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| AaramShop launches the first ‘State of Online Grocery Shopping (SOGS) Report – India’ |
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First Report of its kind launched on Online Grocery Shopping Behavior
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New Delhi: AaramShop is a unique hybrid online retail platform that brings Brands, Consumers and Neighbourhood retail stores together. It enables shopping for groceries / daily essentials / FMCG / CPG brands online. AaramShop is essentially designed keeping in mind the modern consumers’ busy lifestyle.
The State of Online Grocery Shopping (SOGS) Report 2011: India, focuses on and highlights specific trends around the Indian shoppers’ behavior when they shop for groceries and daily essentials online. The SOGS report is based on analysis of actual purchase data of CPG/FMCG brands that are freely listed on AaramShop in 29 different product categories.
Some of the key insights from the analysis are: |
- Consumers are coming online to buy the entire basket of goods that a typical household consumes every month.
- Males seem to be more inclined to shop for groceries online, with women contributing to only 37% of buyers.
- It is interesting to note that for both the sexes, people from 22 to 45 years of age constitute over 85% of the online grocery buyers. So online grocery buying does not seem to be a “youth” activity
- The difference between male and female buying behaviour is also reflected in the range of age of people buying online. So for women, it is the 36 to 45 year olds who contribute the largest buyer segment; while within the men, it is the 22 to 35 year olds.
- 87% of online shopping for grocery on AaramShop is happening after 1200hrs, and over 80% of the orders placed have a request for the same day delivery.
- It has been observed that 87% of online shopping for grocery is happening after 1200hrs, and over 80% of the orders placed have a request for the same day delivery
- The categories that have seen most transactions include: Staples (rice, wheat flour, pulses), Edible oils, Coffee & Tea, Laundry Supplies, Biscuits & Cookies, Snacks, Milk & Dairy products & Chocolates & Sweets. The top 5 categories make up 54.98% of the total value of products ordered online.
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The above report is based on actual online transactions, done through 100 retail partners, across National Capital Region, from 15th of July, 2011 to 31st of August, 2011. The SOGS Report 2011 has been created to act as a possible guide for FMGC/ CPG brand marketers for them to evaluate and incorporate some of the insights in their marketing strategies.
The SOGS Report can be downloaded from http://www.aaramshop.com/reports/sogs/sep2011/
About AaramShop
AaramShop is a unique hybrid retail platform that enables shopping for groceries / daily essentials / FMCG / CPG brands online. The order is given online on the website or the Facebook page of AaramShop, and the delivery is done by a listed kiranawala (independent neighborhood retailer) closest to the consumer who has given the order. The listing of brands, kiranawalas and registration of consumers is free. The payment for the products ordered is done at the time of delivery. The concept was initiated on the 14th of June 2011.
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