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Expanding the Base

In spite of the dark clouds looming over, there is one retail chain in Bangladesh that has been setting the standards in quality and reliability in the electronics sector.

Bangladesh is sprinting. It is one of the fastest-growing economies in the world. Having graduated from the list of LDCs, the growth rate is showing no signs of a slowdown. According to ADP, Bangladesh will hit a growth rate of 8% by 2020. With growing economic capabilities and standard of living, consumers are demanding better electronic products for their homes. However, the consumer electronics sector has hit several roadblocks in recent times. Many retail outlets have been caught selling counterfeit and substandard products, which has put doubts on the reliability of the products available in the market.

In spite of the dark clouds looming over, there is one retail chain in Bangladesh that has been setting benchmarks in quality and reliability in the electronics sector. A concern of Zaman Group, Best Electronics is the fastest-growing electronics retail company in Bangladesh.

In 2013, Best Electronics started with just 12 showrooms; now, it has managed to open over 124+ showrooms across the country in only six years. Over the years they managed to take authorized distributorship of almost all major home appliances, renowned and trusted brands around the world, including Hitachi, Sharp, Panasonic, Whirlpool, Conion, Philips, Toshiba, Midea and many more under one roof.

Best Electronics always tries to provide premium customer service, to make the purchase easier for the consumers; they have a separate payment system called “Super Kisti System”. They also ensure warranty facility, spare parts, free installation for every customer.

According to Best Electronics, Bangladeshi customers highly value the retail experience and are rational, sensitive to information. Customer service has become paramount in consumer electronics; global brands specially train their staff to ensure that. Best Electronics Limited prioritizes interaction between an organization and a customer over the duration of their relationship.

The company utilizes digital marketing to promote their brands and products through different channels and are trying to reach digital marketing goals to help its businesses reach the target consumers through various digital avenues. In addition to their website, they use PPC (pay per click) and display ads, social media, Youtube, LinkedIn and other mediums to attract and engage their target consumers.

Best Electronics pursues the following digital marketing tactics:
Best electronics uses a friendly, aesthetic interface on their website that customers can browse through the listings with ease.
They also use:
Search Engine Optimization
Social Media Marketing
Online Newspaper

Online marketing strategies include:
Display Ads on categorized website
Youtube influencer marketing
Affiliate marketing
Referral marketing
Listing on electronics marketplace where target customer is
Youtube video marketing
Other related brand partnership
Third-party marketing
Social media regular post and maintenance
Google Adwords

AV contents for digital platform focuses on:
Social issues that have emotional value to the mass consumers.
Contents that consumers consider are worth sharing.

To reach more people and increase the customer base, Best Electronics uses the following strategies:
Contests which encourages users to share their product experience on social media on social media.
Higher search engine results page (SERP) to increase visibility in the Best Electronics target market. For higher rank on the SERP, more organic traffic will drive back to its website.
Encouraging customer reviews.
Use the hashtags of international brands on social media posts.

Written by

Asif Siddique Tarafdar is the Staff Writer of Ice Today& Ice Business Times. He has completed BSS in Economics from BRAC University and vocal about disability rights and inclusion. Currently, studying MDS at Jahangirnagar University he is also a former Flight Cadet of the Bangladesh Air Force.