TOP SHELF

Convenience and correct product placement at right touchpoints triggers impulse purchases and upselling by the new-age consumers.

- SHUBHAM DASGUPTA

Grabbing packets of chips and biscuits and dumping them straight to your cart is easy across modern trade stores today. But, what actually goes on backstage to create such a delightful experience, is the wise technological application and threadbare usage of data from every in-store touchpoint possible. Right from walking in the doorway to checking out, consumers leave data imprints with their behavior and choices, which are leveraged successfully by some of the leading and forward-thinking FMCG brands.

FAVORITES FIRST 

Hema L, Head of Brand Marketing, Simpli Namdhari’s states that research by Deloitte showcased a 30 percent increase in customer engagement and a 25 percent increase in sales for retailers who had effectively integrated technology into their stores. “Research by Neilson finds brands with higher visibility in the marketplace to experience an average of 10 percent increase in conversion rates. Easy visibility amplifies brand awareness and ensures that potential customers can find and engage with your brand effortlessly, increasing the likelihood of conversion,” she said.

Kunaal Kumar, Director, Modern Bazaar, which has 20 outlets across the Delhi-NCR region, believes in attention and awareness. Easy visibility, he says, increases impulse purchases. “Consumers are looking for convenience, and placing products such as chocolates and condoms near checkout counters increases visibility, prompting impulse purchase. We display premium products at eye level or an end cap,” he explained.