3. OUR STRENGTHS
About Heritage
SHOPPER PROFILE
70% of
customers
are between
25 - 55 years
Income of Rs. 30,000
plus per month
Average time
spent per visit
30 minutes
50% of our
customers
are SEC A
Income of Rs. 50,000
plus per month
Store Format - Super market
(2500 sq.ft. to 6000 sq.ft.)
Store Presence
Hyderabad - 56 | Bengaluru - 15 | Chennai - 32
Trading Space - 3.2 lakh sq.ft. and growing
(2500 sq.ft. to 5000 sq.ft.)
Footfalls/Month - 1.8 million & growing
New ‘Heritage MART’ Hyper format
(Over 10,000 sq.ft.)
100+ Stores & Growing
Hyderabad - 56 | Bengaluru - 15 | Chennai - 32
4. KNOWING IS GROWING
Dynamics
Customer behavior
Decisions shoppers make in store
Category
Decisions
Volume
Decisions
Brand
Decisions
Decide how much to buy inside the store
1/2
Wait in store before choosing a brand
1/3
Shop without a shopping list
2/3
Buy from unplanned categories
1/4
Note the product in the shopping list, not the brand
4/5
Plan to buy from a category but leaves empty handed
1/10
Decide what to purchase in the store
7/10
5. HELPING YOU REACH BIG
Solutions
How to get these shopper decisions to bend your way?
Alliance Marketing
SBI
5% Cashback Offer
Vodafone Kiosk YES Bank
5% Cashback Offer
Retail space branding is the only media which delivers a brand’s call to action at the critical point of decision,
when consumers are making 70% of their purchase decisions. Heritage understands this and shares the
opportunity with brands that would like to exploit the platform to jointly sell a product, service or concept.
Alliance Marketing at Heritage is the zenith of taking advantage of mutual strengths, brand recognition and
customer base.
Display
drives
category
Price
drives
volume
Engagement
drives brand
decisions
Effective use of available
in-store media for
integrating above-the-
line and in-store activity
to create a powerful
marketing campaign with
multiple touch points, to
increase brand’s presence
which in turn increases
your product sales.
Especially in tough
economic times, shoppers
can rarely resist stocking
up on quality brands that
lower the price to sustain
volume sales.
Brands that actually
engage shoppers,
experimentally or
emotionally, tend to turn
shoppers into buyers.
All these steps go a long way in winning the
‘First Moment of Truth’
Second Moment of
Truth (Experience)Stimulus
First Moment of
Truth (Shelf)
6. WE GUARANTEE YOUR RETURNS
ROI
How we
do it?
How can we drive Category, Volume & Brand decisions?
Through effective utilization of branding opportunities in partnership with retailer.
What branding opportunities are available to influence
shopper’s decisions in favour of my brand?
Our in-store media offers brand recall like no others. We provide a multiplier effect from the moment the
shopper engages with the Trolley; he/she is confronted with solutions from on the Shelf to being wowed
with a 3D floor graphic or an in-store demonstration.
Elevating your
campaign to
consumer’s
“top of mind”
Increasing
profits through
driving sales of
non-discounted
items
Promoting
your brand at
the moment of
decision
Encouraging
customers to try
new and existing
products
Stimulating
impulse buying
The power of shopper media can never be underestimated
7. MAKE THEM SEE TO
MAKE THEM BELIEVE
Branding opportunities
Collaboration with Heritage Fresh can help your brand gain better visibility at the POS, thereby influencing
purchase decisions. A brand can take advantage by either partnering as a Sponsor during any of the
below listed campaigns or independently choosing from a host of media available.
Heritage Fresh’s Seasonal Campaigns:
Anniversary Promotions
Weekend Block Buster
Festive Promotions
Monthly Budget Shopping
Weekend Specials
*A sponsor can partner in a campaign that is carried out across the cities using media available in the
retail space in addition to being a part of our Leaflets, banners, Posters etc.
Media available to carry your brand forward
Entrance of the store
Sign board
Glass
Non-lit Hoarding
Banner
Product Inflatable Display
Non-lit hoardings do the job of a billboard but
cost as little as 1/6th
of a commercial hoarding.
Also great ROI is guaranteed.
Aisles
Shopper Stopper
Shelf Talkers and Strips
Wobblers
Floor Talkers
Promo Bin Banners
Fresh Banners
Base Banners
Even from a distance this has an instant and
high impact branding.
Trolley
3 sides of the Trolley
2 sides of the Basket
Chiller and Freezer Talkers
Here, attention of the shopper is guaranteed
for entire length of shopping; 15-20 minutes for
trolleys, 30-40 minutes for baskets.
Other Media
Checkout / Impulse Gondolas
POS Counter Base
Drop Down Banner at POS Counter
Bill Rolls
Carry Bags
Pillars
Leaflets
These other media have their own way of
leaving a mark with the customers.
We are flexible and open for any creative ideas from the brand and can customize as per
brand’s requirement
9. Step Risers
Vegetable Racks
SPACES WHERE YOU CAN SHOWCASE
Available Media
External Media
Entrance Arches
Non-lit Hoarding
Inflatable Display Delivery Van Branding
10. SPACES WHERE YOU CAN SHOWCASE
Available Media
Pillar Wraps
Shelve Strips
POC Counter Base
In-store Media
Chiller Branding
Shopping Trolley
Floor Graphics
11. A RIGHT INFLUENCE SURELY REWARDS
Marketing Collaterals
Shopping Bag A4 Leaflet - Branding Bill Rolls
LCD TV Milk Packet Branding
Milk ParlourBill Rolls
12. THEY SPEAK OF OUR EXCELLENCE
Awards and Appreciations
Images Retail - Most Admired Retailer of the
Year 2014 (Food & Grocery)
Coca Cola Golden Spoon Award for
Most Admired Retailer of the Year 2015 (Regional)
Awards
13. Media Coverage
Cover Story
Dharmender Matai, COO, Heritage
Retail and Bakery Division, speaks to
Progressive Grocer about the steps
and measures that his company
is putting in place to achieve its
Vision 2020 targets as well as the
technological and capital investments
it is making in key areas of operations
to become a truly integrated
omnichannel player by the next fiscal
“We expect to
increase our
retail space to
6 lakh sq.ft. from
3.5 lakh sq.ft. in
the next 3 years”
Awards and Appreciations
