INTRODUCTION TO AARAMSHOP

Contents covered
‡ ‡ ‡ ‡ ‡ The Current Business Scenario being addressed by AaramShop. The Retail Eco-system addressed by AaramShop The process of engagement. The free services that the brands can leverage. The paid services offered to brands.

however FMCG brands are yet to see serious & quantifiable returns coming out of their new media strategies (unlike other verticals like durables. The presence of private labels in the LFRs is a potential long term problem for brands that work hard at creating consumer desire and category interest. ‡ ‡ ‡ . The brands are eager to engage with the traditional trade as the margins and reach is better. the new media related opportunities with the traditional trade have been not existent so far. Most of the new media usage / initiatives by FMCG brands is confined to drive awareness of the brand. still does not result in actual transactions. services or technology). which while a step ahead of massmedia. only to loose out in the last mile.The business scenario ‡ New media offers engagement opportunities like never before. however.

Is a hybrid retail platform for FMCG / CPG brands that engages with the busy urban consumer in a manner to induce purchase by leveraging on the strengths of traditional independent retailers. .

The eco-system that AaramShop addresses: The Brand Owner The Traditional Retailer The Busy Urban Family .

The Busy Urban Family .

The sub-forty families. (DIFM mindset) . The family sizes are small (nuclear) and is limited to couples and their kids. Economic needs and qualifications mean that both parents (and kids) lead a hectic & stressful lifestyle. Travel time to and from work is extensive and tiring yet unavoidable. working in jobs which require them to dedicate time and effort. Focus is on achieving a better & higher quality of life style. both at and away from work. well-qualified. They are extensively dependent on the domestic help to ensure household chorus are addressed.

They are users of smart phones and their phones need to meet their lifestyle. . but is still a significant area of concern and avoidable. Usage of web is extensive at work and at home.Their work environment. They are excessive users of all things on the web and their acceptability to web is a nonissue. ensures that they have ample excess not only to computers but to high speed connectivity. They are starting to enjoy the power of mobile apps. They have transacted on the web.

Shopping of FMCG is looked at as an unavoidable must do (increasingly also at the modern trade) . Significant part of the neighborhood purchase is done on the phone and is delivered or is picked up by the domestic help. The reason for modern trade preference is on account of a better shopping experience and a wider range of choice. However. the regular / daily top up purchases are still done at the neighborhood store.The lifestyle requirements mean that modern trade is where the indulgent shopping is done.

.The Traditional Retailer.

He is owner of one of the 12 million traditional retailers in India. He owns the shop and caters to the immediate catchment area. (density of 11 per 1000 households) He has been in this family business for a long time (in cases over generations). . While he has assistants for various functions. The shop is the core business and takes up all his time. his personal (or family member s) presence in the shop is mandatory to be successful in business.

. which has stayed the same over the last few years. however. Some years back.He caters to the catchment area and competes with multiple shops in the area. Almost all of the business is repeat and his one on one relationships with customers is key. his relationship with the residents was very strong. the newer generation is not very responsive. Home delivery is a critical aspect of his business and can contribute to as much as 40 50% of the business. The customers average spend is Rs 200/. rather than going up.per transaction.

. 30% of the business is where he extends monthly credit. Revenue from other misc income like branded racks etc is about 3% at best. The shop sells at MRP or lower.95% of the shop s revenue comes from packaged consumer goods (FMCG). The biggest loss of business is on account of major purchases being done at the modern trade. the average margin which is available to him is sub 7%. however.

 The busy urban consumer.  The brand owner. .Aaram Shop addresses the business & lifestyle challenges.  The traditional retailer. concerns & opportunities of all the three target segments.

Consumer & Marketing Intelligence is shared. . The FMCG brand owner Products are placed as per existing norms of the company.How does AaramShop work? Fulfillment & POD Logs in. The independent traditional retailers. Shops & places order on preferred AS The order is forwarded to the AS The consumer Products are listed and displayed.

AaramShop s engagement with the eco-system The busy urban consumer The Traditional Retailer The FMCG brand owner The registration. . all value added services ( preferred listing. marketing & intelligence) would be made available at a cost. Registration and listing of the shortlisted retailer is free of cost. All listing of SKUs of the brand is free. All services are available to the retailer free. however. Premium services. when introduced would come at a fee. log-ins and usage of all services available on the site are 100% free and will stay free for ever.

.Free services on AaramShop for brands Please refer to the comprehensive document on the free services offered to brands on AaramShop attached.

Some of the paid services for brands on AaramShop (yet to be introduced except Value@Home Vouchers) .

‡ Ability to customize marketing initiatives basis insights from various analytics . ‡ Option to influence customers path to purchase. ‡ Availability of brands online and hence can morph AaramShop platform with any existing marketing campaign.absolutely free. ‡ Listing of all national & regional FMCG brands . ‡ the power of real-time market analytics and complete control on the strategy.What is in it for the brands? ‡ A transaction ready social shopping infrastructure which ensures a possible shift from I like to click to bag .

AaramShop will not be available for brands of the following nature: ‡ It should not be a private label ‡ It shouldn't be an imported niche brand not qualifying the above parameters AaramShop also does not list commodities. .Key qualifiers for the brand to be listed in the platform? ‡ Brands with national presence ‡ Or a significant regional presence ‡ Should have requisite government approvals (Weights and Measures Specs) ‡ Brands that advertise ‡ It should have a MRP ‡ Should be present at the independent neighborhood retail outlets.

3. By offering incentives via badges and offers on the frequent purchase. 6. By optimizing the product in the consumers path to purchase. By promoting sales promotions and other offers online and with an integrated offline strategy. 7. 5. By understanding reviews by customers and enabling the same by way of enhanced social media integration. 10. 9.How can a brand leverage AaramShop platform for itself? 1. 4. 12. 11. By finding a way on the quick order list. By enabling prominence of the brand within the category to ensure a higher throughput. 8. By ADVERTISING! . By appearing in the featured product category. By targeting AaramShop databases based on consumer behavior. and of sharing their views within their network. 2. By extending their offline promotions and other marketing initiatives on the platform. By enabling its customers to make a more informed choice. By reviewing data-points related to consumer preference and behavior online vis-à-vis the brand and its category. for example vouchers.

aaramshop. Connaught Place. Level 2.com Also join us on N-114. . New Delhi 110001 India.For more information on AaramShop. Please contact AaramShop or your marketing or media agency. Please visit and experience the AaramShop platform on www. Also subscribe to updates relating to professional use of AaramShop PRO and register on the Brand Engagement Center for self administration.