Hyperlocal is here to stay

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Beyond Apps


Why Hyperlocal is here to stay

July 2016


What is Hyperlocal ?

• Hyperlocal is a platform to enable local offline services from anywhere, anytime.

• It is a digital footprint with location intelligence for the consumers to bring you what you want exactly & where you are.


Why Hyperlocal ?• Today offline and online businesses are vying for customer

attention. • Online is a new trend and combined with the consumer

location - the offline businesses worth billions are activated in the online world.

• Hyperlocal platforms solve the problem of matching immediate demand with the nearest available supply in the most optimized manner. Perhaps this is the reason why most of the e-commerce giants are opting for Hyperlocal distribution channels.


Factors leading to Proliferation of Hyperlocal

• The tele-density in India is about 78% and out of that 60 % of the population is experiencing the internet on their mobile.

• Factors leading to the relevance of hyperlocal are - increase in the number of internet users, multiple payment options and gps enabled devices. Now all e- commerce businesses and other businesses are thinking hyperlocal.


• Hyperlocal space is having its time under the spotlight in India and mobile is playing a pivotal role in driving the overall ecosystem.

• Startups like Peppertap, Grofers, and Jugnoo have been scaling up fast.

• All these startups are mobile-only platforms.

Factors leading to Proliferation of Hyperlocal


Benefits of Hyperlocal for Local Businesses

• Hyperlocal markets offer customers the best of both worlds – Virtual and Real.

• It combines the benefits and convenience of online shopping with the opportunity of personal interaction and comfort of local retail shops.


• It works towards empowering smaller and local retailers to think smart and tie up their business virtually to serve customers in their locality.

• It offers solidarity and sustainability to local retailers while building a network for them. Customers in fast-paced cities stand to benefit from the easy accessibility, which makes it a win-win situation for both.

Benefits of Hyperlocal for Local Businesses


How Hyperlocal benefits Brands

• For FMCG brands, hyperlocal and marketplaces act as an additional channel for sales.

• It is also a chance for the brands to connect better with customers.

• More importantly, if the company makes investments in the marketing tools that can measure customer behavior and market the products more efficiently than regular offline efforts.


How Hyperlocal benefits Consumers

• Keep an eye out for who is spending the most on customer acquisition and enjoy the service/product, because this is the lowest price customer is ever going to pay for these services.

• Hyperlocal innovation is the route to building the next-generation cities that India deserves

• Fuelling India’s economy : Hyperlocal startups are generating more employment opportunities


Biggies on Hyperlocal Bandwagon

• Amazon, Flipkart and Paytm are prepared to up the ante by launching their hyperlocal services.

• Amazon Kirana is already operational as a pilot in Bengaluru.

• Paytm has launched Zip mobile app and is testing in Bengaluru.

• Ola has launched Ola store, an hyperlocal grocery mobile app.


Biggies on Hyperlocal Bandwagon

• Hyperlocal is the next frontier for e-commerce companies to bring massive scale and deliver goods instantly.

• While we see the rise of on-demand startups like Grofers, Peppertap and Jugnoo among others, e-commerce giants Flipkart, Amazon, Snapdeal and Paytm see hyperlocal as the next avenue to accelerate scale.


Summary• Breathe in the changing environment, understand the

new business and choose alliances well.• Optimise the supply chain. If your product is not

available at the right place at the right time, consumer will try out a different brand.

• Understand the customer on these new hyperlocal channels

• Take regular feedback from end customers• Compare the offline vs marketplace vs hyperlocal

customer


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Hyperlocal is here to stay