Showing posts with label brands. Show all posts
Showing posts with label brands. Show all posts
Friday, August 23, 2013
Monday, April 16, 2012
Real Paths of Purchase.
The importance of the shoppers' path of purchase is not lost on any brand marketer. If you can get your brand / product in the natural path of purchase of the shopper, more than half the battle is won.
The problem - while everyone understand the importance of the PtoP, establishing an exact path is a very tough exercise. It is made tougher as it would change as per variations in shopper demographic.
This has often led folks to adopt a more "anecdotal" approach to establishing a path of purchase rather than looking at & relying on empirical data.
This has often led folks to adopt a more "anecdotal" approach to establishing a path of purchase rather than looking at & relying on empirical data.
AaramShop has been able to accurately map the buying behavior of shoppers and their paths of purchase using the hybrid commerce platform. While what is presented here is an overall P2P of specific category-wide behavior, it is possible to establish this specific to shopper demographics, like age, gender, etc and also to brand specific behavior.
As illustrated - if you are a brand in the "breakfast cereal category" you are more likely to be bought by buyers of "biscuits & cookies" than by the buyers of "rice, atta, lentils & dals". Make you wonder about brand placement, promos, and lot more.
This intelligence can assist brand marketers to better position / place their products in association to categories, thereby leveraging the consumers natural path of purchase.
You can view the various paths of purchase specific to category in the State of Online Grocery Shopping Report - which you can download from here.
It is important to clarify that these depict "in-store" path of purchase and not the entire consumers shopping journey.
You can view the various paths of purchase specific to category in the State of Online Grocery Shopping Report - which you can download from here.
It is important to clarify that these depict "in-store" path of purchase and not the entire consumers shopping journey.
Saturday, April 14, 2012
What is getting into the Shopper's basket in India.
The report can be downloaded in full from here, however some of the significant & unique aspects are worth highlighting and one of them relates to what is being shopped.
While the men have averaged a spend of Rs. 580/- and the women have
averaged Rs. 552/- when shopping online what is significant is that 30% of the expenditure of an online shopper in India is restricted to two categories - "Rice, Atta, Lentils & Dals" (16.81%) and on "Edible Oils" (13.70%)
Download the full report from here.
Monday, March 19, 2012
Tuesday, August 2, 2011
The integration of the Moments of Truth.
The logic of FMOT is indisputable and has prompted brands to re-evaluate the traditional marketing funnel approach (AIDA and it’s various versions), and design their marketing plans based on the FMOT.
I understand FMOT works well in the Modern Retail Formats (MRFs), but it is difficult to see it working seamlessly in traditional neighborhood retailers (in India) where space is limited and the shopping environment is not geared up for a DIY format. This is important as 90% or more of the FMCG sales are still via the traditional retailers.
Recently and based on changes in the consumer’s usage of the Internet for shopping, Google came up with the concept that it called “The Zero Moment of Truth” (ZMOT), which refers to the pre-buying online research that the consumers undertake prior to hitting a store.
Data made available by the research undertaken by Google, makes it imperative for the CPG / FMCG brands to have a comprehensive strategy to ensure they have a relevant & prominent positioning in the online space.
Most brands are starting to address the two moments of truths and tend to consider these to two separate silos, which need to be addressed with strategies specific to the silo.
At AaramShop, our belief is that for the brand marketing to be effective and for it to result into sales the two silos need to be intertwined. That’s the AaramShop offer to FMCG / CPG brands.
AaramShop brand listing (along with advanced optimization) enables a brand to be “found” by consumers and also enables the brand to leverage itself on social networks to create relevant buzz. The brand could also use integration tools like Aaram Widgets or customized QR codes to further invigorate its social media presence.
AaramShop also enables the consumers to place an order for the CPG / FMCG product immediately – thus bringing the FMOT seamlessly close to the ZMOT. The order, when placed online is fulfilled by the independent neighborhood retailer (AaramShops as we call them). The product / brand is delivered to the consumers doorstep within hours.
It is this seamless integration of the ZMOT with the FMOT that makes AaramShop a unique platform & interesting enough for the FMCG / CPG brands to engage with.
Friday, July 8, 2011
QR code opportunity for CPG / FMCG products.
QR = Quick Response.
Having said that, the implementation & integration of the QR technology for FMCG / CPG brands in most markets (including India) has been very limited and for good reason. Even if you were to get the consumer to use the QR code on the product pack or shelf - what do you do next? A customer's visit to the website for more product information, usage tips etc are great possibilities and should be exploited, however, sales has not been very high on the agenda.
Now AaramShop adds another dimension to what a brand owner can do with the simple QR code - your consumer can now order your specific product / brand and have it delivered within hours to his / her doorstep; and all this without any escalation in the costs.
Re-ordering of your product, just when your customer is about to run out of it has never been easier.
Try it.
Most smart phone either already have a QR reader or the same can be downloaded free from any of the App centers or download from here;
Also try this;
Having said that, the implementation & integration of the QR technology for FMCG / CPG brands in most markets (including India) has been very limited and for good reason. Even if you were to get the consumer to use the QR code on the product pack or shelf - what do you do next? A customer's visit to the website for more product information, usage tips etc are great possibilities and should be exploited, however, sales has not been very high on the agenda.
Now AaramShop adds another dimension to what a brand owner can do with the simple QR code - your consumer can now order your specific product / brand and have it delivered within hours to his / her doorstep; and all this without any escalation in the costs.
Re-ordering of your product, just when your customer is about to run out of it has never been easier.
Try it.
Most smart phone either already have a QR reader or the same can be downloaded free from any of the App centers or download from here;
Also try this;
Wednesday, August 12, 2009
Brands are all about engagement!
"Gone are the days of repetitive, one-way communications urging your target market to buy your product or service. This means your trusted print campaign may not be getting the best ROI. Today's brand strategies have to include methods to engage with your consumers by capturing their hearts, minds and conversations throughout the purchase and relationship cycle, while remaining brand-centric™ at every touch point."
Read the full note on the non-traditional ways of engaging with customers by Desiree Gullan.
Read the full note on the non-traditional ways of engaging with customers by Desiree Gullan.
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