Last mile
FMCG marketing has come a long way in areas of understanding, targeting, and connecting with consumers. We believe now is the time for revolutionizing the “Last mile” interventions.
Our engagement with Distribution and Shopper Research dates back to 2006, and since then we have worked with all the leading FMCG marketers in India and ASEAN markets, to use data science to transform the way brands & businesses manage the “Last mile”.
Through the years we have learnt that any “Last mile” intervention has to work at a store level, be it a Hypermarket or a small Kirana store. The industry is painfully aware of the fact that there is very little reliable data on Kirana stores. All our efforts are singularly directed at addressing this information gap.
Founders
30+ years experience in FMCG Sales & Distribution and Marketing Services; both in client and agency side
Founder, In-Store Consulting; Shopper Lead at Nielsen South Asia, before starting the development of reta
25+ years experience in data science across multiple verticals
Built Data Science & ML products for leading Media Houses, MT Retailers, Global Energy companies, Supply Chain Companies and FIs
Shopper Practice
Our Shopper Practice focusses on connecting brand marketing with the moment of truth. We believe shopper understanding must come from observing and analysing behaviour rather than getting claimed responses, and that sales teams need simple yet razor sharp execution guidelines, listed by stores.
- Shopper Strategy Studies
- Purchase Decision Hierarchy
- Shopper Communication Development & Testing
- Promo Testing
- New Pack / SKU Testing
- Shopper Sensitisation Workshops
CASE STUDIES
Traditional Kirana Channel contributes over 85% of FMCG sales, yet there is very little data about this channel. reta® is the torch that illuminates this channel store by store and helps brands grow sales.
It is an AI tool that accurately estimates Sell out KPIs of any traditional kirana store. No questions to the retailer, no claimed data. Just give it a few photos and GPS locations of the store and reta® will tell you how much of your category the store sells, which SKUs, and so much more.
reta® has been created for Sales leadership to transform the way distribution is managed. Some areas of transformation are:
- Coverage expansion / optimisation
- Assortment Planning (MSS, Tail cutting & optimisation)
- Loyalty Program Management
- Trade Marketing
Download an introductory presentation about reta®
register for free demo
Trade Research
Our Trade Research Solutions cover two broad aspects of distribution, Wholesale Mapping & Trade Support.
One maps the wholesale channel to identify and unlock wholesale opportunities by way of getting the mix of assortment, promotion, and servicing right for every wholesaler.
The other measures Trade Support for clients' brands at the wholesale and retail points, to help clients assess how their trade programs are doing as also to craft more effective ones.
CASE STUDIES
Clients
We have worked with some of these clients as their Shopper Research Partners in our earlier avatar (In-Store Consulting).
Register
for reta® demo
Contact
- Prasenjit Roy
-
- prasenjit.roy (at) pectenandpinna.com
- +91-98182 55864
- Baan Bapat
-
- baan.bapat (at) pectenandpinna.com
- +91-84476 00038
