I was watching the latest series of Flipkart tv ads and I could see a remarkable difference in the product positioning by this market leader and pioneer in India’s E-Commerce space.
1. Unless the rest of the folks, the ads don’t talk about discounts. Everybody (esp. Indians) love discounts, buts its never good for business and till 2011 had created a situation where almost all the online retailers were booking losses and burning cash (rather than generating it)
2. Returns/reverse logistics: Flipkart has one of the best infrastructure and policy for the dissatisfied customer to return the products. However still the current series of ads don’t talk about it. Maybe its like one of those features (like credit card payment, Cash on delivery) that almost all the online shoppers expect the website to offer. Hence they have realized that its no point wasting precious media time talking about it.
3. “Aapko bhi to photo dekhkar pasand kiya tha”
I loved this line as it will strike a familiar chord amongst the entire country where arranged marriages are prevalent. Here the wife effectively convinces her husband that there is nothing new is selecting goods (or even your spouse) by just a photograph.
4. Use of kids: I am not sure why they use it, but kids create a natural curiosity and grabs our attention. Also it helps to communicate that the website is so easy to use that even toddlers can shop.
The shift from discounts, cash on delivery, return policies to the fact that its not too risky to shop online is a wonderful change. It addresses the core issue which keeps most shoppers away from websites, while ensuring that e-commerce not mere discount stores.
Tag: Online shopping
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Craftsvilla.com
I recently purchased this Dokra artifact from the website http://www.craftsvilla.com/discover-by-craft/dokra-art-craft/couple-on-bed-dokra-anwesha-tribal-arts-crafts.html and I must admit they did a fantastic job.
The product was reasonably priced, promptly delivered and matched the description and quality that I had anticipated. However what made the real difference is the presentation.
1. It was a beautiful carton and the packaging was not only aesthetically pleasing but also functional.
2. It came with a handwritten note (from one of the co-founder) along with a lovely envelope thanking me for the purchase and wishing me the best.
3. It came with a small handcrafted scented wax-terracotta lamp.
I have always emphasized that when Indians shop online, they seek value for money. Discounts and coupons are an easy way to satisfy this need of the customers, but it is not a sustainable one. What makes you really stand out is the way the e-commerce store handles the order. This handwritten note and diya would not cost much, but they definitely add this personal touch which any online biz lacks.
One should remember that Indian middle class is quite mobile and online stores are a great way to ensure that the family traditions on those special occasions are maintained. (and yes if you add birthdays and festivals, we have something or the other every second week). I wish I could gift my parents/in-laws a product that i bought in a clearance sale at a throw-away price. However I would be much more comfortable gifting them something that was nicely packaged, parceled and delivered without any hassle.
BTW Indian handicrafts make a perfect gift for all occasion (esp. if you want to gift it someone from a different culture) and my friend Shivam has agreed to post a video of dokra casting being sculptured live along with a note of various indian tribal cultures and their unique handicrafts. I would also insist that him to order something from the website and learn from the experience.