Grofers is a recent start-up in the India retail e-commerce industry. The company offers an app that connects customers to stores around them, whereby they can order their everyday grocery requirements and have them delivered at the doorstep. The Grofers app offers a wide selection of products, across categories such as Grocery, Bakery, Fresh Produce, Pet Shop and even electronics. Customers can choose a delivery within 90 minutes of their order or choose a pre-set delivery time for their order. Grofers was founded in December 2013 by Albinder Dhindsa and Saurabh Kumar. It was one of the first-of-its-kind online groceries ordering system, based in Gurgaon, India. Today, Grofers is present in 27 Indian cities, expanding rapidly and is valued at $115million.
The Grofers Story
In 2013, most of Delhi was queuing at the cash counters of local stores or the kirana shops at the end of a hectic work day. When the store did not have what the customer wanted, it was yet another source of frustration for him. It was a time when the Indian retail industry was at its peak, yet was not fully organised. The efficient logistics that ensured merchants from stocking their shelves fully to the satisfaction of the customer was missing. It was into this space that Grofers first stepped into.
Starting as the delivery backend for local merchants, Grofers first established trust with the 100+ stores that they supplied to. After a year of delivery operations, the company ventured into the B2C space and launched the app. Currently, Grofers has tied up with 300 vendors and offers more than 20,000 products.
They Got It – Digitally too!
For a company that took just 10 days to launch its operations in 17 cities, brand presence is vital to keep in line with the quick expansion route, especially in the digital space it operates in. Grofers is probably one of the few companies in the online-grocery-ordering sector that has resorted to a broad spectrum means of advertising, digital channels across India and television/ billboards in Tier 1 cities. The television advertisement of the tired working woman, whose day is saved by the Grofers app – ‘We Get it’, has made its way into the minds of customers
The ‘We Get it’ campaign has been transformed across the digital space too; ‘Rock/Paper/ Scissors – We get it’ goes the eye-catching Facebook post, with the visuals of a pumice stone, tissue paper and scissors! Grofers follows a key dictum in digital advertising – being visually savvy, winning half the battle right there. The Grofers facebook page that has around 60,000 people ‘liking’ it, has a series of the ‘We Get it’ campaign posts interspersed with enticing promotions. With constant promotions, the Grofers Facebook page tries to engage customers to the maximum; the ‘T20 Snacks store’ during cricket matches is one example.
Active on Instagram and Twitter too, the persistent ‘We Get It’ campaign on Twitter ensures not just engagement of the customer, but also quick impromptu conversions. The visuals of a snack or a daily need triggers an instant need for the product in the customer, who will eventually uses the Grofers app to order them.
Grofers has realised that while winning a customer is important, retaining him is more important. Grofers rewards customers who have tweeted something related to the brand; a tweet with the customer’s kid holding a Grofers bag wins a surprise sent to his mobile. The Grofers Facebook page and twitter handle throw out delicious looking recipes from its blog posts, on a regular basis; more reason to order something you need for the recipe! The customer almost always gets something from Grofers. Excess Grofers delivery bags stuck at your place? Grofers twitters you and also notifies you on its app about its scheme on taking back the bags for an offer. Mumbaikars got a free umbrella for every order above Rs.500/- under the Grofers twitter #MumbaiRains #GroferIt #Free campaign in June.
Recently, Grofers also entered the electronics delivery channel with phone chargers and similar accessories. The latest tweet from Grofers announced an end to queues for the iPhone 6s, with their midnight delivery guaranteed on launch day. The company was thoughtful enough to include a FAQs page with the tweet detailing the system of delivery.
All digital channels that Grofers is present on are monitored meticulously. Any feedback or query from customers is taken care of with an immediate response on Facebook or Twitter.
It is a win-win situation for two parties in the Grofers story. While it is a happy customer with more choices and time on his hand, it is also a rosy story for the merchant. The Grofers app ensures the stock keeps moving with constant promotions, while Grofers also helps the merchants in their supply from manufacturers and distributors. It’s no surprise that the Grofers app has more than 7 lakh downloads, paving the way for a sure fire success story!