Progressive Grocer (India) - - Cover Story -

Mar­ket­ing ac­tiv­i­ties, col­lab­o­ra­tion with brands and dig­i­tal ini­tia­tives: Foodhall ex­ten­sively uses so­cial me­dia to cre­ate aware­ness not only about its brands but also for col­lab­o­ra­tion with ar­ti­sanal ven­dors to pro­mote prod­ucts in a way that en­hances cus­tomer ex­pe­ri­ence. Its strat­egy for sup­pli­ers and ven­dors is to treat them as part­ners and work to cre­ate brands to­gether.

The re­tailer shares unique recipes, videos, gifts and im­ages of se­lected non-lo­cal prod­ucts on so­cial me­dia and its web­site. At the same time, it gets many queries on its so­cial pages ask­ing for unique prod­ucts like yuzu, miso, ar­ti­chokes, gochu­jang, etc, that are hard to come by in the city. So it un­der­stands the im­por­tance of pro­mot­ing such ex­otic prod­ucts and talk­ing about them to its cus­tomers.

Foodhall’s dig­i­tal ini­tia­tive is ex­em­pli­fied by Foodhall In­ter­con­nect – an ap­pli­ca­tion that fa­cil­i­tates learn­ing at the click of a but­ton. Any­time, any­where! With in­for­ma­tion on the prod­uct ori­gin, cook­ing uses, health ben­e­fits and more, the app helps Foodhall’s am­bas­sadors to ed­u­cate and in­spire cus­tomers to ex­pe­ri­ence and use its ex­clu­sive lo­cal and in­ter­na­tional prod­ucts.

Then, there is mix-and-match bundling and cross-pro­mo­tion ac­tiv­i­ties. For its ex­pe­ri­ence zone, Foodhall tries to in­cor­po­rate dif­fer­ent prod­ucts, which can be col­lated for use as a recipe and to en­hance cus­tomer ex­pe­ri­ence. One ex­am­ple is us­ing spi­ral­iz­ers to make zoo­dles, etc.

Foodhall stores pride on cre­at­ing ex­pe­ri­ences for the cus­tomer through prod­uct demos and sam­pling ac­tiv­i­ties. Since most of the of­fer­ings are gourmet and ex­otic, un­der­stand­ing and see­ing how the in­gre­di­ents are used helps the cus­tomer de­cide what to buy. The chain is known for in­tro­duc­ing dif­fer­ent ex­pe­ri­ence zones ev­ery month. Each zone fo­cuses and talks about a par­tic­u­lar in­gre­di­ent or dish and has sam­pling for the cus­tomers. E-mail­ers are sent to cus­tomers up­dat­ing them about the var­i­ous ex­pe­ri­ence zones and the lat­est of­fer­ings at the stores.

Foodhall also reg­u­larly hosts mas­ter­classes in all its stores in or­der to en­gage with the cus­tomer and ed­u­cate them about a par­tic­u­lar cui­sine or in­gre­di­ent. These mas­ter­classes are hosted by food con­nois­seurs of par­tic­u­lar cuisines who demon­strate recipes to cus­tomers.

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