The Power of Direct Engagement: Insights from Priyanka Gill

Building Brand Loyalty Beyond Online Marketplaces

Online marketplaces like Amazon and Swiggy Instamart are significant for order fulfillment, but they fall short when it comes to creating brand demand. This critical viewpoint was expressed by Priyanka Gill, founder and CEO of Coluxe, a brand specializing in lab-grown diamond jewelry. Speaking at a recent panel titled ‘Disrupting Ecommerce: Reimagining Business Models with Scale,’ Gill emphasized the necessity for startups, particularly those in the B2C realm, to first build demand through their own channels—be it websites, apps, or social media platforms.

Gill stated, “You can’t depend on marketplaces to attract customers. Brands must create their own pull.” She cautioned entrepreneurs about the risks of having 75% of their sales originating from a single marketplace, highlighting that such reliance could make brands vulnerable to competition.

Furthermore, she pointed out that while quick commerce platforms may facilitate immediate sales, they do not foster brand loyalty in the long run. “These platforms serve immediate needs, but customers won’t remember you unless you engage them directly,” she said, emphasizing the importance of direct consumer connection.

Leveraging AI and Digital Tools for Engagement

To enhance brand engagement, Gill suggested utilizing artificial intelligence (AI) and digital tools for content creation. “If your brand has done the work, customers will go the extra mile. But it’s on us to build that relationship from the start,” she added. This approach not only strengthens customer bonds but also enhances brand visibility in a saturated market.

The Shift in Consumer Behavior

As brands vie for consumer attention and loyalty, Gill observed a significant change in Indian consumer behavior. Consumers are now becoming increasingly conscious about sustainability and ethical sourcing, especially within premium categories like jewelry.

“Indian consumers are no longer just looking for the cheapest option. They want brands that align with their values,” she noted, underscoring the importance of shared values between a brand and its customers.

The Role of Influencer Marketing

In today’s evolving digital landscape, influencer marketing has emerged as a vital tool for brands. The focus has shifted from just follower numbers to fostering trust-based engagement. Gill explained how relatable influencers—those who resonate personally with their audiences—are now outperforming traditional celebrities in driving consumer actions.

Encouraging Founders to Take Ownership

Recognizing the limited utility of quick commerce platforms in providing a competitive edge, Gill encouraged brands to take charge of their consumer interactions. “In today’s digital landscape, with the advent of generative AI and the ability to create large amounts of content, it’s our responsibility as brand owners to ensure that we’re not just participating in the conversation but leading it,” she emphasized.

With AI streamlining content creation, Gill urged founders to actively shape their brand’s messaging rather than leaving it to third-party entities. “If you rely only on marketplaces for visibility, you miss the chance to build real loyalty,” she warned. “Your brand must lead the conversation, not just be part of it.”

Conclusion

In summary, as the commercial landscape shifts, the need for brands to prioritize direct customer engagement and create their own demand is more crucial than ever. By leveraging AI and understanding consumer values, brands can carve out a unique space in the competitive e-commerce sphere. Through proactive engagement and ownership of messaging, founders can build lasting relationships that foster brand loyalty.

Questions and Answers

1. Why should brands avoid relying solely on online marketplaces?

   Reliance on marketplaces can make brands vulnerable to competition, as they may represent a significant percentage of sales without building a loyal customer base.

2. What tools did Priyanka Gill suggest for enhancing brand engagement?

   Gill suggested using artificial intelligence and digital tools to create owned content and strengthen direct relationships with customers.

3. How have consumer behaviors shifted in recent times according to Gill?

   Consumers are now more conscious of sustainability and ethical sourcing, focusing on brands that align with their values rather than just the cheapest options.

4. What is the new focus in influencer marketing?

   The focus has shifted from just follower counts to trust-based engagement, where relatable influencers are driving consumer actions more than celebrities.

5. What is the responsibility of brand owners in the digital landscape?

   Brand owners must not only participate in conversations about their brand but actively lead and shape those conversations to build consumer loyalty.

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