E-shopping sets new trends this Diwali season

With Diwali round the corner, e-shopping has gathered momentum with such portals seeing a plethora of new brand introductions along with consumer engagement offers. Already, players like HomeShop18 have seen 40 per cent growth in Diwali sales.

e4m by Priyanka Nair
Updated: Oct 19, 2011 8:23 AM
E-shopping sets new trends this Diwali season

The new age media has literally made life a click away for all daily routines of life. E shopping as a sector has given brands a huge platform to get connected with every customer who has an internet access. Variety of choices and with innovative attractive offers is what E-shopping portals have this introduced this Diwali season as well.

For instance; HomeShop18 has introduced nationwide promotions called “Diwali Dhamaal” on its TV channel and “Diwali Bonanza” on the website www.homeshop18.com. It has lined up a bonanza of surprises where every shopper automatically gets enrolled to the bumper lucky draw. The bumper prize up for grabs includes one Volkswagen Vento, 1 home makeover, 2 Apple iPads, 5 Samsung 32” LCD TVs. The attraction is that the same shopper is eligible to win multiple times. HomeShop18 has seen a 40 per cent growth this year till now for the Diwali festival sales. With its strong TVC and online advertising HomeShop18 around a crore for is marketing initiatives this Diwali season.

Flipkart, which was primarily an e-book shop till the last quarter of the calendar year, has majorly introduced many electronics categories generating 40 per cent of their annual volumes. To fulfill this spike in demand, Flipkart has introduced new categories like TV and home theater systems this festival season, apart from increasing their overall discounts on categories like mobiles, cameras and laptops. Filpkart which has recently created a buzz with its television campaigns have also launched a special Diwali television campaign.

eBay India even offers online shoppers to shop for a cause. The eBay India Charity Fundraising programme, which was launched in June 2005 as a special section dedicated to recognised NGOs to create awareness, raise funds and list products and merchandise for sale to millions of global and Indian users, has yet again created a platform for eBay buyers to support NGOs this Diwali season. The Mega Diwali campaign gives the buyers who make purchases via PaisaPay gives them a chance to accumulate the purchases and win prices or donate it to its charity programme.

Apart from this, eBay India has introduced brands like Fabindia, Archies, Force India, & W. IndiaPlaza.com, one the early e-shopping portals, this Diwali season has planned to attract all the techies by official being the only India e-commerce site that is taking pre booking orders of Amazon’s new Kindle Fire. 15 per cent of IndiaPlaza’s buyers are the NRIs, keeping this mind Indiaplaza has put together a huge range of Diwali hampers, Diwali sweets, Diwali crackers and related festival merchandise – all of them home delivered free of cost across India, the US, and the UK.

Indiaplaza is extending a special 10% cashback on all purchases made through Paypal. IndiaPlaza spends around 15 % out of its annual marketing budget for Diwali promotions and is completely using the internet marketing.

A new trend in the e-shopping sector in India has been online grocery shopping. MyGrahak, from Rei Six Ten Retail Ltd. which was launched this year intends to delight all households with a promise of enviable online grocery shopping this festive season. With aggressive online campaigns, SMS campaigns and digital direct marketing MyGrashak is also participating in 15 Diwali Melas across Delhi. The fastest selling brands on MyGrahak include Cadburys, Haldirams, Amul and Dabur apart from their private label named Chef Choice.

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