Farmking Food Products, based out of Rajkot, has quite a simple mission – to get healthy, pure, nutritious and natural food products to Indian households free from the compromises we are typically made to make. The company offers a large variety of blended, CTC and whole spices as well as a range of new products like the recently launched Rajwadi Garam Masala and vacuum packed (using cryogenic technologies) pulses. In addition to the retail offerings, Farmking also provides private-labeling services to other businesses, enabling them to offer Farmking’s products under their brand name.
This combination of retail offerings, private-label sales, and distribution created an issue for Farmking. Three types of conversations – those with retails and distributors, those with private-label partners, and those with regular consumers all got mixed up together.
Three Businesses, One Conversational Thread
Both the retail (distributors, those making re-orders) and private-label partners needed timely, personalized responses when communicating with Farmking. However, as they were using WhatsApp and phone, the two segments got mixed up. At any given time, Farmking’s WhatsApp and phone lines could be flooded with retail or private-label inquiries. In addition, regular consumer inquiries about the products, ingredients and certifications also got mixed up in the conversation.
The issue this created for Farmking is apparent for any business dealing with similar segments. Distributors and retails require timely responses to re-order, which they cannot do if their inquiries get mixed with other, less important ones. Private-label inquiries, which are often the most important segment for any such business, get mixed up with other segments, diluting the attention they get. At the same time, the regular customers get proper responses only after much needed follow-up, which is not optimal for customer retention. Launches of new products get slow-walked by both segments, diluting the impact. Similarly, when it comes to the unique selling points of the business, like the cryogenic technologies and vacuum packing of the company’s Pulses product segment, regular customers did not get the information they needed.
With Bizzriser
Bizzriser helped Farmking Food Products to leverage WhatsApp Business API, which allowed them to segregate the segments and provide each of them with a proper conversation flow.
As for the retails and distributors, they get a general confirmation of reorder options based on the spice segment of their interest. In addition, they can follow up via WhatsApp, while their request for reorder gets placed directly, without a lengthy phone procedure.
For Farmking’s private-label partners, Bizzriser allowed to create a separate segment, which captures the main points of interest for the partner (product segment, quantity expectations, etc), after which the conversation gets directed to a human operator, ensuring that the most important segment of all gets the required attention without getting mixed up with regular retail inquiries.
As for regular consumer inquiries, they get addressed with a separate flow, which communicates the key benefits of Farmking’s offerings, including cryogenic technologies and vacuum-sealing of certain product segments, which not only provides excellent consumer relations but also allows to convert such inquiries into sales.
The Results
The reorder process for both retails and distributors became much quicker and easier, as the initial steps get automated, while the conversation continues with the human operator. The private-label inquiries became much more effective, as similar segments got grouped together and the operators did not have to sift through numerous irrelevant messages to get to the key inquiry. As for the new product inquiries, like the newly launched Rajwadi Garam Masala, they get distributed to all of the Farmking’s distributor base, ensuring that the product gets noticed and considered for inclusion in the portfolio.
Finally, the conversations regarding ingredients and other elements of the Farmking’s unique selling point got converted into a separate segment, which allowed to communicate the benefits of the Farmking’s products to the consumers in detail.
Why Did It Work?
Despite the company’s offerings in the competitive spice segment, Farmking was unable to leverage its strengths due to segmented communication with its customers. Bizzriser helped Farmking to segregate its three main segments – retail, private-label and consumers. In particular, the private-label segment, which usually represents the most important segment for any such business, got a separate flow, which captures the most important elements of the inquiry before routing it to a human operator. This, combined with separate flows for the retail and consumer segments, allowed Farmking to provide each of its segments with the required level of service without getting them mixed up.
As a result, Farmking’s private-label sales got boosted due to higher inquiry-to-conversion ratio, its re-order process became much quicker and easier for its retail partners, and general consumer inquiries regarding ingredients and unique selling points got converted into sales.
Bizzriser enables food and FMCG manufacturers to manage distributor and retail inquiries, private-label opportunities, and general consumer questions in WhatsApp conversations.