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Patanjali to adopt GIS to identify potential store locations; to introduce various in-store connect programs to scale up sales

Vjmedia Works | June 20, 2017

The FMCG major is incorporating technology and shopper marketing efforts for building a smooth network of exclusive outlets as well as presence in MT and GT.

As part of their various movements to adopt technology and spruce up production and retailing, the Rs 11000-crore Ayurved-inspired FMCG major of India, Patanjali Ayurved, will soon adopt GIS (Geographical Indication System) to identify potential locations for its exclusive stores as well as to map the buying patterns and shopper behaviour in those respective locations. Patanjali is already in talks with ESRI, world’s biggest company in GIS mapping, to roll out the system by this year. The company is also in talks with TCS and a few other software majors to design their plannograms.

Apart from GT and and MT presence, Patanjali works through three retail formats in India – Arogya Kendra, Chikitsalaya and Mega Stores. The company is currently revamping its stores by introducing uniquely-designed store signages and various POP elements like shelf talkers, end caps, innovative displays, category headers etc. To further enhance the store experience, Patanjali is also planning to introduce augmented reality, through which a shopper can experience a particular store through mobile phones and web platforms.

In an exclusive interview with Retail4growth, Avinash Kumar, CGM – Media & Branding, Patanjali Ayurved Ltd, explained, “Our retail models are designed to build a direct connect between company and retailers. We have more than 700 SKUs in our diverse offerings of food and personal care categories. We are also into holistic healing. Therefore, the requirement for us to be present through exclusive store formats is very high. We are giving importance to them not only by revamping them but also by identifying the right locations for our investors. At the same time, GT and MT presence is very important for any FMCG company and we, too, have huge plans for that. We will soon give ample focus in direct branding in these formats.”

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