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Click to order: Brands apply e-Commerce formula to tap digital market – Part 2

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Click to order: Brands apply e-Commerce formula to tap digital market – Part 2

Continuing with the report on some well-known names like Microsoft, Tanishq and Domino’s venturing into the e-Commerce space, Part 2 of the report delves on the various initiatives taken by the companies to drive traffic and boost online sales.

Of online offers, discounts & convenience

It is clear and simple. If a user finds it convenient to go to the shop physically and pick up his choice of product after thorough inspection and deriving complete satisfaction out of it, there are very few reasons why he would be making the purchase online. This is where discounts and online offers come into the scene.

On this, CP Singh, Chief Technical Officer, Quasar, said, “Apart from genuine software, users can buy mobile phones, laptops, books, games, XBox and other hardware. Few of the times, we have special deals from re-sellers, where they either bundle products or offer free installation of products.”

On the other hand, Domino’s is focused on making the online ordering an experience for the consumer. Dev Amritesh, Senior Vice President, Marketing, Domino’s India, explained, “People who are buying through the online channel can either pay through credit card or by cash on delivery. One can customise pizzas as per requirement and also have the visibility of the total cost at every step. The navigation of the site is kept really simple so that one can order in least number of clicks. There is an option to save multiple addresses so that one does not have to type in his delivery address again. These are just a few features that we have introduced, but many more innovative features are there in store.”

Tanishq, too, has certain plans in place to lure the online customer. Calvin John, Brand Manager, Tanishq, revealed, “ is the only site which will take care of the consumers’ gifting and investment needs. In addition to this, our loyal Tanishq consumers (Anuttara) can manage their relationship online and this is only the beginning.”

The buck stops with the customer

The ‘number of clicks converted into sales’ formula usually forms the basis of comprehending the success of an e-commerce website and it is no different for these brands. has been pretty successful in the numbers game. “Since the launch of Microsoft India Online store in January this year, we’ve had great traction with over 500,000 unique visitors. On an average, the site registers nearly 125,000 unique visitors every month. We have seen a lot of traction by users in categories like home products, gaming and lifestyle products. Consumers across the country are very excited about the overall experience of buying the software online through the Microsoft India store as there is absolute surety of genuineness of the product,” Quasar’s Singh informed.

Amritesh added here that the response on the online ordering feature had given them every reason to be happy. He said, “Domino’s Pizza is the first brand in the food services industry to offer online ordering. The response from the consumers is overwhelming. We are getting excellent reviews about the usability and convenience of the website. Consumers love the whole experience of ordering online.”

In Tanishq’s case, the response is not bad either. “The site has garnered positive reviews from both customers as well as industry experts. Organic traffic is on the rise and is expected to spike once the marketing activities are launched.” said Sidharth Rao, Chief Executive Officer & Co-Founder, Webchutney. was launched on January 15, 2010. It is a platform for the resellers and works as any other online marketplace where there are multiple sellers for the variety of products and the customers can choose according to the price, location and delivery times of the sellers. The website works on the revenue sharing model with resellers. was officially launched on May 10, 2010 with a categorised shopping model. There are sections like shop online, collections, and so on, bifurcated in a way to help easy shopping. The site also offers the convenient facility to enroll online for Golden Harvest Scheme and pay monthly GHS installments using one’s credit/debit card online.

Domino’s Online Ordering was launched on a pilot basis in October 2009 in Bangalore. The pilot went on for two months and today, almost 70 per cent of Domino’s stores are open for online ordering. One can browse through the pages on to choose and customise their pizza, add toppings, choose from a wide range of sides and beverages and also use coupons. The payment can be done either by cash on delivery or through credit card.


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