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Dabur's e-commerce venture for Uveda takes shape

14-February-2011
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Dabur's e-commerce venture for Uveda takes shape

In its bid to tap online consumers, Dabur India Ltd has launched its first-ever online shopping portal, www.daburuveda.com. With this initiative, Dabur claims to have become the first Indian FMCG company to come up with a dedicated online shopping portal for its beauty products range.

Speaking on the new offering, Sanjay Singal, Head of Marketing – Skin Care, Dabur India Ltd, told exchange4media, “The online medium gives us the advantage of engaging with a larger number of consumers and building a dialogue, wherein we get an opportunity to educate them on the goodness of the ingredients used in the Dabur Uveda range of products and also share clinical test results that further reinforces the effectiveness of the products.”

According to Singal, a portal of this kind was needed to educate the brand’s consumers on the goodness of the products derived from Ayurveda and modern science. He stated, “It has some unique ingredients with natural properties. Hence, there was need to engage and interact with the consumers to inform and educate them on these. Till now we have been engaging with consumers through beauty advisors deputed across 200 select stores in 11 cities. These beauty advisors educate the consumers on the uses, properties and effectiveness of the products and help them choose the right product according to their skin needs.”

Dabur is also looking to reach out to the set of target audience who are untapped through retail marketing initiatives. “Through www.daburuveda.com we aim to provide consumers an all new experience of shopping for beauty products by understanding in detail the individual properties of each product. With this, we are also extending our reach by making the products available to everyone who is currently unable to access the 200 select retail sales points which we have been covering through the beauty advisor network,” Singal informed.

He further said, “Though this is the first of its kind initiative in India, we had global best practices available to study and understand. At the same time, our understanding of the consumer has been core to our efforts to come up with this online shopping portal. Basis our consumer insight and following global best practices, we ventured into the e-commerce space.”

When asked about the growth prospects, Singal replied, “The concept of online sales is definitely growing for the FMCG industry. Earlier, it was predominantly the travel and aviation industry, leisure and entertainment industry, etc., who have been following this new age sales channel. But with fast changing consumer lifestyle and expanding penetration of technology, others, especially consumer goods and durables, are bound to see a growing trend of online purchase with more and more consumers seeking the convenience of anytime anywhere purchase.”

Singal further said, “Word of mouth plays a key role in driving consumer behavior, especially in the case of beauty products. This is where the portal gives us the advantage of helping the consumer understand in detail the key ingredients, properties and uses of the product that she has heard about from her peers. This allows us to help her make a more informed buying decision.”

Now, Dabur plans to further leverage the medium for its other brands too and increase the digital budget accordingly. Singal informed, “We intend to activate our brands online. Basis our learning from the initiative rolled out for Dabur Uveda, we plan to gradually take our other brands online. We have budgeted for our digital marketing spends and aim to further enlarge that.”

The website is basic and provides all information about the Uveda range. There are several sections like Expert Speak, wherein a renowned name advises consumers on how to have a healthy skin. Sections like Our Products and Buy Now allow one to choose from the available skin care range and buy the same with the option of ‘Cash on Delivery’ too.

Moreover, there will be regular and special occasion offers to consumers buying online. Singal informed, “We currently have an offer on the portal wherein on online purchase of any 100 gm Dabur Uveda Face Wash or Face Mask, the consumer gets a head band worth Rs 35 free. Similarly, we have a special online offer for Valentine’s Day.”

On taking the website to the next level, he said, “The site has a lot of advanced features like voting and getting customer opinions on our products. In the next stage we want to increase interactivity of the portal to make it more engaging. We are working on developing a special online tool that will enable consumers to understand their skin type and choose the right kind of product for themselves.”

“We want to further enhance the convenience of online shopping by making the portal more user-friendly. We have already introduced the Payment on Delivery facility, which is otherwise not so regular in any e-commerce platform,” Singal concluded.
 

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