Tuesday, September 27, 2011

Analysis of online grocery shopping in India.

As a FMCG / CPG brand marketer, you will love this comprehensive report on the Indian consumers’ online purchase behavior across FMCG categories and its related impact on brand preferences. 

In the SOGS Report: India, findings have been presented in terms of four broad parameters:

1. Who is buying groceries online? – SOGS report dives into demographic details of the shoppers including gender & age and it's impact on purchase. 

2. Where are the buyers coming from? - the current report restricted to the National Capital Region.

3. When they are shoppers buying the groceries? - time frames and order patterns.

4. What categories and brands are they buying? – Comprehensively explores categories and sub-categories and the top selling brands within them.

Data used on the SOGS report is based on actual purchase data on AaramShop covering 542 shopping bags between 1st of July 2011 to 15th of August 2011.

You can download the free SOGS report from here. 
The report is 6.25MB and in a PDF format.

Monday, September 26, 2011

Thursday, September 22, 2011

Unlearn e-commerce to win.

Jon Stine at the CISCO Retail Blog, in his recent post - seems to have hit the nail on the head. He writes:
"When e-commerce entered retail life in the mid-1990s, it was understandably regarded as just another channel of distribution – indeed, as just one more store. With this perspective, the key performance metric was (and generally remains to this day) site revenue. Conversion, another key metric, was defined as site transactions as a percent of site visits.

This still makes sense – but at a narrow, misleading level, because e-commerce no longer defines the connected world for retail.

In this age of Google and Facebook, the primary value today of the Internet to the shopper – and to your brand – is less about transactions, and more about search. On the PC, on the tablet, on the mobile devices, amidst the aisles.

The Internet – and the search function of the ever-mobile Internet – is now the front door of the entire brand."

What Jon points to is what we AaramShop are experimenting with - the hybrid retail model of integrating the "zero moment of truth" of the shopper with respect to any brand (ZMOT / online research, social media engagement), with the "first moment of truth" when the product is actually bought. (FMOT)

The brands should appreciate the fact that the FMOT for the brand need not happen in the traditional e-commerce manner for them to have a overall e-commerce strategy for their CPG / FMCG brand. The huge volume to pre-purchase online research is being overlooked due to the limitations of the old e-commerce thinking.

Wednesday, September 21, 2011

Review: Google Wallet

I have seen the future, and it is called Google Wallet.

Note, however, that this future is just that: the future. As in, something not now. I’ve lived with Google Wallet in my life for the past week or so, and have walked away thoroughly impressed — but while Google Wallet may be launching today, don’t expect it to kick your actual wallet out of your pocket any time soon.

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