Change-ready: from traditional brick & mortar to digital
Keells is one of the largest supermarkets in Sri Lanka with more than 123 outlets and over 5,000 employees. With the advent of the pandemic, Keells had to scale up and adapt to the forced change in consumer behaviour and exceptionally high demand for online services so that customers could be served quickly, efficiently and effectively.
The challenge was to portray a brand that is under stress, because there was high expectation and demand that came suddenly. Therefore, an Integrated Digital Comms Campaign was implemented to communicate purpose-driven content to customers as well as employees, to reinforce the message that Keells is a brand that the people could depend on.
As the digital communications strategy partner for Keells, we implemented a strategy that gave a realistic view to the target audience showcasing the step by step approach taken by Keells to serve them better. We wanted to reinforce the message of freshness, value for money and Keells is dependable and trustworthy, while learning and evolving to serve the customer better. The main aim was to share information and keep the customer updated at all times, while ensuring a seamless shopping experience. Social media channels were used to drive engagement and communication with the customers. We also provided social media listening services to guide them with their conversations with their target audiences. Through our strategies we also established that the employees of Keells makeup the backbone of Sri Lanka.
We are constantly in touch with the changing environment and latest trends, which we communicate and strategize for Keells.
We also showed how we could optimize e-commerce by helping the customer with the products that they require and also guiding them to the Keells website. Tailor-made campaigns for Sri Lankans living abroad as well as for festive occasions were introduced, which were conversion focused. We looked at market segments that we could communicate our e-commerce message to and how we can optimize the conversion process on the site to drive sales as well. These were the two areas we focused on, together with overall branding.
B2C marketing strategy and E-Commerce strategy
E-Commerce conversion funnel
Key product components
Owned Media, Facebook, Instagram, Linkedin