GlobalGraynz Tries To Add Niche Merchandising To Online Grocery Shopping

Online portal GlobalGraynz is trying an innovative marketing technique to add value to otherwise highly generic online groceries market. The portal has been listing exotic spices & herbs which are typically foreign & rare to find in India.

What does the site sell: Groceries are one of the most generic commodities. Whenever one thinks of groceries, the spread is pretty obvious. In fact, multiple sites have mushroomed in the last two years. Most of these sites seem to sell similar products or as their commonly referred to as ‘Produce’, at slightly varying rates. There is no differentiation between the products & their sellers. This creates a tricky situation & doesn’t allow such portals to project themselves uniquely & carve a niche. To address this precise concern, GlobalGraynz has chosen to sell only selective products. Additionally, the site seems to have very selective market of buyers who prefer to conjure up dishes which have foreign origins.

How does the site create demand: This is where the marketing methodologies skillfully utilize the crowd-sourcing techniques to actually encourage contribution & generate demand. The website accumulates international recipes and cuisines from across the food blogs. Additionally, the site gives due credit to the original submitter thereby ensuring successive contributions. In essence, the site is now attracting contributors of recipes that have herbs & spices which normally do not feature in Indian cuisine.

Though the site seems to have an elite nature, the inventory currently tops-out at mere 150 items. To make them more appealing the site bundles the ingredients as per recipes in a section called Chef’s Boxes. Essentially it’s just a package of ingredients for a particular recipe.

Online shopping portals often look-out for innovative marketing tools to enhance appeal of their sites. Well, groceries, is one of the least appealing verticals. But GlobalGraynz has managed to change the perception with value addition as well as individualism. Do you think such niche marketing will ensure success for the site?

Source: Watblog (http://goo.gl/B7OoaI)