Despite the digital boom and new online players coming into the market with flashy deals every day, there is still hesitation among majority of the consumers about shopping online. Each player is trying to lure customers with offers like easy returns, cash-on-delivery (COD), 100% original products etc., but consumers seem to have their own reservations about ordering products online.
In the wake of this reality and to allay the fear of online shopping, giants in the e-commerce space like Flipkart and Amazon have come forward with new initiatives.
Flipkart in its latest communication talks about easy returns and exchange policy and 100% original products available on their site. Two ads have been released till now under the campaign titled ‘Flipkart matlab Bilkul Pakka’ which has roped in popular actors like Amol Palekar and Namit Das. Using quirkiness in the dialogues and by infusing an element of fun, the brand has taken this strategy to highlight some key features about shopping on Flipkart.
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In the month of February this year, Amazon India released their campaign ‘Apni Dukaan’ which highlighted the consumers’ dilemma before shopping online. The ad demonstrates how Amazon can be the solution in such cases.
The ad puts together relatable slice-of-life situations to talk about the important features of Amazon services like-one-day delivery, easy returns and Cash onDelivery (COD). It comes with a catchy jingle which makes it easier for people to remember and hum. As part of the 360 degree marketing plan, the brand recently got comedian Gaurav Gera on board who engaged the customers on Twitter using the trend #ApniDukaan to promote the products available on the site.
The route taken by Flipkart is in tune with the strategy adopted by Amazon last month. The player has used a colloquial phrase like ‘Flipkart matlab Bilkul Pakka’, which makes it easier for people to remember and has a definitive mass appeal.
Like all their campaigns, Flipkart in this one as well, stresses on the importance of humour and keeping it light. Even though the brand recently ran a campaign featuring ‘kids, reminiscent of their first campaign, however Flipkart has not been able to create a lasting impact.
On the other hand, Amazon has always been consistent in their marketing approach. Their communication has always been direct. Amazon picks up behavioural traits and tries to capture the Indian shopper’s mindset through campaigns like ‘Aur Dikhao’, ‘TryTohKar’, ‘Kya Pehnu’ and ‘Apni Dukaan’. All their campaigns have tremendous mass appeal and therefore, it instantly strikes a chord with the audience.
The ‘TryTohKar’ campaign addressed the issue of reliability of products, while ‘Aur Dikhao’ showcased the ‘variety of options’ available on their website. The ‘Kya Pehnu’ campaign addressed the fashion dilemma and Amazon’s ‘Apni Dukaan’ campaign encouraged customers to shop online.
It now appears that the shift in marketing strategy brought in by Amazon is being followed by others players in the market. Now, the question is: will these campaigns prove effective in alleviating consumer fears about shopping online?