To acknowledge the services provided by retail employees, Trust for Retailers and Retail Associates of India (TRRAIN) has registered December 12 as Retail Employee Day (RED) in India. In a bid to celebrate the day, TRRAIN has come up with the 'Thank you bola kya?' campaign, wherein chief executive officers and other corporate heads of various companies in the retail industry will walk into their respective retail stores to thank the retail staff by giving a note, a Cadbury chocolate, and a flower. The campaign will be carried out across five major cities including Delhi, Mumbai, Kolkata, Bengaluru and Chennai.
Talking about the campaign, Ameesha Prabhu, chief executive officer, TRRAIN, comments, "The 'Thank you bola kya?' campaign gives an opportunity to corporations as well as consumers to thank all retail employees. It is spread across various media that includes radio, social media, online banners, print advertisements and posters in malls."
The campaign will be carried out over 20 days across various media platforms. Currently, radio ads are being relayed on Radio Mirchi and from December 1, Radio Mirchi will run other contests where people will be asked to share their best shopping experience stories, and thank the retailers they have liked.
A similar contest is being carried out on Facebook and other networking sites. There is e-mail communication, as well, to people in retail, with the help of associations such as Retailers Association of India, where retailers are being encouraged to participate in the Retail Employees Day Celebrations. Print advertising will come into play during December 5-12.
The whole-day initiative will be followed by TRRAIN Retail Awards on December 12 in Mumbai. The awards will recognise and reward exemplary customer service by retail staff. The event will feature 12 top CEOs (chief executive officers) of the retail industry, who will walk the ramp in a fashion show conceptualised by Kimaya.