Swiggy rides the sampling route

Swiggy also offers brands the opportunity to connect with its consumers by offering brand samples to its customer base

e4m by Simran Sabherwal
Updated: Mar 25, 2019 8:45 AM

Next time you order from Swiggy, don’t be surprised if you receive a sample sachet. That’s because the online food delivery app is now tying up with brands to offer brand samples to Swiggy’s customer base. “Being a consumer-focused organisation, we are always on the lookout to improve our value proposition to our consumer base. With 1.25 lakh active delivery partners spread across 100+ cities, we preside on a huge direct to consumer channel. This scale combined with our expertise in real time on-demand logistics puts us in a unique position to enable brands to connect with our consumers,” says a Swiggy Spokesperson. 

For brands, this association offers an opportunity to reach out to their core audience at scale and speed powered by Swiggy’s fulfilment channel. Swiggy’s sampling solution also gives brands full visibility into the distribution process and a reliable proof of delivery from the consumer, which is currently absent in most sampling solutions. Additionally, Swiggy users are encouraged to share their brand experience giving valuable insights to marketers on what they liked or didn’t about the product. As per Swiggy, this differentiated proposition offers a tangible & transparent view to brands while they prepare to launch their new offerings.

Swiggy is in touch with leading players in the FMCG & F&B categories which happen to be the most relevant categories for the sampling proposition. Recently, the company piloted a sampling exercise for Kingfisher Radler, the first non-alcoholic product in Kingfisher's portfolio, for their launch in Bangalore. Swiggy is also executing sampling projects for multiple brands from a leading beverage player across Delhi, Chennai and Bangalore. Basis the feedback the company receives from these pilots, the company intends to scale this across cities. 

Currently, Swiggy's core offering of food delivery is currently available in over 100 cities covering all the metros and Tier 1 & 2 cities. It aims to offer brands the option to target across India and cut across a wide spectrum of demographic and socio-economic segments of customers. While the initial few projects have been focused around metros, as more brands come on board, Swiggy’s customers from Tier II and Tier III cities will also be reached for product trials.

Commenting on how this association has worked out so far, a Swiggy spokesperson said, “Our initial runs have been very encouraging with consumers responding positively to the activity. They have been equally forthcoming in sharing their feedback on the brand experience which has helped brands get valuable intelligence on their new product launches.” 

On the other hand, Swiggy says that brands are very excited and keen to partner with them, given the kind of last mile network, speed of delivery and customer profile that Swiggy offers.  For F&B brands, particularly, Swiggy brings in a very strong context of food, which makes us the ideal partner for them to take their products to their potential customers. Another win is for the consumers who get to try new products from top brands, offered as freebies.

A brand which tied up with Swiggy is Tata Gold Beverages which tested products - such as Tata Tea Gold, Tetley and Tata Coffee - from their portfolio. Explaining the rationale behind this association, in an earlier interaction Puneet Das, Marketing Head, Tata Global Beverages said, “In addition to the home-makers, we also have consumers who buy our premium products. These are people who are officer goers with a hectic lifestyle. These consumers eat out and also order in and to target them we decided to tie up with Swiggy and do an innovative sampling instead of the traditional sampling methods used. We are among the first brands to tie-up with Swiggy and tap into these potential customers to try our products.” 

He continued, “We are confident that the product is reaching the right consumer. This gives the assurance that the right audience is sampling audience and the sample product is reaching them. Qualitatively we feel it is a good activity.” 

The other big move made by the online food delivery app is Swiggy Stores which extends the convenience of ordering food from nearby restaurants to ordering anything from any store across the city where the customer resides. Explaining in his blog, Sriharsha Majety, CEO, Swiggy stated, “Think of Swiggy Stores as the superpower that connects you to every store, retailer or brand in the city. If you already know what you want and from what store, great! Just type out the list of items and Swiggy will bring that to you. If you don’t, Swiggy Stores will also connect users to popular stores and list bestsellers for them to discover and be seamlessly delivered by Swiggy. With Swiggy Stores, not only can you order anything from any store in your city but also discover popular stores around you.” 

He continues, “Once you choose a store and list items you want delivered, we will fulfil your order and facilitate payment. Be it a tube of toothpaste for yourself or food for your pet, there will be a Store for all your needs.” 

The company has taken the first step by launching across Gurgaon and will deliver from over 3,500 stores across the city. Swiggy has already partnered with over 200 stores in categories such as Fruits and Vegetables, Florists, Kiranas & Supermarkets, Pan shops, pet care shops, baby care stores, fresh meat stores, health supplement stores and gourmet & organic stores. The Swiggy Stores is currently operating in beta.

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