Today, small town consumption expenditure accounts for around 60 percent of the country's total consumption expenditure1. And, a majority of small town consumers shop from their neighbourhood kirana store. However, they are not able to consume urban brands and services due to constraints in the current market.
StoreKing understands the challenges of the market and preferences of small town consumers. We have created a complete ecosystem online and work with kirana stores, to connect small town consumers to the best brands and services.
Lack of availability, accessibility and affordability limits brand’s reach to small town consumers. 83% small town consumers travel to nearby cities, more than 20 kms to make bigger purchases. And, only 18% of small town consumers feel that they get quality goods from their local kirana store.
Lack of availability, accessibility and affordability limits brand’s reach to small town consumers. 83% small town consumers travel to nearby cities, more than 20 kms to make bigger purchases. And, only 18% of small town consumers feel that they get quality goods from their local kirana store.
64% of the small town market presents a huge opportunity for retail due to their openness to experiment and drive to keep up their self image.
With increasing internet penetration and DTH connections, small town consumers are exposed to the same media and content as their urban counterparts. Aspirational and with high disposable incomes, the small town consumer is changing and how:
buy brands and 59% see them as trustworthy and reliable. In purchase decisions, consumers give 66% weightage to brand image, functionality and aesthetics.
buy when the need arises, rather than waiting for special occasions.
travel to nearby cities to make their bigger purchases like TVs and vehicles. Smaller purchases are made at their neighbourhood kirana stores within 5 kms.
While the small town consumer is focused on fulfilling basic needs, they also consume financial and banking services. Their spending behaviour is evolving and they aspire to own urban products and services.
Small Town consumers spend on products and services based on their needs, desires and aspirations. While some are open to experiment, others are conservative about changing their brand preferences. They can largely be divided into four buckets of consumers:
We understand that small town consumers are not comfortable transacting online but aspire to own products seen on television and pn the internet. Which is why, we have partnered with small town kirana stores to help small town consumers adopt e-commerce through a trusted channel.
When a consumer walks into the local kirana store, the store owner assists them in shopping from a large catalog on the StoreKing app. The consumer places the order by paying cash to the kirana store owner. The product gets delivered by StoreKing to the kirana within 24-48 hours. StoreKing also offers after-sales service to ensure consumer satisfaction.
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Plot 14 - F1, KIADB Layout, Behind Deccan Herald,
Kumbalgodu 2nd Stage, Mysore
Road,
Bangalore - 560074
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