E-commerce portal ShopClues is focusing ‘Commute commerce’ to target those consumers who shop on their mobile phones during their commute post work. In order to tap this set of customers, the brand is also offering discounts termed as ‘Ghar Wapsi’ sale every week day at 6PM to 9PM.
Agarwal cited post the campaign which kicked off in the first week of July, “The traffic has already increased by 40% in the first two weeks of the campaign and it is expected to rise further. People are taking a lot of interest in the lifestyle items, like items of daily usage and it is doing well as compared to the other categories. The main intent of the five-week long campaign is build up, develop a habit, induce a habit of a trend (commute commerce) which is already there, and we are just trying to make it popular among the masses.”
Enormous Brands has conceptualised four films as part of the campaign, one is released and three more are yet to be launched. It is a pan-India campaign, where TV, radio and outdoor have been used to target the right set of consumers for the unique offering. The idea of the campaign was not to encourage for volume deals and mass purchase but to popularise a trend which is called commute commerce.
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Commenting on the insight which prompted the brand to launch their ‘Ghar Wapsi’ sale, Nitin Agarwal, Senior Director, Marketing at ShopClues.com said, “We have always been very customer focussed and we study consumer and their habits very closely. Infact, we were also the first ones to launch Weekend Shopping around two and a half years back, much before anyone else did. This time around we found that there is an increase in penetration of mobile phones and also an increase in usage of internet over mobile phones. People are usually logging on to their mobile phones around 6pm in the evenings; also during this time, there would be a surge in traffic on our mobile app. These users are people returning from their offices during this time and they ideally come to the site, either to shop or sometimes just to look at what kind of offers they have.”
He further added, “Some deeper analysis revealed that an average Indian commute anytime between half an hour to two hours in medium to large metro cities. This time is not utilised by the commuters in doing anything fruitful. People also usually delegate their shopping to weekend, but this time around, we decided to say ‘Why don’t you finish off your shopping on weekdays itself between 6pm to 9pm, where you will get everyday a new offer in a new category like electronics, fashion and home items. Also people like to indulge in some kind of retail therapy on their way back from office, if they had a good day, they like to reward themselves and if the day wasn’t good, in order to lift their spirits, they like to shop.