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Shelly’s infuses the traditional flavour at retail

By Nabamita Chatterjee | October 11, 2017

Shelly’s, the popular brand of Bengali Readymixes, Mixed Masalas, Pickles and Chutneys from the house of Surji Agro Foods Pvt. Ltd. has been enthralling the kitchens of bengali household for quite some time. Point-of-Purchase chats up with Bodhisatwa Datta, DGM - Marketing to know more about the in-store marketing strategies they use to expand their target audience.

What is the impact of the new age shoppers on the way you have looked at in-store marketing?

New age shoppers are not emotionally driven unlike the midage or older shoppers. Their buying habits depend on the quality of the product than the quantity or any other aspects. Thus we, at Shelly’s, have designed a communication focusing on the quality and Bengali lineage of our product range.

It only shows/communicate the quality, purity and the user-friendly aspect of our product range, which enables the consumer to get the traditional and authentic taste of Bengal, at ease.

What key changes have you seen in the new age customer and what are the initiatives that you have had to take?

Shoppers, today are driven by functional benefits of the products. They do not hesitate to try out new products, if it suits their requirements. It is quite challenging for any company to keep new age customers brand loyal, keeping upto his everevolving demands. As a company we have focused on the quality aspect of our products, adding newer variants from the kitchens of Bengal, to our portfolio that caters to the need of the new-age consumers and we communicate the same to our consumers through our Products and other channels of communication.

Do you see a visible difference in shopper response when you undertake a major in-store branding of your products?

As per the research, 95% of the buying decision is taken by the consumer at the retail point. Modern India is changing the way it buys. Though Modern Trade is still much smaller in comparison to the General trade, with the growth in the economy and urbanization, Modern India is changing the way it shops.

Our experience in Modern Trade over the years have shown results to customized communication and visibility to highlight the products offers, with spike in the off-take from the shelves.

How do you plan for the point of purchase displays in modern trade outlets and general trade for this product?

Shelly’s focus is on innovating our product offering to meet the evolving demands of the consumers. Consumer stays loyal to those products which satisfy their needs. Our communications, both in modern trade and in general retail, highlight the aspects of purity and authenticity of the recipe. The same is translated at the consumer touch points in terms of various traditional and innovative display materials to engage with the consumers in terms of the new product introduction/ festive or seasonal offerings.

Considering that most of the products of Shelly’s are a new concept, we have been accepted by most of the major Modern Trade Channel partners. The innovative visibility of the product, not merely in terms of the display, but also the labeling and packaging has helped us gaining acceptance across geographies and Modern Chain verticals, thereby expanding our footprints over the last few years.

How do you measure the effectiveness and ROI of the investments in in-store marketing? Have the methods changed from the past?

While initially the challenge was to be visible to generate trials and offtake, the parameters have changed over the period of time. The off-take during the activation period against the non- activated tenure is one of the parameter, we also measure the off-take from the category spaces, against the activated zone, consumer feedback at the shop floor level and other metrics to measure the activation efficacy.

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