Connecting brands, local retailers and consumers on a single platform! Yes, it is live.
FMCG sector has never ceased to be in the news. With the recent news of HUL planning to use artificial intelligence to predict grocery needs, every company catering to this sector is hustling to reach out to the end retailers and consumers through real time data and technology.
It’s a no-brainer that brands face a tough route to reach out of these retail outlets, maintain sales and establish themselves in the market.
Numerous brands focusing on online stores such as Big Basket or big modern format retail stores. This “organised” segment forms only 9% of the pyramid with a whopping 91% of sales still happening through offline, unorganised retail outlets. However, current trend denotes that, in spite of the growth and modernization of local retail outlets, over 95% of sales will continue to come through the offline market and of that, only 16% of that will come from the modern retailers. Leaving 79% of sales solely through the local general trade retailers which is expected to be $1.3 trillion by 2020.
A few questions we ask our potential clients are:
- How much do you know about these stores that sells your products?
- Who buys from these stores? What do they buy? How often do they purchase from these stores? What is the average transaction size?
- Do you know what kind of offers they put off from their stores? How often do they have these offers? Whose products are under these offer?
- Most importantly, do you engage with your GT retailers directly and have a two way communication line ?
We guess it’s safe to assume that most of you understand the importance of these questions, and the difficulty in actually procuring such data and insights.
At m.Paani, we are designing solutions for the key pain point for our clients focused on general trade environment. Our product (em)powers brands to connect with their retail counterparts and consumers to run data driven, real time personalised engagements and key metrics across assortment, visibility, target achievement and much more.
Article submitted by: Susmita Paria & Likhith Vempa
If you liked what you just read and think you would be able to help us in solving challenging problems to empower the next billion users in India, then make sure you reach out to us at dream@mpaani.com. We are always looking for smart folks passionate about bringing a change in the society.
