MAM

E-commerce industry to spend an estimated Rs 2000 cr on marketing festive season sales

The industry stays immune to the impact of the economic slowdown

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/16/sale.jpg?itok=lzaL1zEj

MUMBAI: Festive season is the best part of the year for e-commerce companies and this year they have recorded 12 times growth in sales as compared to the past year despite the economic slowdown, industry insiders revealed to Indiantelevision.com. The e-commerce sector remained largely immune from the impact of the slowdown as the lucrative offers kept the purchase intent of the consumers intact.

Logicserve Digital co-founder and CEO Prasad Shejale explained, “Creative messaging coupled with enticing discounts has been successful in convincing the end-user to spend money on the preferred e-commerce platform.  Post the purchase customers feel a sense of satisfaction that they were successful in saving some bucks after the festive season purchase. Hence, boosting consumer sentiments has helped e-commerce players in India to set new industry benchmarks and surpass their sales targets.”

He added, “Also, if you observe global e-commerce players have started tapping tier-2 and 3 cities of India which have contributed a significant share of growth during the latest sale season. For this, e-commerce companies have been implementing strategies to reach out to the Bottom of the Pyramid (BOP) customers. In emerging markets like India, the consumers in tier-2 and tier-3 cities may be less educated, especially at the bottom of the pyramid, and given the low purchasing experience may find difficulty in resisting offers, affordable and value-driven sale season themes, especially during the festive season.”

The platforms have been spending extensively to market their online sales during this festive season. As per estimates shared by Havas Media Group India managing director Mohit Joshi the spends by the industry will touch Rs 2000 crore.

Expectedly, Amazon and Flipkart are spending the most to drive their festive season sales. Shejale reveals that the two spent between Rs 700 - 850 crore, and Rs 400 - 550 crore respectively last year. The numbers are estimated to be the same this year as well.

Madison Media Plus CEO Rajul Kulshreshtha shares, “Within a span of two months (Aug – Sep), these players had spent considerate amount, especially Amazon. The total spends by this category so far is Rs 204 crore (as per reported spends) Amazon is spending more on print while Flipkart is following a completely opposite strategy. So is in the case of Paytm and Snapdeal where Paytm is not taking the TV route while Snapdeal’s approach is TV and radio.”

The strategic communication planning for e-commerce platforms is also very tactical during this period as all of them are targeting the same set of consumers with fairly similar offers. Brandintellé Services Pvt Ltd founder and CEO Biswajit Das says that each platform tracks real-time data offers made by its competitors, shared by third-party data providers, based on which they design specific offers and marketing communication.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/rb.jpg?itok=zYmKW5O_
Dettol’s new awareness campaign shot in the work from home model

MUMBAI: Dettol has launched a COVID 19 public service announcement. The advertisement is thoroughly filmed inhouse to drive home a point, in a simple illustrative manner on how a soap keeps germs away, during the lockdown while maintaining all precautions including social distancing. Practicing...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/delhi.jpg?itok=c1Gn0d3H
In another humanitarian gesture, Deltin Group pledges its support towards Goa’s fight against COVID19

MUMBAI: The outbreak of coronavirus has taken its toll on the world. The disease is rapidly spreading and leaving its mark on one’s physical, mental and financial well-being. India has currently imposed one of world’s largest lockdowns to lessen any human to human transmission and mitigate the...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/myteam.jpg?itok=J7VW-VD8
MyTeam11 donates INR 5 Lakh to the PM Cares Fund

MUMBAI: MyTeam11-One of India’s leading fantasy sports platform with a user base of over 15 million users, today announced that they have donated a sum of INR 5 lakh to the PM Cares Fund in the wake of the ongoing COVID -19 outbreak in the country.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/adclub.jpg?itok=E2qwG0FW
Ad Club Bangalore to host webinar to discuss COVID-19 impact on media industry

MUMBAI: The Advertising Club Bangalore will host a webinar on 7 April, 2020 focusing on COVID-19’s impact on the advertising industry. According to the organisers, the webinar will help industry professionals equip themselves with the knowledge to tide through the economic downturn caused by the...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/ShopClues.jpg?itok=RdjNVGJj
ShopClues' Essentials Delivery Goes Contactless; Cancels Cash-on-Delivery payment mode

New Delhi: April 3, 2020 - Doing its bit to curb the spread of the novel coronavirus through people-to-people contact, e-commerce firm ShopClues has canceled its Cash-on-Delivery mode of payment for all essential items, urging customers to pay online for their purchases.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/ads.jpg?itok=-yWWQdy4
Brands shift ad spends to digital platforms to tide over COVID-19 crisis

MUMBAI/NEW DELHI: The emergence of COVID-19 has thrown the near-to-mid-term strategies of businesses off-track. Global media ad spending has been hit as well. According to industry experts, the long-term impact will be positive. However, the next quarter is going to be very crucial for the...

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/02/BARC.jpg?itok=l97_lPkh
Ad FCT sees 15% jump amidst COVID-19 lockdown: BARC Nielsen report

NEW DELHI: BARC India and Nielsen released the second edition of their insights into TV, smartphone and audience behaviour in the wake of COVID-19 earlier this evening. As per the new data, covering data of week 11-12, average daily FCT in the week grew by 15 per cent, adding six lakh seconds, as...

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/02/rb.jpg?itok=XLOmrw_C
Reckitt Benckiser issues first global gender pay report

MUMBAI:  As part of its commitment to diversity and inclusion, gender equality and corporate transparency, Reckitt Benckiser today reported on gender pay in its top five markets around the globe in the company’s first global Gender Pay Report.  As one of the first FTSE 100 companies to go beyond...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/02/pokwer.jpg?itok=niWVEKOB
PokerBaazi.com to donate Rs.10 lakhs to fight off Covid-19, help daily wage workers

MUMBAI: As a humble contribution towards defeating the pandemic spread across the entire country, PokerBaazi.com, a leading online gaming platform, has stepped forward to donate a minimum of Rs 10 lakhs to support India’s battle against Covid-19 by associating with Dehi Youth Welfare Association (...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required