Leveraging Conversational Commerce for FMCG

by Rituparna Nath

August 16, 2021 | 01 min read


Today, every consumer is spoilt for choices. Making the cut to enter the consumer’s shopping basket takes a whole lot of effort and a well-executed RTM strategy. Even for a ₹1 toffee a kid wants to buy, there are at least five brands pitching for the spot at any local Kirana shop in India.

And it’s the same story on digital, or rather worse. Orders placed on one e-commerce site get casually canceled if the consumer finds a better deal elsewhere. Whereas, the product might have been packed and shipped. But that’s a loss most online brands willingly incur on a daily basis to survive the market. 

Yes, Kirana stores in India have been used to this for decades and have continued to grow with the nation’s growing population. But today, every retailer is selling everything that’s in demand, from masks to masalas. So retailers end up losing out to the retailer across the street. 

This can also create possible losses for product manufacturers. If most retailers store similar products, when one shop doesn’t have a particular product, none would have it. So the consumer ends up buying from other brands.  And that’s how FMCG companies end up losing the buck last minute to another available option, and the marketing dollars spent go to waste. 

But in a consumer world where variety is the spice of their lives, competition, and options are inevitable. The retailer can invest more, stocks and more product options to grab the customer with different kinds of bait.  This gives only one way out for FMCG companies to ensure that they and their retailers do not lose out on customers or profit due to product unavailability – Create an immediate and direct communication channel with each retailer to let them order products at any hour

This can only be achieved through conversational commerce. When retailers can directly connect with the seller from anywhere and buy any products they want, they no longer have to wait for the salesman to get the product in their shops, and they no longer have to lose out on customers due to product unavailability. 

Hence, FMCG companies can only beat their competition by being present in retail stores at all times, every single day. Bizom’s Retail Intelligence platform is making this possible for leading FMCG brands by integrating the world’s most used chat application, WhatsApp into the supply chain ecosystem

FMCG brands can create their own WhatsApp chatbot to connect directly with their retailers. 

And with WhatsApp having a user base of 390+ Million in India itself, all retailers in the country are highly compatible with the application, making it easier for FMCG companies to implement this solution in their supply chain in a few clicks. 

By using Bizom’s FMCG WhatsApp Ordering Bot retailers can simply ping the company directly on WhatsApp chat and place orders for all available products. 

To know more about Bizom’s FMCG WhatsApp Ordering Bot, get in touch with us at marketing@mobisy.com and schedule a free demo.

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