FMCG giants in India are increasingly adopting real-time data exchange and demand forecasting methods to prevent stockouts on quick-commerce (Q-comm) platforms, according to a report by Ratna Bhushan for The Economic Times.
For example, ITC is exploring the use of electronic data interchange and has integrated it with major accounts to facilitate faster information exchange, revealed Sandeep Sule, Divisional Chief Executive, Trade Marketing and Distribution at ITC.
Similarly, Nestle is partnering with Q-comm platforms to monitor stock levels at distribution centers, ensuring product availability for consumers, as stated by a spokesperson from the company.
The driving force behind this trend is the significant contribution of Q-comm platforms such as Zepto, Blinkit, and Swiggy Instamart, accounting for approximately 30-50% of e-commerce sales for FMCG companies, as mentioned in the report.
Anticipated trends include:
1. **Hyper-localization and Personalized Experiences:** Q-commerce will extend beyond speed, providing hyper-localized product assortments and personalized recommendations based on local demand and individual preferences. This will necessitate deeper collaboration.
2. **Sustainability and Ethical Sourcing:** Consumers are increasingly selecting products based on their impact. Q-comm can utilize data to reduce the carbon footprint, while FMCG giants can offer transparency about their practices.
3. **Subscription Models and Loyalty Programs:** With intensifying competition, Q-comm platforms and FMCG giants will explore subscription models and personalized loyalty programs.
4. **Integration with Physical Stores:** The boundaries between online and offline will further blur. Q-comm platforms can serve as extensions of physical stores, providing click-and-collect options, in-store fulfillment, and seamless returns.
5. **The Rise of New Technologies:** Emerging technologies such as AI, automation, and robotics will further revolutionize Q-comm. Automated picking and packing in dark stores, drone deliveries, and self-driving delivery vehicles could become commonplace.