, we decided to finish off our day for the last glancing shot at the 'Soch'- lovely sari collections.

My sister-in-law (I think I can address her so now) did materialize this final reckoning leisure glance with a, shades of black and red contemporary motif sari- quite a glamorous one, i admired its work the most!

We five, then decided to head home with packets and covers in our hands-those adjusting its ways out from the swampy Sunday street towards the rickshaws lined along.

This is where it actually begins, we pulled in for two ricks-we being five. I heard my folks get into some negotiations and overheard the drivers convincing them too. This was what the deal was- they wanted us to drive into some newly opened traditional ladies' wear store ("Roopam Silks International"..ah got it from the cash memo, ) with no rentals charged for the ride...very strange, unlike typical usual street-experiences. Folks agreed...the only point of compromise for us, was to give away that extra time out, instead of getting home on time to complete our 'ants-out' like day....an amazing marketing tool indeed- the rickshaws! Interesting!!

It isn't anything new in having advertising flexs stuck behind the ricks or they handing over promotional pamphlets. But this was definitely new. Well mazed, straight to the store-floor directly from the elevator- well crafted indeed! I wish i'd been good with graphic illustrations. I would have drawn out the entire episode.

This store was cramped in some by-lane corner building (if i recollected it right, some M.Y.J Tower) on the first floor of a residential-like building- away from the main road and not anyway close to the shopping lanes of one of the city's busiest places. Queerly located- but this store-strategist (quite a genius) had pinched the right skins with the right hook.So the drivers apparently got fuel filled worth Rs.100 at the end of the day depending on the number of customers registered (technically convinced) on a book that was kept in the parking lot.

Their marketing team did definitely get the sales direction straight but looked skeptic of any definite returns.This may sound unbelievable to all- but i noticed each family (present then) buying atleast one item from the store -of more than Soch's rates. We too had no intentions of buying, well atleast I didn't. But my sister-in-law landed buying one more sari again. The salesman called it an original elephant silk piece (???). I am aware of the Banarasi, Patola, Bandhani, Maheswari, Pochampally, ah yes- of Mysore silk as well, what's this elephant silk? Ummm i've heard of butter silk! Now does this mean that elephants in Indian are getting cloned as silk worms? Do they have similar worm-like fibres in their bodies too? Or maybe something just discovered? And, the sari in no way had any elephant prints or anything alike resembling on it! Can anyone?? Ok maybe too much of creative thinking asides their amazing strategic ones. Well, elephant silk is not the catch here. But must say, the sales personnel were voluntarily proactive in convincing the customers- right hook yet again!

At the end of the day- the rick drivers were happy (they atleast sounded so when they dropped us home!), the island-Store hit the sale meter high despite their ferry scale lacking, BUT customers were the ones who got into this indulgent purchases. Well, if you ask ME...i was the happiest for sure, for we technically did not pay for the ride....FIRST EVER FREE RICK-RIDE ON AN INDIAN STREET (to be more precise from Infantry Road to Koramangala 6th Block, simply wow'o'licous!).

Guess everything is fair in Love,War and, Business.

Modernistic world after all...we know what matters the most!

I shall now anxiously venture and spot for more such 'unsealed' customer indulgences...Hope to be amazed and get to revalue market and business like this often and more...