State of Grocery Home Delivery Report : India

As part of our constant endevour to understand the evolving trends & shopping behavior of grocery

consumers, AaramShop undertook an exhaustive research across 150 stores in the Delhi & NCR. The core objective was to understand the entire scope of "home delivery" within the FMCG segment and its current and future impact on brands. 

The research results are in and they indicate that Home Orders at the neighborhood retail stores are starting to become very significant indeed.  This, of course, has significant implications for brands from the following points:

a.    How to influence the customer when she is planning her monthly purchase

b.    How to influence her when she is placing the order

c.    How to influence her when she is getting the delivery

We found that 60% of the shops surveyed had more than 40% of their business coming from the Home Orders. Y-axis represents the % of business via home orders.

If you are interested to get hold of the full report, please send me an email or a tweet.

Related articles

• The changing profile of Indian retailers & AaramShop.
• Point of Sale has moved - from the store to the consumers' home.
• Mobile Disrupting Path to Purchase.
• Simplified Online Plan for FMCG brands in India.

Point of Sale has moved - from the store to the consumers’ home.

Traditionally FMCG brands have focused their marketing efforts on ensuring high brand visibility at the stores & while that is critical – there is an aspect that might be getting overlooked.

Home Delivery!!

The new point of sale is the consumers' home.

Home Deliveries are the backbone of the general trade in India. Our research has revealed that some of our AaramShops have as high as 55% of their business from home deliveries, while the average home delivery business across urban stores is a high 32%.

The prevalence of such a high level of home delivery across urban centers of India warrants a strategic rethink by brands.  The challenge with home delivery is that the consumers are just not walking-in to the store, as the orders are getting placed on the phone or online. Obviously the last mile visibility & communications strategy is not working for these consumers.

The solution lies in reaching the consumers in their homes, and influencing the buying decision right where it is made.   

At AaramShop, we have custom created unique solutions to tap this huge opportunity – we have the network, the coverage & reach, the technology and fine-tuned processes to ensure that brands can influence consumers to get a place within the home delivered orders. 

Talk to us if you need help in reaching your brand communication, offers and promotions directly to consumers and have them serviced via AaramShops.

Related articles

• AaramShop's Mobile Coupons.
• 2000+ AaramShops to choose from.
• Free Services Available for Brands on AaramShop
• Integrating the moments of truth for FMCG brands.
• Why digital & why AaramShop

AaramShop's Mobile Coupons.

Happy to roll-out our end-to-end mobile coupon solution for FMCG brands. The solution leverages the strong network of AaramShops across the country to ensure ease in redemption. 

AaramShop’s Mobile Coupons enable brands to deliver their promotions directly to the consumers mobile, targeting the right audience with the right offer. Our mcoupons, are proven to deliver higher redemption rates and reduce operational costs in Indian retail environment.

Learn More here

Reviews Ensure Buzz which can be tapped.

Online Consumers Reviews are a powerful but under-utilized opportunity, especially within the FMCG brands. All researches indicates that consumers listen to and believe other consumers; real people with real brand stories. 

AaramShop presents a great opportunity to generate reviews, share and help consumers acquire brands that they love. It is the last mile connect enabled by AaramShop with its unique web to doorstep model which ensures that the online consumer reviews have a higher RoI, wherein brand advocacy can be put to effective use.

Related articles

• Integrating the moments of truth for FMCG brands.
• Seamless Marketing Support from AaramShop.
• "Call to action" on FMCG print ads.
• Free Services Available for Brands on AaramShop

The most shared sectors on Facebook is FMCG.

Fashion-savvy brands have the strongest and most social communities on Facebook, according to an infographic from Socialbakers.  They arrived at this by Measuring activity from 5,000 Facebook users during one month, the graphic shows that fans of fashion, automobile, and e-commerce pages take the top three spots when it comes to total interactions, total “likes,” and total comments.

Not surprising, as new lines & products are introduced virtually every day in these categories, however, what did interest me was that when it comes to total shares, fast-moving consumer goods (FMCG) led the pack, followed by the nonprofit and travel sectors. FMCG brands a reason to smile on their FB walls.

Related articles

• Customer Journey to Online Purchase (CPG / FMCG)
• 3 things for FMCG brands to consider when using social media
• FMCG sector faces regulatory risk from TRAI that could impact their advertising spends
• The Digital Wake-up Call for FMCG Marketers
• Online FMCG / CPG Retailing - it's challenges and opportunities

Customer Journey to Online Purchase (for CPG / FMCG brands)

The customer journey has grown more complex. Before making an online purchase decision, a customer may engage with your brand through many different media channels over several days. 

However, for all the focus on "social", it is interesting to note that "email" as a marketing channel plays a more effective role in "assisting" the customers in their purchase.  Assisting channels build awareness, consideration, and intent earlier in the customer journey or “purchase funnel.”

The chart below looks at CPG (FMCG) buying behavior.

The info above is part of Think Insights of Google.

Related articles

• "Call to action" on FMCG print ads.
• CPG / FMCG buying behavior is different.
• Online FMCG / CPG Retailing - it's challenges and opportunities
• The CPG Industry's Path to the Internet: As a Sales and Marketing Channel
• Integrating the moments of truth for FMCG brands.

"Call to action" on FMCG print ads.

A number of daily essential brands (FMCG & CPG) have started experimenting with integrating the benefits of the AaramShop platform into their digital assets and also in creating viable "call to action" on their traditional advertising initiatives like print adverts and product packs. However, some confusion persists and hence this post. 

Brands have traditionally been used to creating advertising & communication campaigns which are predominantly focused on increasing awareness & recall. 

While consumer durable print ads normally have a dealer panel where customers / readers can visit and buy or a website where the purchase could be done, FMCG / CPG ads are completely devoid of any "call to action". 

The assumption is that the consumer would be able to recall the advert in his / her next visit to a store and then will proceed to buy - leading to a gap between interest and action, and thereby inaction.

AaramShop now enables consumers to add brands that they love directly to their shopping lists - which can be used both online and offline. Once the brand is within the consumers' shopping list, re-purchase becomes effortless. 

Try the above mentioned example and write to us for more details on how we can help you modify your next advert into a shop and convert your reachability into shoppability.    

Related articles

• Integrating the moments of truth for FMCG brands.
• The Aaram Widgets will help close the loop.
• Why digital & why AaramShop
• QR Code integration opportunities for brands on AaramShop