Leading online marketplaces are pulling out all stops to attract customers. However, it seems Indian shoppers are still wary of taking their shopping online. Ecommerce companies are taking to advertisement campaigns to convince the customers that shopping online is the thing to do.
Amazon has tried to reach out to the shoppers by using local phrases that Indians commonly use, including ‘Aur Dikhao’ (show me some more), ‘kya pehnu?’ (what do I wear?) and ‘apni dukan’ (my shop). ‘Apni dukan’ is the company’s latest campaign. The campaign focuses on Amazon’s features like easy returns, COD, and delivery in a day.
Likewise, Flipkart has also launched a set of ads. The latest one titled ‘Flipkart matlab Bilkul Pakka’ features veteran actor and filmmaker Amol Palekar and Namit Das. Palekar and Das have an interesting conversation with Das (representing the youth) successfully convincing Palekar that shopping on Flipkart is as safe as shopping at the local store.
Shopclues had recently launched its ad campaign ‘Mallnahimarket’ to reach out to the middle class shoppers who love bargaining at their local stores.
What stops a customer from shopping online?
Many shoppers are still tentative when it comes to buying things from an invisible store. The lack of ‘touch and feel’ is still a major issue for many, especially when it comes to clothes. Most shoppers hesitate to pay upfront. Online stores are trying their best to allay these fears by offering COD, no questions asked returns, guarantee of quality and so on.
By reaching out to shoppers in their language, the marketplaces are trying to assure customers that they are trustworthy, and offer the same comforts of their favourite physical stores. The ad campaigns are garnering attention, it remains to be seen if this will translate to increased sales.
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