FMCG companies need to , and they are refocussing on traditional outlets since the sales in modern trade are slipping .
Companies have a marked increase in throughput from neighbourhood ,traditional stores . The advantages cited are;
- fresh stocks , due to lower pipelines
- Better merchandised
- Very high CRM , due to personal interaction of the outlet owner/manager with the customer
- Increased margins are given by the companies which are getting passed on
- ease of "touch and feel"
Traditional sales for established FMCG companies like Dabur account for 95% of their sales , it continues to define and decide the market direction.
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