Thursday, January 19, 2017

Now Store Coupons Enabled on AaramOn

AaramShop has introduced a new tool for its partner merchants on their mobile app - AaramOn. The app now enables the merchants to publish multiple forms of store coupons directly to their customers and then get the customers to redeem them at all the touch points - app, web-store or in-store. 

Here is a video to example how the merchants can use the feature. 


Wednesday, December 21, 2016

FMCG Product Sampling: Traditional Instore, Digital & Beyond

CPG/FMCG Brands rely on product sampling as part of their marketing mix for decades. Many Brand Marketers have tried different approaches including sampling at MT outlets, Malls and even digital sampling.

Traditional product sampling methods have always been a chosen method of getting product into the hands of consumers. However there are many challenges like who is actually getting the samples? Will the customer from my target group? Did he like the product and will he buy the product the next time? With traditional sampling, brands effectively lose touch with that consumer the moment they walk away with the product sample. 

On the other hand Digital sampling has somewhat solved the issues but due to high costs and lack of scale make them not a desired solution.

There is now a 3rd and most viable option introduced by a company in India which uses the power of digital, local mom & pop store and neighbourhood marketing to effectively target and sample to the consumers. This type of Hybrid Sampling is extremely scalable, targeted and measurable. Since redemptions and customer details are captured online, re targeting the customer becomes extremely simple.

To know more about this service click here

Monday, September 5, 2016

Recognizing an "Opportunity Gap" for CPG growth

The most difficult aspect of meeting consumer expectations today is, frankly, understanding exactly what they are. Between channel blur, the acceleration of e-commerce and the growing dominance of digital, it is becoming increasingly difficult for CPGs to delineate how best to communicate with consumers, and deliver to them the shopping experience they want – particularly as it relates to leveraging promotions to drive sales.

While declining coupon use has challenged marketers during the last several quarters, there’s no evidence to suggest that shoppers have lost interest in making their budgets go further and saving money on groceries. So, what’s happening with shoppers and promotions? And what does it mean for brands?
According to a Study finds digital coupons (paperless load-to-card and print-at-home) “punching above their weight” and creating a 10x impact in redemption activity relative to their share of overall coupon distribution. While these two methods together accounted for just 0.6% of coupons distributed, they combined to capture 6.7 percent of total coupon redemption volume for the period. In spite of this, manufacturer commitment to digital lags.
The distinct (glaring?) contrast between the increasing impact of digital coupons and the historically low redemption rates for FSIs reveals a significant gap between what shoppers want and what marketers are providing them in terms of offers and ways to save. The way the industry is “talking” to consumers about savings and the way consumers want to be talked to regarding promotions are not aligned.
It’s not unlike what a lot of parents are facing as they try to keep in touch with their children. The “rents” want to talk to their kids on the phone and the kids want to text. Shoppers, through their response rates, are telling CPGs they want a “digital relationship.” (No doubt, some children are sending the same message to their parents!)
So it is within the existing communications gap – by delivering more promotions via digital channels – that CPGs have the opportunity to efficiently and cost-effectively engage shoppers and drive sales in a persistently sluggish marketplace. Shoppers’ demands for easier and faster ways to save on their grocery bills – and their growing engagement with brands that meet these demands – make it incumbent upon CPGs to rethink marketing strategies and reallocate promotion budgets.
By making additional digital content available to shoppers, CPGs will be positioned to reinvigorate sales and build long-term brand loyalty. As a critical component of true omni-channel outreach, digital coupons will engage and activate shoppers at the appropriate campaign level – nationally or retailer-specific – and deliver back to CPG marketers key data and direction for enhanced, sales-driving targeting and messaging.
Employing an intelligent communication mix that is responsive to changes in shopper behavior and aligns with demonstrated media preferences is how CPGs will bridge the current gap, leverage the inherent opportunity for growth – and win.

Saturday, August 13, 2016

GST will help industry in becoming more efficient: CEO, HUL

It is too early to say what the precise impact will be, we have to see what the rate is going to be. It will certainly bring about a level playing field and that is something which we are extremely pleased about. The second important benefit will be that industry will have an opportunity to become far more efficient than ever before. This too augurs very well for the industry.

We are absolutely delighted that GST is moving in the right way. We are also very cognisance of the fact that implementation is going and it is not going to be an easy task. We are talking about a big nation, about huge IT systems. HUL has invested a lot in trying to be GST ready. But it is not just about us. Our suppliers, our customers - everyone has to be ready - and that is a big task.

Read more here