What is the effect of the new age shoppers on the way you have looked at In-store marketing? Tell us about your various in-store marketing events and sampling at the retail level for better customer connect in this regard ?

Nutrela is a leading brand in the soya food segment with a loyal consumer base. We primarily use merchandising displays which are optimized keeping in view the store layout. From an event perspective, we conduct a lot of consumer contact programmes involving wet sampling to communicate the variety of dishes that can be made with soya chunks.Recently we have launched the Nutrela Culinary Festival to connect with our consumers and educate them from a 3 proved perspective – the nutritional superiority of Nutrela,  the huge variety of dishes that can be made with it and all this with no compromise on taste.We will be taking this initiative at a national level across various platforms including more in-store events.

What transformations have you observed in the new age customer and what are the initiatives that you have had to take?

The new age consumer knows what he/she wants. They are well connected and aware about new age technology and what’s new in the market. Therefore, Nutrela strives to give them something new every time when they interact with the brand. The Nutrela Culinary Festival is one such insightful initiatives which connects with our TG at an informational as well as emotional level.

Do you see a visible difference in shopper response when you undertake a major in-store branding of your products? Or like when you do festivals like Nutrela Culinary Festival etc, do you see a rise in the sales?

We do see a favourable response during and post the activity as well. We have certain benchmarks basis which we define success and based on which we scale up the activity. The rationale for initiatives like the Nutrela Culinary Festival is not a short term spike in sales but to lay a foundation and build a long term relationship with our consumers.

How do you plan for the point of purchase displays in retail outlets?

In today’s changing environment where consumers are actively seeking for nutritional benefits in every product, Nutrela offers various healthier options in their diet. Therefore we focus on highlighting the nutritional and taste aspects of Nutrela soya at point of sales which resonates well with today’s consumers.

How do you measure the effectiveness and ROI for the investments in in-store marketing?

We do not view our marketing initiatives as an expense but rather as an investment in educating the consumers on the quality and taste aspects of Nutrela soya and how it can be used in various recipes. We do check the Brand health parameters in various ways through regular consumer interactions / shopper observations / annual brand health surveys which measure key parameters etc. Over the past 3-4 years, Nutrela’s key brand health scores have become even more robust.