Friday 22 September 2017

Paytm Mall offers 100% festive sale discount; more sales by etailer expected soon
The first ever Paytm Mall festive sale keeps getting exciting. In August, the etailer said it will host its mega festive sale online and offline as part of its O2O (Online-to-Offline) strategy. Its initial sale called ‘Mera Cash Back’ sale began at the same day as Flipkart’s BBD sale, 20th September, and will carry on till 23rd September. The sale has a lineup of cashback offers of around Rs.501 crore. Through this sales event the etailer is looking to capture 5 million buyers.

What are the offers on Paytm Mall?

While Flipkart and Amazon offer 90% discounts, Paytm Mall is ready to sell goods for free!
The chief operating officer at Paytm Mall, Amit Sinha said, “If you are going for 90%, then why not 100%? It is certainly better messaging. We are going to offer 100% cashback on select products during the upcoming sale. The point is, there will always be a bunch of products which are going to be attention grabbers; products on which you can give back as much as 100%.”
15-100% cashbacks of merchandise value on mobile phones, fashion products, consumer electronics and other products. This equates to –
  • Cashbacks worth Rs.15,000 on – Smartphones
  • Cashbacks worth Rs.20,000 on – Laptops
  • Cashbacks up to 20% on – Large appliances (E.g. TVs)
To keep things interesting during the sale the marketplace is also offering 100% cashback to 25 phone buyers and 100 grams of Paytm Gold to 200 lucky shoppers on al 4 days of the sale.
Sinha added that, “The offers will be a mix of cashback, Paytm Gold and other stuff. Our focus is not only on giving best offers to consumers, but also enable shopkeepers, so that they have similar offers like online in their shops. We are going to be as aggressive as any other platform.”

How is Paytm Mall making this possible?

“In the first ever festive sale of Paytm Mall, we have collaborated with our partner brands and merchants to bring one of the largest assortment of cashback offers,” Sinha stated.
He also said, “We are not planning to do product launches like other platforms. We are working closely with brands to come out with a joint sale plan for Diwali for both online and offline. This will be a combined activity across all channels. For instance, if there is a brand with 1000 of its own stores, 10,000 of third-party stores and then an online store on our platform. The consumer will get a seamless experience on all three channels. You can purchase anywhere, get delivered from anywhere.”
The etailer has set aside Rs.1000 crore for festive season marketing, cashbacks and promotions. It obtained funding from Alibaba and SAIF Partners in February. This has helped the etailer to indulge in operations to overtake Flipkart and Amazon.
To sustain healthy growth, the etailer is playing to its strengths.
  • It is offering cashbacks
  • It is using an O2O strategy, similar to T-mall by Alibaba
  • It has moved 800 employees to Paytm Mall
  • It appointed Alibaba senior executives to company board
  • It expanded its QR code capabilities
Regarding its O2O strategy, the etailer has said it has partnered only with brand authorized stores, retail chains and small outlets. Orders placed here will be processed from local customer stores.
The ecommerce firm stated, “This will drive increased sales for Paytm Mall’s partnered retailers ahead of this festive season… It will also lead to shorter delivery timelines for all festive orders and save additional logistics investments like warehousing.”

More sales to come

Like its competitors, the ecommerce platforms under One97 Communications plans on targeting key categories like electronics, smartphones, fashion and appliances. It is forming agreements with brands and shopkeepers to develop the perfect customer experiences.
After the 24th of September, Paytm Mall will launch more sales events during regional festivals to boost monthly sales figures aggressively.
“We will do multiple sale events which will mimic the country’s shopping patterns and also push our daily needs category with the first week of every month sale. We have partnered with FMCG companies to push our daily need category,” Sinha mentioned.

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