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.

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

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 .

well-qualified. They are extensively dependent on the domestic help to ensure household chorus are addressed. The family sizes are small (nuclear) and is limited to couples and their kids.The sub-forty families. 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. (DIFM mindset) . Economic needs and qualifications mean that both parents (and kids) lead a hectic & stressful lifestyle. both at and away from work.

. They have transacted on the web.Their work environment. They are users of smart phones and their phones need to meet their lifestyle. 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. Usage of web is extensive at work and at home. They are starting to enjoy the power of mobile apps. but is still a significant area of concern and avoidable.

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

The Traditional Retailer. .

He owns the shop and caters to the immediate catchment area. . While he has assistants for various functions.He is owner of one of the 12 million traditional retailers in India. (density of 11 per 1000 households) He has been in this family business for a long time (in cases over generations). 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.

Almost all of the business is repeat and his one on one relationships with customers is key.He caters to the catchment area and competes with multiple shops in the area. 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. rather than going up. . however. which has stayed the same over the last few years.per transaction. Some years back. The customers average spend is Rs 200/. his relationship with the residents was very strong.

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

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

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

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

.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) .

‡ the power of real-time market analytics and complete control on the strategy. ‡ Availability of brands online and hence can morph AaramShop platform with any existing marketing campaign. ‡ Option to influence customers path to purchase.absolutely free. ‡ Ability to customize marketing initiatives basis insights from various analytics .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 . ‡ Listing of all national & regional FMCG brands .

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. . 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.

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

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