In the ever-competitive world of FMCG, brands constantly vie for retailer loyalty. Trade schemes are a powerful tool, but designing the right one can be tricky. What kind of scheme to offer? Who should receive it? When is the best time? How do you ensure adoption? These are all crucial questions, especially when the brand’s goal is to drive volume buying or encourage product variety.

This edition of Kirana Club Insider cuts through the confusion! We surveyed retailers and analysed insights from Kirana Club app with 2 million+ retailer base to uncover the secrets to trade scheme success.

Read ahead to know more!

Retailers’ Pick

4 Trade Scheme Secrets from Retailers

Happy retailers, happy brands! Here's how the Trade schemes can win Retailers’ Hearts!

1. Schemes for All: Retailers love schemes accessible to everyone, regardless of size. This creates a level playing field, keeps things simple for the brand, and fosters inclusivity for all retailers. Wider adoption means more retailers carrying the brand, which ultimately boosts sales.
   

2. Available Everywhere: Retailers crave easy access to brand schemes, no matter where they get their supplies. Distributors and wholesalers shouldn't be gatekeepers.
   Think coupons or info right on the packaging, just like Head & Shoulders' universally redeemable Rs. 24 scratch coupon tucked inside their 7+1 hanger packs. Transparency builds trust and empowers every retailer to participate.
   

3. Consistent Schemes Build Loyalty: Retailers appreciate brands they can count on. Offer consistent schemes (think volume discounts, variety incentives) throughout the year. This keeps the brand at the forefront of their minds and motivates repeat purchases.
   Take a page out of Catch's playbook – they're constantly offering promotions like 1+1 hangers or 1+1 on a Rs. 75 orange juice bottle. These consistent deals create a mental map for retailers, leading to stronger brand recall.
   

4. Rewarding Bulk Buying with Achievable Goals & Substantial Incentives: Retailers are more likely to buy when targets are attainable and are rewarded with substantial incentives. Brands should think beyond basic discounts and consider offering exciting rewards that make the scheme stand out. For example, Patanjali's mango drink scheme (a carton for Rs. 666 with 24 pieces + 6 free) provides a clear benefit that incentivizes retailers to keep more of the brand’s’ product on hand. Other successful examples include Dabur Red Paste's 12+2 free deal and Parle Happy Happy Chocochip Cookies 22 pieces + 2 free offer – all providing significant rewards that motivate retailers to participate.

But who's cracking the code? We were curious to see which brands have mastered the art of retailer love. So we asked retailers, "What's your favourite trade scheme that you can immediately recall?"

The answers were fascinating, and we've compiled them into an infographic!

What Makes These Schemes Stand Out?

We want to hear from you! Tell us what makes these schemes stand out! We would love to hear from the industry leaders! The best answer will be featured in our next edition with a special shoutout! Write to us at [email protected]

Most Loved Brand for their Trade Schemes

Retailers ❤️ Ghadi

One name consistently popped up in our research – Ghadi! Retailers raved about their diverse range of schemes, from free goodies to festive gifts and round the year volume-based deals.

Let's see how Ghadi exemplifies the trade scheme secrets we uncovered:

• Focus on Volume Buying: Ghadi's schemes consistently incentivize buying in bulk, a clear strategy for driving volume.
  For eg: “4 ghadi detergent packet of 1kg, get 1kg free”
  “1 kaata lene pr 10 sabun free milte hai ”
  “1 katta lene par 6 packet free”
  

• Always Something on Offer: Retailers appreciate Ghadi's consistent approach to trade schemes. This constant presence builds recall and encourages retailers to optimize their purchases for potential incentives.
  

• Accessible Incentives: Ghadi goes beyond traditional slab schemes. Scratch coupons, redeemable anywhere, add an element of excitement and accessibility.
  

• Attainable Targets: Ghadi understands the importance of achievable goals. Their targets ensure a fair shot at success for retailers of all sizes.

By excelling in these key areas, Ghadi, RSPL has created a winning formula for trade schemes. Their commitment to inclusivity, accessibility, and achievable targets has earned them the loyalty of retailers across India.

Voice of Retailers

Incentives that Make Retailers Tick

We also explored the types of incentives that resonate most with retailers. Freebies and coupons consistently ranked high on the desirability scale. But what about more extravagant rewards? We presented retailers with a series of "either/or" choices, revealing some interesting insights:

• Cash vs. Experience: 44% retailers were drawn to aspirational prizes like a 2-day Goa vacation, a significant majority (56%) preferred the immediate value of cash.

• Cash vs. Practical Gift: The practicality of a reward matters. While a washing machine might seem like a nice perk, 69% of retailers opted for the flexibility of cash.

• Tangible vs. Intangible Reward: A whopping 85% of retailers chose gold over a company felicitation, highlighting the value of tangible rewards that hold lasting value.

These findings offer valuable insights for brands. Retailers appreciate the flexibility and immediate benefit of cash, but high-value, tangible rewards can still be attractive.

Going Digital: Instant Rewards & Happy Retailers

Cash remains king, but retailers also value instant gratification. Kirana Club’s innovative product activation program allows them to redeem incentives instantly through our app.

Imagine getting 2 million retailers instantly on board with your new product – with a single click! Kirana Club's new AI offering can make it happen.

Ready to unlock explosive growth? Reach out to us at [email protected] today!

Incentives x Kirana Club

A Community Approach To Drive Schemes

Understanding retailer preferences is just one piece of the puzzle. Effective communication and execution are crucial for maximizing the impact of your trade schemes. Here at Kirana Club, we're committed to helping FMCG companies connect with retailers in a meaningful way, and our success stories demonstrate the power of our community approach.

Case Study: Santoor's End-of-Quarter Jar Scheme

Santoor wanted to create a buzz around their free jar scheme targeted at retailers in Maharashtra. However, with only 10 days left in the quarter and traditional distribution channels struggling to deliver clear communication, they needed a fast and effective solution. That's where Kirana Club stepped in.

Our Approach: Leveraging the Power of Community

We knew the key to success was hyper-local communication that resonated with Maharashtrian retailers. Here's how we tackled the challenge:

• Vernacular Power: We tapped into our network of Marathi-speaking Kirana influencers. These trusted community leaders created engaging videos explaining the jar scheme in the local language, complete with a clear call to action: "Offer ending soon, stock now!"

• Culturally Relevant Creatives: Eye-catching visuals designed specifically for the Maharashtrian audience reinforced the message. Marathi text and a clear CTA ("Ask Your Salesperson Today") ensured maximum impact.

• Multiple Touchpoints: We maximized visibility within the Kirana Club app by strategically placing campaign messaging across exit banners, in-app banners, and dedicated brand posts.

The Results Speak for Themselves

The campaign took off like wildfire. Within just one day of launch, it was trending within the Kirana Club community. Over 41,000 unique retailers in Maharashtra were directly exposed to the Santoor jar scheme.

Retailer Survey

Kya Label Padh Raha Hai India?

Inspired by the recent Food Pharmer movement promoting label awareness, we conducted a comprehensive survey of over 3,500 retailers across various tiers of Indian cities and villages. The findings shed light on a developing trend with intriguing variations in label-reading habits.

While half of the retailers reported that only a dedicated group of customers meticulously examine labels, a significant portion (33%) observed a recent upsurge in this practice. This shift is particularly pronounced in Tier 1 cities, where nearly 38% of retailers witnessed a rise in label-reading customers. This stands in contrast to Tier 2, 3 cities and villages, where the pattern remains more consistent.

Despite the observed growth, the primary information sought by most label readers remains essential details like expiry and manufacturing dates. However, a growing segment of consumers is exhibiting a deeper level of scrutiny, paying closer attention to ingredients and brand information. This suggests an evolving consumer base seeking a more nuanced understanding of the products they choose to purchase.

To gain a deeper understanding of these trends, we directly engaged with retailers that offer a glimpse into the on-the-ground reality:

Kirana Club x Partner Brand

Building Brand Awareness: A Case Study with Bajaj Consumer Care

Understanding consumer behaviour is just one piece of the puzzle for brands. Equally important is ensuring product availability across a vast network of retailers, especially in a competitive market. Here, we present a successful collaboration with Bajaj Consumer Care, a leading FMCG brand aiming to expand its market share in the coconut hair oil category.

The Challenge:

Bajaj Consumer Care faced the challenge of promoting their coconut hair oil with an attractive consumer offer, but needed to ensure wide product availability across hundreds of thousands of Kirana stores, spanning bustling metros to remote villages.

The Kirana Club Solution:

We at Kirana Club crafted a comprehensive strategy to rapidly enhance the visibility and availability of Bajaj's coconut hair oil across East Uttar Pradesh. Here's what made it successful:

• Speed: Our extensive network allowed us to introduce a staggering 65,000 retailers to Bajaj's promotion within a single day.

• Influence: Leveraging our network of Kirana Influencers, we significantly broadened the reach of the campaign by generating positive word-of-mouth and promoting the product's benefits directly to retailers.

• Reach: We ensured the campaign reached Kirana stores in all areas, from bustling city centres like Gorakhpur to remote villages.

• Precision: Utilising an AI algorithm, we pinpointed the most relevant retailers based on factors likely to drive sales. This ensured maximum conversion by following the AIDA (Attention, Interest, Desire, Action) funnel approach.

Looking to Solve a Problem for Your Brand?

We'd be happy to connect and discuss how Kirana Club can help you achieve your goals. Write to us at [email protected]

News

Kirana Club in Media

We're excited to share that Kirana Club has been featured for the second time in The Ken, and we were also recently mentioned in the Economic Times!
Read here:
The Ken: How did Pepsico make Sting the energy drink of India?
Economic Times: Retailers cut stocks of impacted spice brands like MDH and Everest

Feedback & Support

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We're always looking for ways to improve Kirana Club Insider. Share your feedback and suggestions you have for future editions! Reach out to us at [email protected]