It is the time to go back 20-25 years (for the Indian market), when we used to have everything delivered at the door. Vegetables, milk, laundry, even house-calls by Doctors.
All that changed in the last couple of decades. But it’s returning now!
With the advent of e-commerce, it’s all about an individual family unit and how can I service them at home, at their convenience.
Segmentation and targeting, will it be done at a street level? What services/product does a family unit NEED? Can that be profiled/mapped? Can service be provided at an individual level? Who is the buyer and who are the consumers?
Door-to-door sales is coming back and to bring the cost of customer acquisition down, it needs to be a multi-pronged, multi-level sales approach.
When I was sent as an errand-boy to the local grocery shop, the retailer knew exactly what my mother meant, and also the exact quantity that my family needed! That service is coming back with hyper local sales.
Lazy marketing is out. Focused communication is in. The bedrock of hyper local sales.
Door-to-door sales: Enabling multi-level pitches, awareness campaigns (verbal and printed) and opportunities to up-sell and cross-sell, face-to-face.
D2D marketing/sales, thy comeback cometh now!