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Mumbai:
FMCG / CPG brands struggle to get the shoppers’ attention in
the last mile where a lot of brand decisions get made. The problem
is more acute in the neighborhood grocery or pharmacy as the store
sizes are small and the environment very cluttered. Brands use multiple
point-of-sales strategies like posters, stickers, danglers etc to
standout.
AaramShop
has now introduced AaramTVs, which will do a long way in easing
this challenge for the FMCG brands, and it takes the in-store communication
to the next level. AaramTVs are a last mile media option to help
FMCG brands influence the consumers when they are shopping. High
footfalls
AaramTVs
are intelligent AV screens that enable narrowcasting of infomercials
or advertisements, targeted at grocery shoppers, in the last mile
in India. AaramTVs are especially designed for placement within
the traditional grocery channel / the kirana stores / the neighborhood
mom & pop stores. This is the very 1st time that such a solution
has been introduced at the point of purchase to create top of the
mind recall for the customers. Aaramshop will be targeting locations
with high footfalls and aim to associate as many vendors as listed
with them by the end of this year.
The
brand advertisers can use AaramTV to engage with their audience
at the right time and right place - the moment of truth, when a
consumer is taking a decision on her/his brand purchase in the neighborhood
retail shops.
“AaramTVs
are a last mile media option to influence the consumers of AaramShops
(AaramShops are independent neighborhood grocery stores which can
also be accessed online by consumers). AaramTVs engages the shoppers
with the brands while they are shopping and influences their purchase
decisions. This in-store media brings to life brands and their messages
in an otherwise cluttered environment. It puts a brand's merchandising
efforts on steroids.”, says Mr. Vijay Singh, CEO & MD,
Aaramshop.
AaramTVs
are strategically placed only within neighborhood stores that sell
FMCG / CPG brands, thus ensuring a very qualified reach-out to shoppers
at the moment when they are most likely to make the brand choice.
AaramTVs
are supported by seamless cloud technology at the back-end, which
enables real-time selection and targeting of stores and extreme
flexibility in choosing the right messages for the right shoppers.
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