E-comm players catching up with offline monsoon sales

From direct online marketing to multi-level marketing, e-commerce players are leaving no stone unturned to tap the monsoon sale season

e4m by Priyanka Nair
Updated: Aug 2, 2012 8:31 PM
E-comm players catching up with offline monsoon sales

While monsoon might not have been adequate this year, it’s raining sales. Open any daily local supplement and one cannot miss the plethora of sales driven advertisements jostling for print space and TG eyeballs.

What's interesting this time is that shoppers are getting a little more time to sift through the sales selections as some retailers have advanced their sales period by more than a week. Typically, the monsoon sale season in India kicks off in the first weekend of July and runs through the month, but this time around, some brands began their sales from the last weekend of June.

Shoppers today not only have offline retail options but now have a variety of online options for anything, just a click away. According to Sandeep Komaravelly, Vice President -Marketing, Snapdeal, “The assortment of products on sale are definitely much larger than in any offline store. While in offline stores the discounts are usually applicable on the assortment of brands which is limited, customers can use online platforms like to browse through an assortment which is much higher in comparison to any other offline store.”

Myntra, another leading ecommerce brand has been very active across print, TV and outdoor medium in the past few months prior to end of season sale promotion (EOSS) which posed as a key strategy to create visibility for the brand. Myntra’s daily transactions have grown from 5000 products to 12,000 in a short span of six months. This traction coupled with its EOSS promotion has yielded good results.

Further adding to this, Ashutosh Lawania, Co-Founder and Head – Sales & Marketing, Myntra, mentioned, “We operate very similarly to an offline lifestyle store since we are a current season full catalogue retailer. We follow two seasons Spring Summer and Autumn Winter and retail our products on MRP. At the end of every season, select merchandise are put on sale to liquidate stocks.”

There are two businesses that run in parallel for Juvalia & You, an e-shop or jewellery brands ; one business to consumer sales for which it has activated online display, search and social marketing and two multi-level marketing for which it activated across Malls, RWA’s and Corporates. Print and ATL advertising will also be used soon and for this season it has invested over 80per cent of its marketing budget in the sales promotions.

Chaitanya Aggarwal, CEO, Juvalia & You, added here “Our well-thought pricing strategy, the International brand and product quality and design ensures that we are different from the others operating in the same category. We do however push promo offers to our database of users during festival times just like any other brand. In addition, we sometimes bundle products as combos and/or reward our regular customers by pushing exclusive offers to them. We’ve pushed sales primarily through Online Advertising, Social presence and BTL activations.”

Apart from this a lot of other ecommerce sites like fashion and you are combing sales with the upcoming festival offers. Though there aren’t enough numbers available to show whether e-commerce sales are at par with offline retail spaces, but the spark and consumer interest has definitely increased.

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