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06 April 2021
Godrej expands to cater to the new omni-channel consumer
Mumbai-based Godrej Consumer Products (GCPL) says it plans to reinvent the way it operates in response to new consumer behaviour, something that it has seen accelerated as a result of the pandemic.
Today, consumers are experimenting more with buying across channels – reading reviews about a product on an e-commerce site, perhaps ordering it there, or going to a neighbourhood store to buy it, according to the Economic Times.
Just two years ago, e-commerce was 2% of the company’s business, this year it is expected to grow to 5% and is forecast to contribute 8 to 10% of GCPL’s business.
The company says in 18 to 20 months it will be able to see where sales are actually made to omni-channel shoppers, whether general trade, modern trade, or e-commerce. Data is a priority for the business as it will be the vital differentiator in an omni-channel environment, GCPL says
The company says it will increase its distribution footprint from 1.2 million direct coverage outlets to 1.5 million. It is appointing 400 distributors and acquiring 50,000 chemist outlets. GCPL is also expanding coverage in rural areas.
“Today, the consumer is experimenting with buying across channels and we want to be sure we have an omni-channel strategy. We are reinventing the way we operate in our existing channels in both urban and rural.” Sunil Kataria GCPL CEO (India & Saarc)