What is RWA Activation, and What are its Benefits?
RWA stands for Residential Welfare Association. RWA Activation refers to promotional events and other advertising tactics businesses carry out in residential societies. For retailers and SME owners, RWA can be of immense help. It enables direct interaction and engagement with the target audience. When executed well, it can generate an incredible buzz around a brand and its offerings.
Let us explore the top benefits of RWA Activation and events:
RWA Events Foster Immediate Brand Awareness:
Instead of waiting for customers to visit their stores, RWA Events help retailers reach the customer’s doorstep. Visiting their gated society or apartment premises creates a direct and substantial impact on them. Businesses can convey intricate details of their niche products with enticing displays, sampling, and well-versed brand reps.
RWA Database Creation Goes Hand in Hand with Retail Solutions:
Database creation is pivotal when speaking of retail solutions to standardize KOPs and product/service quality across all stores. A robust consumer database helps retail brands map consumer behaviour and understand their latest preferences in detail. RWA events like game shows, sampling stalls, and cultural activities help with collecting consumer data and feedback first-hand. Collating and updating a database becomes a cakewalk with regular RWA activation and promotions.
RWA Activation Ushers in Higher Footfalls for Retail Stores:
Approaching potential customers within residential zones also has long-term benefits. For instance, the long-term benefits include higher footfall in a retail store. After a business has impressed the customers with the products/services at an RWA event, they are very likely to visit the stores. It may not happen immediately, but it will certainly show positive results in the long run.
RWA Generates Excellent Word-of-Mouth Reviews and Recommendations:
Retail brands spend a considerable amount of money on PR and paid advertisements. Organizing events and putting up hoardings in residential societies yields high ROI. Undoubtedly, it creates a direct, positive impact on the target audience in the particular zone. But satisfied customers also speak highly of the brand in front of friends, family, and acquaintances. The eventual word-of-mouth buzz created boosts the ROI from RWA events.
RWA Response Helps in Charting the Right Business Strategies:
Retailers today are highly dependent on AI and algorithm-driven retail solutions to frame new business decisions. RWA response comprises untainted consumer feedback, making it extremely valuable for data-driven decision-making. It also provides a platform for the field sales and marketing team to display their prowess with impulse selling.
Many renowned retail chains adopted RWA promotional strategies in their own business models in the wake of incessant Covid-19 lockdowns and plunging in-store footfalls. This was first evident when lockdown restrictions were relaxed after an entire Covid pandemic. We witnessed several retail stalls (apparel, accessories, gadgets, home decor, FMCG) in residential zones, with free trials and sampling options. The response, especially in urban and semi-urban pockets, was phenomenal. Since then, hundreds of entrepreneurs have jumped onto the RWA activation bandwagon. In the foreseeable future, the retail industry will be largely dominated by Virtual Shopping, RWA Promotion/Sales, and Doorstep Deliveries.