How HUL uses precision marketing by using Artificial intelligence to predict grocery needs?

HUL is re-imagining the way we shop in neighborhood stores. Many times we were surprised to know how the grocery shopkeeper knows what you ordered the last time and he reminds you to stock it. Let it be yummy Kissan jam, refreshing Lipton ice tea, detergent, or other toiletries supply.

HUL is India based company that offers food, beverage, home care, and personal care products. It is spread across 600,000 villages and 10 million outlets. In the next 10 years, the general trade will remain big for it.

HUL recently outlined “PROJECT MAXIMA” which focuses on precision marketing at scale. Key highlights of this project:

In this initiative corner shop, strategy, and supply chain is reimagine. It is the biggest initiative undertaken over the last four years for its entire business which divides the country into 14 zones with initiatives like Winning in Many India’s (WiMi).

Here Cluster Category Business Teams as management is decentralized which helps in brand building and marketing.

In this project within 100m of a grocery shop, HUL can do targeted marketing which will geofence for distributed marketing and offers. It will extract the details of the customer about their buying behavior.

The company said, “HUL’s data strategy would be how do we acquire, how do we store, how do we use this data and how do we manage it. In this VUCA (volatility, uncertainty, complexity, and ambiguity) world, HUL will prefer to disrupt than be disrupted”. It will be achieved using the Internet of Things, AI, predictive analytics via software called Jarvis, and cloud technology.

Under the different simulated scenario, it helps to gauge what the sales is, the demand of the product, its volume, and profit scenarios. Error percentage is as low as 3-4%.

HUL is also having a keen eye on the conversations done by customers on social media platforms and picking up trends in the market. The company has created the micro marketing strategies in the business as per the search results which resulted in a 225% hike in the reach two-fold increase in engagement which increased the sale by 20% in the events like Lakme Fashion Week.

E-commerce accounts for 1.5% of overall revenues and growth and profitability. So, HUL will focus on E-commerce and modern trade more as compared to the general trade model.