Page 20 - AU_Nov-Dec_2024

IN CONVERSATION

Marketing is an ever-evolving
field, and staying relevant
requires continuous curiosity
and adaptability. I keep
myself informed by engaging
with industry peers, tracking
emerging trends, and embracing
fresh ideas said Minal
Somany, Brand Custodian,
Somany Ceramics, in a
conversation with Prasenjit
Chakraborty.

‘Our strategy centres on enhancing Q Somany Ceramics’ marketing
How has your vision for aligning

customer experience through digital initiatives with overall business goals
evolved, and what specific strategies
innovation, immersive showrooms, have you implemented to achieve
this alignment?
Marketing isn’t just about promoting
and personalised design support’ products, it’s about truly connecting
with our customers and understanding
what they value. We’ve focussed
towards a more customer-centric
approach, where we don’t just sell tiles
or ceramics — we sell an experience, a
lifestyle.
Our customer experiences strategy
balances in-store engagement with
a strong digital presence, blending
innovation and tactile appeal to offer
memorable experiences. We have
currently 20 company showrooms
and over 500 expansive franchised
showrooms across India. Our
showrooms offer immersive experience
through full-size mock-ups, helping
customers visualize tile placements
in different settings. This tactile,
sensory approach allows customers
to experience the look and feel of tiles
before purchase.

20 Architecture Update l November-December 2024