"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.    

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Brand Stores on AaramShop - here is why.

EveryWhere Commerce via mobile devices.

Now add "Shoppability" to "Reachability".

FMCG & CPG brands reach out to consumers using every media option available - both offline and online. However, what has often been missing is the possibility of translating brand awareness into action - that too real-time.

AaramShop's plug-ins now enable consumers to add the brand they want directly into their shopping list - commerce happens across touch-points and across devices.

Talk to us to understand how we enable EveryWhere Commerce.

Key consumer drivers that influence grocery buying.

This info-graphic is based on our experience, over the past few years, of influencing grocery buying using the unique hybrid model of AaramShop.  The hybrid model of AaramShop allows us to view both the online and offline buying behavior of consumers.

This info-graphic is focused on the process of buying.

Extending Shareability to Shoppability.

 

Here is our much awaited solution for all brands that have created a large community of "fans" on Facebook. Here is the next step - a step that helps the brands get into shopping lists of consumers and ensure that the product is bought regularly.

Would like to know more? Let's talk.

EveryWhere Commerce.

The ‘e’ in ecommerce no longer means electronic, it means everywhere.

Ecommerce is defined as the process of buying or selling over electronic systems, but as the shopper's experience has become more complex, the 'e' in ecommerce no longer means electronic, it now means everywhere.

The Harvard Business Review asked in 2011: "Is it an e-commerce sale if the customer goes to a store, finds that the product is out of stock, and uses an in-store terminal to have another location ship it to her home? What if the customer is shopping in one store, uses his smartphone to find a lower price at another, and then orders it electronically for in-store pickup?"

From the customers' perspective, they now expect access to the whole catalog, not just the range of goods in a particular location, and they expect this catalog to be available whenever and wherever they want it. People can shop potentially every minute of the day.

From the companies' perspective, there is an opportunity to connect with shoppers and have a much fuller relationship than traditional, mainstream bricks-and-mortar retailers ever did.

Download the full report on Future Shopper from here

Introducing AaramOffers.

For more information on AaramOffers by AaramShop, and how they can be used by retailers visit the Channel Engagement Center

AaramOffers are hyper-local offers on grocery and daily essential products, that enable consumers to find the best offers within minutes from their homes and have them delivered at their doorstep.

AaramOffers are currently restricted to retailers within India.

 

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The internet & The Local Business.

Local businesses and brands that use local businesses to market / sell themselves understand the power of "word-of-mouth" marketing. However, it is normally expected that the internet marketing is the domain of larger corporates and that your local store is immune to its impact. 

Contrary to that belief Milo, an online product locator, has put together this infographic that speaks volumes about the power of online reviews for local businesses.

According to the Small business Search Marketing Survey by American Express OPEN, U.S. small businesses can still count on word-of-mouth as a top way for shoppers to find them. Close behind, however, is the Internet. Local consumers now heavily rely on search engine power when shopping locally. 

This trend binds in very well with the AaramShop's strategy of bring the local neighborhood grocers online, thereby get them future-ready.

View the full infographic here

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• 
  

From the web to the consumers' doorstep; enabled commerce for FMCG brands.

FMCG brands are uniquely challenged when it comes to exploiting the digital boom. The in-ability to close the loop using a traditional e-commerce route has plagued the sector forever. 

Almost all digital spends undertaken by FMCG brands have resulted in an increased awareness and engagement, however, resultant transactions have been a challenge. 

Traditional ecommerce has been a non-starter in the sector due to low product cost, lower retailer margins, very high logistics costs etc. 

AaramShop’s unique model, enables FMCG brands to extend their digital campaigns to have a last mile connect. 

Connecting digital assets to last mile assets for FMCG brands

AaramShop enables home delivery of your brands to millions of households across India via its thousands of partner retailers who are strategically placed within the neighborhoods. 

View a simple example here of how a “buy now” integration can change a touch-point to an action point. 

To ensure that your next digital campaign or your existing digital assets get you a higher and a trackable RoI, do contact me.

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• AaramShop Grocery Festival - the power of many.

AaramShop Grocery Festival - the power of many.

We have all seen "festivals and discount sales" being advertised by leading retailers on a month on month basis - and therefore it is quite obvious for folks to turn around and question the uniqueness associated with the AaramShop Grocery Festival which has been announced today for the next 8 days. 

The similarities end it being called a festival - the format is unique as it is probably the very 1st of it kind of multi-retailer, multi-brand format focused on FMCG / CPG brands.

The festival would run for 8 days at over a 1300 independently operating neighborhood grocers across New Delhi and 5 satellite towns catering to a population of over 22 million. 

AaramShop Grocery Festival is the largest unified consumer promotion created for small, independently operating retailers operating out of our neighborhoods.

The ASF is not designed as a "discount sale", but rather about creating pleasant surprises for shoppers when they buy any brand of groceries and daily essentials at their trusted neighborhood store. It is all about getting a little more than what the shopper had expected. The shopper gets to be part of the festival either by walking into the store or by ordering on the phone or by ordering groceries online from his neighborhood retailer using AaramShop.

The festival has been cleverly created to adopt to the varying business practices of the independent retailers and thus does not need modifications in the "business as normal", while at the same time helping the retailer grow his business.

The festival also helps brands connect with their consumers and retailers in a meaningful manner and therefore the festival has been partnered by some of the leading brands. The lead sponsor of the festival is Catch Salts & Spices (DS Group) & it is co-sponsored by Kohinoor Rice (Mc Cormick), Colgate Total (Colgate Pamolive), Saffola Oats (Marico), Red Label Natural Care (Hindustan Unilever), Sofit (Godrej Hershey) & Vanish (RB). 

 

The Delhi & NCR edition of the festival is the 1st of the series of festivals which would be held across the country and with the hope that the festival would have a positive impact on the businesses of the retailers over time and during the initiative. Contact us to know more about this initiative.  

Shop Small - a wonderful initiative.

At AaramShop we had initiated the Indian Independents' Day on the 16th of August and we will grow the initiative year on year.  Our confidence in the initiative is heightened when we look at success of similar initiatives around the world - especially Shop Small in the US.

 

The initiative has boosted sales for Small Businesses across America by 23%. Has been made an official holiday by the United States Congress. Was tweeted about by President Obama. 

Almost 3 million people engaged with it on Facebook. Covered extensively by National and Local News media -- millions of dollars in free PR. In just 2 years, it has solidified its place as a national holiday and cultural phenomenon.

Read more here

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Einstein Simplified!!

If Einstein can be simplified, I bet digital  marketing for FMCG / CPG brands can be simplified as well.

You would have noticed that it is difficult (if not impossible) to wrap up a digital / online marketing discussion, without learning a few extra jargons and tech-speak. All the jargon has a MEGO effect on me (`My Eyes Glaze Over') :-). 

If you are into jargons pick up a few from here.

The other interesting bit in most discussions is the "evasive action" when it comes to quantifiable returns from the marketing spends. 

At AaramShop, we have taken a few steps towards addressing this challenge by creating a marketing program which converts consumer touch-points (jargon 1) into shopper action-points (jargon 2) for FMCG / CPG brands. 

Talk to us about our Simplified Online Plan for FMCG brands (in India) and sign-in for the Step-Up Program. 

You are assured of time porn (jargon 3) 

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