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Shopper-tunity: Riding the Shopping Cart to Marketing Success in 2012
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Shopper-tunity: Riding the Shopping Cart to Marketing Success in 2012

The growth of India’s FMCG (Fast Moving Consumer Goods) retailed through MT (Modern Trade) is outpacing the growth of FMCG products in GT (General Trade) and has accelerated in the last quarter of 2011, resulting in a 100 basis point jump in MT’s share of overall trade.

This is being driven by a host of key factors, not the least of which is the fact that urban shoppers are increasingly adding to the number of ‘crossover shoppers’ – shoppers that patronize multiple store types to meet a variety of needs. A growing affinity for better value, a more comfortable and modern store experience, a wider variety of categories and brands, as well as compelling deals are driving shoppers to walk into Modern Trade stores even as they rely on their friendly neighbourhood ‘Kirana’ to ‘top-up’ (buying smaller quantities when they run out of stock) or satisfy their need for quick purchases at close proximity. 

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Shopper-tunity: Riding the Shopping Cart to Marketing Success in 2012

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