GOBD sale, partnership with grocery stores biggest source of acquisition, says Vakul Agarwal of Grofers

With the Grand Orange Bag Days sale currently underway, Vakul Agarwal, Director, Retention and Consumer Lifecycle Marketing, Grofers, says the sale has a huge hand in customer retention and acquisition. Agarwal said Grofers ‘Grand Orange Bag Days’ (GOBD) is the biggest sale in the online sector and they are targeting a GMV (Gross Merchandise Volume) of Rs 500 crore from it.

Agarwal said the brand’s partnership with grocery stores has led to a boost in consumer awareness for them. “Supermarkets are our biggest source of acquisition since the business targeted planned purchases by the consumers. Grocery stores play an important role in GOBD, apart from driving awareness around the sale, they also help our offline buyers avail of the unique propositions offered during GOBD,” he said.

Talking about the brand’s association with Grocery stores, Agarwal said, “Our core brand is Grofers online. But we are developing an offline business as well by partnering with Kirana stores.” Previously Grofers had converted grocery stores around Delhi and NCR into ‘Grofers discount’ stores and provided the stores with inventory management and technology support.

The Grofers GOBD, which is currently on, aims at bringing 1 million consumers to the world of online grocery shopping. Talking about the brand’s marketing distribution, Agarwal said print and outdoor media has helped the brand create conversions.  “While TV, digital, AV, radio, and OOH are the awareness and consideration-building mediums, print helps us in conversions. Ambient marketing helps create recall for the sale campaign,” he said. He also said they use social media for building customer testimonials and credibility.

Grofers also partnered with Red FM with an innovative campaign, ‘Bachatey Raho’, where Red FM turned ‘Orange FM’ for a day. Nisha Narayanan, COO, and Director, Red FM, said, “We are happy to continue our association and extend this collaboration to Grofers GOBD. The idea was to spread awareness about the exciting deals that they are offering. We have again turned Orange FM for a day making it yet another innovative brand partnership. As a brand, we are open to innovative solutions that give our advertisers an unmatched value.”

The brand has expected over 30 lakh orders from the sale, for which Agarwal said the brand has ramped up hiring and supply chain capabilities to cater to the demand. “Apart from lowest prices on groceries, every consumer who shops during the sale days from January 18-26, will be getting a 100% guaranteed inaam on every purchase.” Agarwal further said the brand’s USP is the lowest prices it has to offer. “A lot of players may have joined the segment, but it does not bother us from our aim to serve our consumers better and continue providing them with the lowest prices on their groceries. Our aim has always been to put the consumer first, and that is exactly what we have been doing ever since we came into existence,” he said.

Prashant Verma, Vice-President, Marketing, Grofers, said, "We created Grand Orange Bag Days (GOBD), the largest online grocery sale in India, to differentiate on not just low prices but also consumer delight. In this edition of the sale, we are providing a 100% guaranteed inaam as delight on every order to our customers. The innovation of Orange FM with RJ activations is an integral part of the credibility phase of the campaign to build social proof. 'Bachatey Raho' with Grofers build synergies with our brand proposition and help us reach relevant audiences in both Delhi and Mumbai."

According to reports, the company witnessed a GMV of approximately Rs 403 crore, which was the highest by any e-grocer and also introduced eight lakh new consumers to online grocery shopping in the last edition of the sale.

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