The BTL Life

Friday, May 23, 2014

Neighbourhood kirana shop is spiffing things up.

Business Today examines how the traditional trade stores (general trade stores) are managing the challenge posed by the large format modern trade outlets in markets like India.

The feature examines both the initiatives taken by the owners / retailers themselves and the support that they are getting from multiple organizations like AaramShop not just to stay competitive but to thrive.

Read the full article here

Wednesday, April 9, 2014

Prof Rajiv Lal on retailing in India.

Came across Prof. Rajiv Lal's interview in the recent Forbes and this brief interview with Mint. His views echo our business premise and his jargon-less logic is superb especially on food retail.

Thursday, March 27, 2014

Passion is Overrated!!

Interesting perspective :-) and a captivating presentation. Getting hold of the book next.

Sunday, January 5, 2014

How 2013 Transformed Digital Marketing.

Came across this wonderful Infographic on Think Inside - It was indeed a wonderful year for digital advertising.

"New technologies took off, helping brands, agencies and publishers reach today’s constantly connected consumers more easily and effectively than ever. Creative got more intelligent, campaigns spanned screens and formats, media buying went real-time, and new metrics for success emerged."

Here’s a look at the big shifts that redefined the industry this year—and for many to come.

Tuesday, December 3, 2013

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.