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Online shopping destination has plans to extend offers onlocal services to customers in four more cities by the end of this quarter. Presently, these deals can be availed in Delhi, Mumbai, Pune, Bangalore, and Hyderabad. The cities to be added to the list are Ahmedabad, Jaipur, Chennai, and Kolkata.

Speaking to exchange4media, Rajesh Kamra, Co-founder and MD, Koovs, shared some of the plans that will take shape soon. “We will beef up our back-end operations with multiple distribution networks across India. At present, we have warehouses in Bangalore and Delhi. We plan to have 24 distribution networks across the country over this quarter and the next. We will phase it out over the next 3-6 months. We also plan to add on to the number of SKUs - from 6,000+ presently to 10,000-15,000 by the end of this year. Around 70% of the SKUs have been added after July-August.”

The portal is also planning to add a new ‘Travel’ category, which is their primary focus right now, by the second half of November. Although they have brought out offers with players such as Yatra, Cleartrip and other travel websites in the past, they will be consolidating all the offers and bringing it out as a new category with weekend getaways, individual offerings, as well as offers by various travel websites.

Koovs was launched initially as an online deal site having tie-ups with local businesses and offering an 80-90% discount on these services to customers. Over the last one year, they have expanded into other categories such as Fashion, Mobiles, Electronics, Home appliances, and many more.Rajesh elaborated about the scenario. “There has been a twofold surge in traffic on the Koovs website in the past month, noticed to be rising by the week. These e-shoppers come with varied interests, choices, and demands.Keeping this in mind, Koovs is continuously ramping up its operations across multiple planes. We have recently revamped the site making it more comprehensive and loaded with newer and more lucrative deals in the mobile phones, computers, cameras, and consumer electronics categories”, Rajesh elaborated.In June this year, B2E player BenefitsPLUS picked up a controlling stake in the sitewith an investment of over $2 million.

The USP of Koovs, according to Kamra, is their competitive pricing. For instance, products in their ‘Fashion & accessories’ section are priced 5-10% below the retail price. offers discounts as high as 90% on services, 50% on events, and 48% on mobile and accessories. The site has also come up with some attractive deals for the festive season.

Kamra elaborated, “We are offering 25% cashback on every purchase this Diwali. We have come out with exclusive gift offers, discount coupons ranging from Rs 50-500, and a chance to win iPhones and Ra.One tickets in the sweepstakes. Brands such as Videocon, Haier, and Morphy Richards have tied-up with us exclusively this festive seasonand have some great offers. The more you shop,larger is the discountthat you can avail of.”

On Dhanteras, the ‘Home Appliances’ category registered the highest numbers in terms of sales. This Diwali, in terms of revenues, the ‘Mobiles’ category has garnered 30% of the total sales while the ‘Home Appliances’ and ‘Electronics’ categories at No. 2 and No.3 respectively have each garnered 10-15%. Moreover, since July this year, they have grown two-folds in terms of the number of unique visitors to the site.Rajesh adds, “On an average, we have a conversion rate of 3-4% and 4-4.5% during the festive season. The industry average is around 2-2.5%.”

The e-commerce player has altered its media mix from 90% allocated towards digital media and 10% towards other media to 60% towards digital media and 40% towards radio, print, and road shows. “Over the last six months, we have engaged in digital marketing for our site. From last month, our ads have been running on Radio One in Bangalore. The radio ads will go on-air in 6-8 metros in the second week of November.The campaigns running currently essentially revolve around the October Fest and festive offers. is mainly concentrating on radio and television commercials as of now. We also engage in collaborative marketing to create brand awareness about Koovs.”For theiradvertising and promotional campaigns, Koovs has a group of agencies handling the different legs.

TGIOF 2011
Koovs is the official ticketing partner for the seventh edition of ‘The Great Indian October Fest (TGIOF), 2011’. The three-day fest starting on November 11, 2011, held at KTPO Whitefield Industrial Area, Bangalorehas a line-up ofperformances byFinnish rock band Poets of the Fall, Rabbi Shergill and Ram Sampath among others. There will also bea display of antique cars, an art festival, a dedicated gaming pavilion, unique shopping experience, and a generous spread.

Rajesh reveals the plans for the upcoming fest. “We are expecting around 1.5 lakh people to attend the event. We will begin advertising about it immediately after Diwali,with ads in the major print publications, on radio, and through social media channels such as Facebook, LinkedIn, and Twitter. We have taken up 20-25 hoardings and around 200 Meru cabs will also display the ads. We have tied up with retail chains and planned road shows at colleges and malls.”Other than Bangalore, the event is being heavily promoted in Pune, Mumbai, and Hyderabad. There are ongoing pre-event promotions in these cities due to the huge amount of traction witnessed from these cities.



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