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<ul><li>Myntra is offering extra discounts on its products, if the customer opts for ‘no return.’ </li><li>The move is to cut down on the large number of returns on the ordered items. </li><li>The offer is applicable to products from lifestyle, apparel, electronics and home decor categories. </li><li>The e-commerce stores get nearly 15%-20% of returns on purchased items, according to a consulting firm in India.</li></ul>Flipkart’s subsidiary Myntra is wooing its customers by offering additional discounts on its products. But, that comes with a ‘no return’ policy. This means if the customers want to opt for additional discounts, they will have to give up on the benefits of free returns and exchanges for the products they ordered. In order to avail the extra discount, the buyer has to go for ‘non-returnable’ option while making the purchase. The additional discount on the products is up to 4%, if the buyer chooses to not return the product. The online fashion store is reportedly <a href="https://economictimes.indiatimes.com/industry/services/retail/myntra-to-offer-more-discounts-on-promise-of-no-return/articleshow/69034265.cms?utm_source=ETTopNews&amp;utm_medium=HPTN&amp;utm_campaign=AL1&amp;utm_content=23">exercising the scheme</a> to cut down on the large number of returns on the ordered items. According to a consulting firm tailing the retail industry in India, the e-commerce stores get nearly 15%-20% of returns on purchased items. This may be due to the fact that the returns are easy and non chargeable, it added. This scheme is valid on collection under lifestyle, home decor and electronics among others. However, the additional discount varies from product to product. Myntra is boosting its customer experience with lucrative offers, Amar Nagaram, heading Myntra, Jabong reportedly said. We keep on experimenting new features, keeping in mind the performance, he added According to an ET report, the move will benefit both the company and its customers since some measure of the amount saved on reverse logistics will go to its customers. However, the scheme has not been floated by Flipkart or its other subsidiary Jabong. The e-commerce fashion giant has been rolling out<a href="https://yourstory.com/2017/11/myntra-ties-goonj-cause-donate-redeem-upgrade-fashion"> attractive offers</a> for quite sometime now. Earlier in 2018, the company floated an initiative in collaboration with Goonj, that allowed customers to upgrade — buy new products in return of the old clothes. Separately, as an upgrade to its fashion store, Myntra, in October, also launched its <a href="https://www.indiaretailing.com/2018/10/29/fashion/myntra-launches-its-in-house-plus-size-brand-sztori/">‘plus size’ </a>brand Sztori, targeting a larger range of sizes for customers. See also: <a href="https://www.businessinsider.in/sportswear-brand-under-armour-head-to-india-to-take-on-nike-adidas/articleshow/68250588.cms">Global sportswear brand Under Armour heads to India, brings on board former Adidas exec Tushar Goculdas</a> <a href="https://www.businessinsider.in/the-indian-government-just-dealt-a-serious-surprise-to-amazon-and-flipkart-heres-what-that-means-for-online-shoppers/articleshow/67272151.cms">The Indian government just dealt a serious surprise to Amazon and Flipkart — Here’s what that means for online shoppers</a> <a href="https://www.businessinsider.in/has-amazon-overtaken-flipkart-the-answer-depends-on-who-is-asking/articleshow/66863163.cms">Has Amazon overtaken Flipkart? New numbers reopen the debate</a>

Myntra is luring its customers with additional discounts — but there’s a catch

<ul><li>Myntra and Facebook-backed Meesho sold<a href="https://www.businessinsider.in/business/ecommerce/news/meesho-recorded-5-35-million-orders-during-the-one-day-sale/articleshow/92100754.cms"> 60 orders every second</a> or over 5 million products in total on one day of their sale.</li><li>The Consumer Confidence Survey, carried out by the central bank of India, is still in <a href="https://indianexpress.com/article/business/households-see-high-prices-over-next-3-months-consumer-confidence-rises-7965166/">the negative territory</a>.</li><li>The impact of this reduced sentiment however isn’t as bad, especially in discretionary spends.</li></ul>India’s e-commerce titans — Amazon, Flipkart and Myntra — are all hosting their mid-year sales at the moment. It might sound like a bad time as customer sentiment is low due to inflation, layoffs, increasing interest rates and more. But the e-commerce market behaves much differently than<a href="https://www.businessinsider.in/stock-market/news/why-you-should-continue-your-investments-and-sips-in-bear-markets/articleshow/92199199.cms"> the stock markets</a>. Both Myntra and Facebook-backed Meesho — which is the latest entrant among the biggest e-commerce players — sold<a href="https://www.businessinsider.in/business/ecommerce/news/meesho-recorded-5-35-million-orders-during-the-one-day-sale/articleshow/92100754.cms"> 60 orders every second</a> or over 5 million products in total on one day of their sale. For Myntra, it was the first day of its End of Reason sale held between June 11-16 and for Meesho, it was their one-day sale held a week before. Amazon and Flipkart have not yet revealed the performance of their sales yet. *While inflation and high petroleum prices are impacting everyone, consumer sentiment is not universally low. There are many categories in discretionary spending which are still having high sales. Anything with relatively high quality and reasonable pricing seems to be doing well,” N Chandramouli, founder of brand intelligence company TRA Research, too noted. According to several experts Business Insider spoke with, the right product at the right price matters. The Consumer Confidence Survey is still in <a href="https://indianexpress.com/article/business/households-see-high-prices-over-next-3-months-consumer-confidence-rises-7965166/">the negative territory</a>. The Reserve Bank of India’s (RBI) consumer confidence index showed slight improvement to 75.9 in May, compared to 71.7 in March, but it is still in the negative. The impact of this reduced sentiment however isn’t as bad, especially in discretionary spends. “The consumer sentiment isn't as negatively impacted as people are projecting it to be,” Shrenik Gandhi, co-founder and CEO of digital marketing agency White Rivers Media, told Business Insider India. He noted that businesses have to come up with the right products and services at the right time, right price to attract customers. <cmsannotation type="cmsannotation" annotationid="A white space for brands" comment="subhead" text="A white space for brands">A white space for brands</cmsannotation> Shahan Sud, an investment banker turned VC, explained that the union of the attention recession and the impending recession will create a white space for brands that will allow them to curate their stockkeeping unit (SKU) that cater to consumers that are looking for a “value buy, but one that keeps up the fashion trends of the season”. A previous report by ICICI Securities, published earlier this week, also noted that the discretionary companies like retail, QSRs and jewellery will be performing well for now. The low-ticket segment of staples would have the biggest impact of the negative sentiment due to their dependency on the bottom strata for incremental volumes. <cmsannotation type="cmsannotation" annotationid="Beauty, durables will be the biggest sellers in 2022" comment="subhead" text="Beauty, durables will be the biggest sellers in 2022">Beauty, durables will be the biggest sellers in 2022</cmsannotation> Madhur Singhal, managing partner and CEO of Praxis Global Alliance, noted that there will be significant increase in direct-to-consumer (D2C) brands selling beauty, home, kitchen, utilities, and durable goods. Besides this, even electronics and durables will also record good sales this year. He believes that things could be much better than they are now. He noted that the sales will be soft for a few months before they pick up. Contrary to the popular opinion, he noted that the festive sales growth might be muted compared to last year as the trends of revenge buying and pent-up demand have faded away. “I think this year’s festive season will be much better than the previous two years, with consumer spend increasing,” Chandramouli said, differing from Singhal’s opinion. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/stock-market/news/ril-hdfc-sbi-zomato-among-stocks-to-watch-out-for-on-june-16/slidelist/92242578.cms" style="">RIL, HDFC, SBI, Zomato among stocks to watch out for on June 16</a> <a href="https://www.businessinsider.in/business/startups/news/cashe-is-now-offering-instant-loans-on-whatsapp-in-30-seconds/articleshow/92230354.cms" style="">A company is now offering instant loans on WhatsApp in 30 seconds</a> <a href="https://www.businessinsider.in/business/startups/news/ronnie-screwvalas-upgrad-is-now-worth-more-than-2-billion/articleshow/92227976.cms">Ronnie Screwvala's UpGrad reportedly worth over $2 billion after fund infusion by Lakshmi Mittal and Sunil Bharti Mittal</a>

Amazon, Flipkart and Myntra sales – all unaffected by low consumer sentiment

<ul><li>The e-commerce platforms in India achieved $5.7 billion of online retail sales during the first festive week. </li><li>A total of 75-80 million shoppers placed orders across e-commerce platforms. </li><li><keyword id="3515858" type="General" weightage="80" keywordseo="flipkart-group" source="Orion">Flipkart Group</keyword> led the online retail sales in terms of GMV with Amazon placed second. </li><li>Over 56,000 mobile phones were sold per hour during the sale period, contributing to ~41% of the gross merchandise value. </li></ul><keyword id="6354742" type="General" weightage="80" keywordseo="flipkart" source="Orion">Flipkart</keyword> group remains the e-commerce festival sales leader in India with 62% market share in gross merchandise value (GMV), based on data from the first week of sales, according to <keyword id="3359665" type="General" weightage="100" keywordseo="redseer" source="Orion">Redseer</keyword>’s Ecommerce Festive Season ‘22 report. Amazon was placed second with a 26% market share in terms of GMV. GMV refers to the total value of items sold. Flipkart was also a leader in terms of order volumes, <keyword id="3480589" type="General" weightage="50" keywordseo="meesho" source="Orion">Meesho</keyword> emerged the second largest, capturing 21% of the market, said the report by Redseer, a strategy consulting firm. As per <a href="https://www.livemint.com/news/india/amazon-india-calls-redseer-report-on-festive-season-sales-numbers-as-speculative-11665100456595.html">reports</a>, e-commerce player <keyword id="6354743" type="General" weightage="20" keywordseo="amazon-india" source="Orion">Amazon India</keyword> has called the Redseer report on festive season sale numbers as "speculative which lacks transparency", while the consulting firm defended it as an independent research. The e-commerce industry in India achieved $5.7 billion of online retail sales this year during the first week of festive sales, i.e 22 -30 September – which is a 27% year-on-year growth (for the first week of sales). E-commerce platforms in India usually hold three grand sales ahead of Diwali in India. The Festive Sale week 1 included sale events conducted by all online retail platforms between September 22-30. And for platforms that did not run a sale during any of these dates, the report had considered BAU (business as usual) order volumes. “Flipkart Group (Flipkart, <keyword id="319719" type="General" weightage="50" keywordseo="myntra" source="Orion">Myntra</keyword> and <keyword id="12587365" type="General" weightage="50" keywordseo="shopsy" source="Orion">Shopsy</keyword>) continues to maintain its leadership position with 62% market share in GMV during the festive sale week 1. In terms of order volumes, Meesho, with its low AOV (average order value) and high penetration in Tier-2 cities, emerged as the second largest player capturing 21% of the market share while Flipkart Group leads here as well,” <keyword id="210394" type="General" weightage="50" keywordseo="sanjay-kothari" source="Orion">Sanjay Kothari</keyword>, associate partner, Redseer Strategy Consultants said. A total of 75-80 million shoppers placed orders across e-commerce platforms during the first week of the festive season, said the Redseer report. Over 56,000 mobile phones were sold per hour during the above-stated time frame. Mobile contributed to around 41% of the GMV. Fashion contributed to 20% of gross merchandise value, which was 48% higher than last year's festive period. White goods (large appliances) are expected to gain momentum after the slower start, revealed Redseer. The shopper base increased by 24% year-on-year during the first week of sales, with over 65% shoppers coming from tier 2 cities. The spend per online shopper also increased by 3%. “Consumption, especially in Tier 2+ cities, generally tends to happen closer to festivities. While the beginning of last quarter was slow on demand, we saw a good uptick in consumer sentiment and consumption patterns in late August/ September. This we expect will further lead to demand recovery in build-up to Diwali,” said Redseer. Spending on fashion, beauty and home decor is expected to rise further as consumers look to upgrade their homes and lifestyles, especially to welcome guests, estimated Redseer. 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Flipkart group leads e-commerce festive sales, Meesho is second largest contributor in order volume: Redseer

<ul><li>E-commerce players are finding ways to bring the product closer to shoppers via video or live commerce. </li><li>The Indian live ecommerce market is expected to generate a gross merchandise value of $4-$5 billion by 2025. </li><li>Nykaa, <keyword id="7433188" type="General" weightage="80" keywordseo="sugar-cosmetics" source="Orion">Sugar Cosmetics</keyword>, <keyword id="319719" type="General" weightage="80" keywordseo="myntra" source="Orion">Myntra</keyword>, and <keyword id="18635" type="General" weightage="80" keywordseo="amazon" source="Orion">Amazon</keyword> have started offering customers a live ecommerce experience. </li></ul>Do you feel the need to try on your lipstick before buying it? Or ensure that a product suits your look? For this, you might no longer have to walk into a store. E-commerce players are finding ways to bring the product closer to shoppers via video or live commerce. Live commerce, video commerce or shoppable videos are AI-powered tools that make video ads more interactive and the experience more immersive. From virtual try-ons to Instagram filters that help choose a product or live sessions hosted by e-commerce players — the definition of live commerce itself is wide and expanding — as technology evolves. Apart from making the experience more actionable, video commerce also bridges the gap between offline and online shopping experience. AR, AI and algorithms One of the early adopters of this trend is online cosmetic retailer Nykaa that has made L'Oreal's advanced, Al-powered virtual try-on technology ModiFace available to its shoppers. ModiFace uses an advanced face tracker augmented reality (AR) algorithm that scans facial features like lips, eyes, cheeks, and hair to provide a real-time virtual experience of a cosmetic product. Lenskart too uses a 3D try-on version which allows shoppers to make a video of themselves and check how well a spectacles frame suits them. Sugar Cosmetics India recently launched an Augmented Reality Instagram filter in a campaign called ‘Wheel of Love’. The wheel will pick the best shade of lipstick and foundation that best suits the customer. Live launches and live shopping In the live version of video shopping, influencers demonstrate newly launched products on their social media feeds wherein you can shop and pay simultaneously. Myntra too has a live ecommerce platform called M-Live where experts and influencers host live video sessions of a product along with styling ideas — facilitating real-time engagement between customers and brands. This simultaneously breaks into the elite personal shopper-like experience for online shoppers. For its upcoming Great Indian Festival, Amazon is trying it too and is roping in 150 influencers that will provide consumers with an interactive experience. “Customers can have the live feel of shopping without having to physically be in a store. Amazon’s shopping is thus becoming more intuitive through artificial intelligence,” said <keyword id="2968020" type="General" weightage="80" keywordseo="noor-patel" source="Orion">Noor Patel</keyword>, Vice President of Amazon India. More engagement It looks like these live commerce initiatives are working too. According to a <a href="https://thecirqle.com/blog-post/educate-entertain-engage-how-ar-filters-can-help-brands-in-the-quarantine-age">report</a> by Meta’s business partner The Cirqle, launching an AR filter generates customer engagement of 75 seconds — that’s four times more than video content. Canadian fashion retailer Aldo reported a <a href="https://retail-insider.com/retail-insider/2021/06/aldo-pilots-livestream-shopping-as-the-asian-trend-expands-into-canada-expert-commentary/">308% engagement rate</a> after a live stream shopping event in 2021. Due to the unique advantages it brings, live commerce will grow too. According to a report by Redseer, India's live commerce market is expected to generate a gross merchandise value (GMV) of $4-$5 billion by 2025. This is currently being led by beauty and personal care (BPC) brands. China’s live ecommerce market already forms 9-10% of gross merchandise value (GMV), according to <keyword id="496755" type="General" weightage="80" keywordseo="mckinsey-report" source="Orion">McKinsey Report</keyword> 2021. Along with online retailers, even offline retailers are chasing the immersive experience. “After the pandemic, we are trying to integrate a more immersive experience for retailers who visit malls everyday. Malls have upgraded their mobile applications allowing the consumer to check out brands beforehand, provide customer support, and send vouchers,” said <keyword id="1417134" type="General" weightage="80" keywordseo="shishir-baijal" source="Orion">Shishir Baijal</keyword>, chairman and managing director of <keyword id="151748" type="General" weightage="50" keywordseo="knight-frank-india" source="Orion">Knight Frank India</keyword>. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/online-education-platform-upgrad-acquires-centum-learning-to-upskill-enterprise-workforce/articleshow/94216993.cms">Online education platform upGrad acquires Centum Learning to upskill enterprise workforce</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/ecommerce/news/iphone-13-series-iphone-12-mini-and-iphone-11-to-get-huge-price-cut-on-flipkart-upcoming-sale/articleshow/94215527.cms">Flipkart's upcoming sale could be the best time to buy an iPhone – iPhone 13 series, iPhone 12 mini and more to get huge price cut</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/here-are-indias-top-ten-most-valuable-brands-according-to-kantar/slidelist/94214141.cms">Here are India’s top ten most valuable brands according to Kantar</a>

Explained: How video commerce is helping online shoppers try before they buy

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

If you’re a fan of buying fashion stuff online, here’s something of your interest. We hope you have upgraded to a smartphone by now. Because fashion ecommerce company <keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> will be shutting down its website from 15th of this month and become an “app only” platform. With mobile-based commerce emerging as the next biggest opportunity, Myntra is taking the lead in marking the end of desktop and browser based shopping. 
 
The rapid expansion of smartphones from 120-140 million in 2014 to 600-700 million in 2020 will provide the base for creation of an inclusive market unprecedented in the history of fashion shopping. Mobile apps are taking utilitarian role in users’ life by being the default mode of accessing and consuming internet services. According to a recent study, 90% of smartphone users in India use apps, which is close to 158 million as of today. The country ranks second only to the US in the usage of shopping apps. 
 However, if you dislike shopping from mobile, blaming it to the smaller screen size, know here, <keyword id="6388367" type="COMPANY" weightage="20" keywordseo="Jabong">Jabong</keyword> will keep websites open for apparel shopping. 
 “We strongly believe customers should have <keyword id="819468" type="UNKNOWN" weightage="20" keywordseo="the-choice">the choice</keyword> to buy either on his smartphone or on the computer," Jabong <keyword id="217739" type="POSITION" weightage="20" keywordseo="cofounder">Cofounder</keyword> <keyword id="536011" type="PERSON" weightage="20" keywordseo="Praveen-Sinha">Praveen Sinha</keyword> told The Economic Times, adding that the <keyword id="174155" type="CITY" weightage="20" keywordseo="Gurgaon-based">Gurgaon-based</keyword> company generates half its sales from mobile devices and will continue to host its website. "It's still 50-50 for us." 
 
Sinha said an app-only operation may limit price comparison and product visibility for consumers, who could find it easier to quickly open other sites on a laptop or desktop. "Getting a price discovery from an app will be very difficult.” 
 
Jabong won’t raise funds independently: In an interview with The Economic Times, Jabong Cofounder Praveen Sinha has said, “Funds will be raised at a global level and allocated to the various country-specific businesses as the need arises. Jabong is now part of the <keyword id="2504271" type="UNKNOWN" weightage="20" keywordseo="Global-Fashion-Group">Global Fashion Group</keyword> (GFG). 
 Sinha said Jabong will no longer raise funds independently. It received $100 million from British development finance institution CDC and other investors last year. Jabong is now part of the Global Fashion Group, which will provide the finances. GFG will now become the central group where, if required, further <keyword id="6357455" type="EVENT" weightage="20" keywordseo="Funding">funding</keyword> will be raised." 
 As per the financial daily, last year, Rocket Internet and AB Kinnevik created a global alliance of five large ecommerce companies in which both have sizeable investment -- Jabong, Dafiti in <keyword id="48890" type="COUNTRY" weightage="20" keywordseo="Latin-America">Latin America</keyword>, Lamoda in <keyword id="6358826" type="COUNTRY" weightage="20" keywordseo="Russia">Russia</keyword> &amp; CIS, Namshi in <keyword id="1009187" type="UNKNOWN" weightage="20" keywordseo="the-middle">the Middle</keyword> East and Zalora in <keyword id="53564" type="UNKNOWN" weightage="20" keywordseo="Southeast-Asia">Southeast Asia</keyword> and <keyword id="6355478" type="COUNTRY" weightage="20" keywordseo="Australia">Australia</keyword>. Sinha told the ET that, as part of the global alliance, Jabong will be able to secure exclusive rights to sell foreign brands in India, to list brands in other countries and meet its technological requirements. 
 Sinha was dismissive of the buzz that US-based <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword>.com was in talks to acquire Jabong in a bid to gain a strong foothold in fashion, one of the fastest-growing segments of online retailing. 
 
“Talks with Amazon were never serious," he said. Germanybased Rocket Internet's ambition is to become the largest online platform outside China and the US and Jabong is an important cog in its global scheme of things.

Myntra now an App-only brand, Jabong not keen on shutting down website for app-only approach

A glimpse at your smartphone today will tell you just how many subscription-based services have pervaded our lives. Be it booking a cab, shopping, ordering food or <keyword id="15646244" type="General" weightage="20" keywordseo="booking-a-table" source="Orion">booking a table</keyword> at a restaurant, there’s always an app for that. But at some point subscription fatigue has to become a real phenomenon right? This is where <keyword id="7391793" type="General" weightage="20" keywordseo="times-prime" source="Orion">Times Prime</keyword>, the super App from Times Internet, comes into play. Rapidly rising as one of the most preferred <keyword id="15482" type="General" weightage="20" keywordseo="lifestyle" source="Orion">lifestyle</keyword> super-apps, Times Prime, offers an extensive range of benefits on a single platform, from shopping to entertainment and lifestyle, brands like Starbucks, Myntra, Uber, Disney+ Hotstar, SonyLIV, Google One, and many more. The idea is simple — instead of paying for different subscription services, pay for one -- and you can access all of these at once. Celebrating Times Prime’s success In line with digital transaction industry trends, about 70% of the Times Prime app's MAUs are male users, while the rest are female. <div type="image" title="The Gourmet Table Mumbai" msid="95846724" hostid="261" sizebytes="1711755"></div>Times Prime members can access multiple apps and services with just one subscription thus delivering great ROI for members, without compromising on their experiences – precisely the reason why Times Prime has witnessed an exponential growth of 300% over the last 3 years.. According to Harshita Singh, Business Head, Times Prime, over 20,000 brand benefits are unlocked on the app daily with weekends seeing further spikes. The member base spans 18 Indian cities, with UPI (48%) being the primary mode of payment followed by credit cards (21%) and then wallets. “To sustain this growth momentum, we will continue to launch exciting benefits and experiences that are valued by the transacting digital natives in the country. We also want to continually upgrade the app experience to better showcase the new categories and to enable discovery of the range of benefits” Singh told Business Insider India in an interview. She added that while Times Prime’s users come primarily from metro cities in India, the app has been seeing increasing demand from all regions. Over-the-top (OTT) and news content are consumed often, along with services like booking cabs, restaurants, grooming and events. “When we were initially trying to get brands to buy into this concept it was hard! But there is a flywheel that exists in bundles- good brands attract more good brands. We also deliver immense value to our partners - scale, user quality, transactions, and that's why they choose to be a part of Times Prime year on year,” she said. New categories, special benefits The company is also planning to introduce new categories and add special benefits for subscribers, including top restaurants in India. A number of other OTT brands are also expected to be added, along with kids' brands, fashion, lifestyle, travel and other services. Singh said that the app was originally created with digital natives in mind, but has since progressed to high frequency use cases, even if they aren’t digital. “Currently we have a strong presence in the Online-To-Offline (OTO) space as some of Times Prime benefits and experience can only be enjoyed offline. One good example can be our Grooming &amp; Wellbeing benefits. Similar to this, our members book curated Times Prime experiences &amp; events like Purple Carpet, The Gourmet Table, History &amp; Food Walks, Photography walks, offers on tea &amp; coffee and mixology sessions on the platform to enjoy them at some of the top venues with other members. We are seeing a strong demand for this category and have a number of exclusive properties in the pipeline,” she added. The subscription business isn’t the company’s only revenue model either. “The beauty of a subscription offering is that people pay you for their own loyalty. As a platform that gives us a lot of leverage to be a launchpad for new subscriptions, D2C offerings, ticketed events, thus resulting in monetisation opportunities beyond the subscription paywall,” said Singh. Further, Singh noted that with performance marketing getting more expensive to scale now, brands can take advantage of platforms like Times Prime. Super apps like these can deliver access to a larger audience at the same time, increasing short term returns on investment and widen the reach. Disclaimer: Times Prime is part of Times Internet Limited and Business Insider is a part of Times Bridge, a company of Times Internet Limited.

Times Prime: A new gamut of elevating lifestyle for India’s youth

<ul><li><keyword id="31174" type="PERSON" weightage="20" keywordseo="brands">Brands</keyword> have seen early signs of recovery during <keyword id="126295" type="ORGANIZATION" weightage="20" keywordseo="Akshaya-Tritiya">Akshaya Tritiya</keyword> and <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> and their businesses are approaching normalcy. </li><li>After surviving the storm during the lockdown, brands have a lot of hope resting on the festive season to bring in cheer and profitability in their businesses. </li><li>With Ganesh Chaturthi around the corner, we decided to speak to a few brands across categories on how they are preparing for the festive season and what kind of expectations they have pinned on the latter half of the year for recovery. </li></ul>Brands are pinning a lot of hopes on the festive season this year to help them bounce back. They have started working on their advertising campaigns in full swing to win back consumer trust and help shape the <keyword id="29547" type="PERSON" weightage="20" keywordseo="Market">market</keyword> sentiment. The festive season, which begins in August and continues till January, often results in a disproportionate increase in demand of goods and services, marking an important period for most consumer brands. However, the pandemic this year has made consumers frugal and the current market unrest has taken a sharp toll on the total spends. As per Madison’s report, AdEx collapsed by as much as 65% because of COVID-19 in Q2, indicating how badly the economy has been performing so far. Last year for Television, the Indian Premier League (IPL), ICC World Cup and Elections in Q2’19 contributed around Rs 3,000 crore (34% to the TV AdEx in Q2’19). However, the pandemic removed both these money-spinners from the AMJ quarter this year, which has added to the decline. This year, brands are trying to come up with innovative solutions to reach out to their consumers at their door steps and are optimistic about seeing a stable growth in the next few months. Fashion e-commerce giant Myntra has seen early signs of recovery and <keyword id="1549018" type="PERSON" weightage="20" keywordseo="consumer-sentiments">consumer sentiments</keyword> picking up during Raksha Bandhan as it witnessed a surge in demand for women's ethnic wear, men’s occasion wear, kids wear, and accessories such as watches, handbags. It also saw 3.5 million customers shopping during the June edition of EORS, a testimony of how consumer sentiments are getting back on track. “The festive season, followed by winter, is the most exciting quarter for Myntra. This year we are expecting a massive scale and growth in festive buying as consumer sentiment continues to be strong. Myntra is already operating at a pre-lockdown scale, and this upcoming festive season will definitely help us in boosting our growth further. Our focus will continue to be on enhancing customer experience by providing high-quality merchandise in a curated and personalized store, along with safe and fast delivery. Our new customer acquisition is at an all-time high and we are ensuring we help them in all their lifestyle needs. We are witnessing a spike in our Tier II and Tier III customers and orders as well,” said Ayyappan Rajagopal, Head of Business, Myntra. Another new-age brand Melorra that specializes in modern jewellery, has managed to avoid the losses incurred by various other businesses during the pandemic months. It saw a 400% growth in the last financial year, and is confident of matching that level of growth with a strong performance in the upcoming festive season. “The festive season this year is expected to be even more impactful than the past for Melorra. Firstly, the lockdown that started in March slowed down the jewellery purchase due to disruption in the delivery logistics, and most of the people are looking to buy jewellery now that the deliveries have resumed. Given the pandemic, all festivities in the first 2 quarters of the FY was a washout, hence there could be a trend reversal during festive season – but not at the previous levels. Since the prices are also at an all-time high, customers would opt for lightweight and trendy gold jewellery that is not only stylish but also easy on the pocket. Melorra caters to women who live in the moment and do not keep gold stacked away in lockers like before. Hence, it is definitely a key period for the brand and the jewellery industry at large,” said Sharat Krishnan, Head of Marketing, Melorra. The festive season has always been the most important part of the year for the jewellery business. Titan has already seen 80% recovery because people are celebrating their milestones with their families at home. It has a campaign and launch of a new collection lined up for October. Ajoy Chawla, CEO Jewellery Division, Titan Company Ltd sees no reason why the festive season shouldn’t be as good as last year. “It would be as good as last year or slightly lesser. The most optimistic expectation is that it should be as good as last year. Even if it is 90% or 80% close to last year’s performance, that’s good. We’re currently seeing 80% recovery and this is my best estimate. We’ve seen this recovery because people are still celebrating milestones like anniversary, birthdays, etc. They understand that the reality is grim but how long can you keep your life on hold? They want to feel good. Also, Q3 is wedding season but the festive season is delayed this year so the season may start a little slower unless there are massive rebound cases. Some markets also take two steps forward and three steps back, there is always some fluctuation. However, after October, we are hoping to see more stability. We will also launch a new collection and campaign around October,” shared Ajoy Chawla, CEO Jewellery Division, Titan Company Ltd. On what the consumer sentiment would likely be this festive season, Nidhi Sinha, Head of Content, Mintel India said, "One of the most important things people are looking forward to once the restrictions of the pandemic are lifted is meeting friends and family. However, according to research from Mintel’s Global COVID-19 Tracker in August, 42% of Indian consumers are looking forward to meeting family and friends in person compared to 34% of consumers in early July. This desire has accelerated due to the onset of the festive season." Mintel's research data indicates that consumer sentiment is improving and there is more willingness to spend on luxury items and good brands in the market. Sinha added, "Ganesh Chaturthi, which is round the corner, would be one such important festival that would entail celebrations in a different way so as to be in line with the pandemic protocols. As people continue to be under restrictions due to the pandemic, this festival is expected to be low key compared to regular times. However, Mintel research highlights that 30% of Indian consumers are planning to spend more on clothes and accessories, presenting an opportunity for brands. This is indicative that people are planning to spend on indulgences despite a negative economic outlook. Brands like Gemini oil, Ferns and Petals and Cadbury have been very agile in talking about the changing face of the festivities and how it is an opportunity for people to spend such festivals at home with their loved ones.” Festive season is an important period for the retail industry. It is a time when consumer spending is at an all-time high. One of the leading sportswear brands PUMA has multiple new launches planned throughout the season to cater to increasing demand. Telling us how the consumer sentiment changed in retail, Abhishek Ganguly, General Manager, PUMA India and Southeast Asia said, “As we’re witnessing right now, online channels will continue to be a convenient option for consumers to shop. Given the precautions around health and safety, we are seeing people shop online or go to a store where they are confident about the hygiene measures being implemented. Having said that, as lockdown continues to be relaxed across the country, we are seeing a steady week-on-week increase in footfalls with consumers visiting our stores to buy fashion essentials.” On festive expectations, Ganguly added, “Over the last 3-4 months, we have been seeing steady growth across both our offline and online channels. The conversions have increased substantially from pre-Covid times as people exactly know what they want to buy and are shopping with a clear intent. Given the trend of how things are continuing to improve compared to the previous months, we are very hopeful of a strong September and October. We hope this trend continues through the festive season and beyond.” Electronics giant Philips has launched a few new products like Smart Hair Dryer, Eyebrows Trimmer this month to ride on the improving consumer sentiment due to the festive season. Gulbahar Taurani, Vice-President, Personal Health, Philips Indian Subcontinent, Philips India, said, “The trends indicate that this is going to be a good season. We will have our challenges in terms of supply chain, partial lockdown, movement of products because the number of COVID cases are going up. From a demand standpoint, we see a very positive sentiment. I believe that this is going to stay, which will drive the festive season. As a part of the festive season, we had a couple of new launches last month itself.” The furniture segment, which was on complete halt during the lockdown as it did not fall under essentials, is also gearing up for the festive months. Given that individuals are spending more time at home due to the lockdown, home-grown brand Pepperfry witnessed an uptick in demand for WFH furniture and décor. In fact, Pepperfry is already at 100% of its pre-lockdown sales volumes. Kashyap Vadapalli, Chief Marketing Officer &amp; Business Head, Pepperfry is now anticipating to see this trend boost their sales further as people continue to focus on making their home spaces better equipped for everything. The brand is upping its digital media game and has launched a new campaign called ‘Swadeshi is Great’. “Given that household products and celebrations at home play such an important role during the festive season, consumers are constantly looking to revamp/renovate the space such that the home category witnesses a natural upswing in demand during festivals. With this combination of consumer adaptation and brand innovation, we are positive about the consumers’ outlook and demand for categories like home décor and furniture. As consumers have become apprehensive with regards to shopping offline or even stepping outside, they are increasingly adapting to buying online. Our online business is already at 120% of pre-COVID levels. As we move along, we plan to keep innovating with digital tools to enhance our consumers’ buying experiences,” said Vadapalli. The sudden outbreak of the pandemic brought a lot of businesses to a standstill. However, one of the few sectors that have seen an upturn amid the nationwide lockdown is EdTech. Now, to evolve with changing times and to prepare for the upcoming festive season, upGrad is looking at altering its marketing strategy. It is shifting its spends towards TV as consumers would want to spend more time together, while supplementing it with digital. Telling us what kind of changes EdTech has gone through lately, Arjun Mohan, CEO-India, upGrad said, “Given the current scenario, consumer priorities are being re-calibrated. They are now undergoing a behavioral shift which is directly reflecting on their spends. Unlike earlier, individuals today have ample time and money to spend on upskilling options, which otherwise, was parked for a later date. upGrad has seen a big behavioral shift in the mindset of parents too towards learning online, as they have seen their kids benefiting from it in real-time. This is one of the major drivers that has created a massive demand for our specialised online programs, which not only enhances the domain knowledge, revise skill sets, etc. but also help professionals achieve desired career outcomes.” All brands voiced their confidence that the worst has passed, and the markets will only move towards normalcy hereon.

Festive Marketing: Brands are optimistic that improving consumer sentiments will help them bounce back and bring in profitability

New Delhi, Jan 30 () Swedish fashion retailer Hennes &amp; Mauritz (H&amp;M) posted a 42.54 per cent rise in sales in India to 2,007 million Swedish krona (around Rs 1,486 crore) for the fiscal ended November 2019.
 The company had posted sales of 1,408 million Swedish krona (around Rs 1,043 crore) in 2018, the H&amp;M group said in its full-year report.
 H&amp;M, which follows the December-November financial year, also added eight more stores during the period in India, totalling to a network of 47 stores.
 Besides, H&amp;M also plans to roll out a customer loyalty programme in India.
 "H&amp;M upgraded the customer loyalty programme and now has more than 65 million members in 19 markets and will continue to be rolled out to additional markets in 2020, including India and South Korea," the company said in a post-earning statement.
 In 2019, H&amp;M launched a range of products on leading e-commerce platform Myntra, besides having presence in the online segment through its own channel.
 The H&amp;M group's global net sales increased 11 per cent to SEK 232,755 million in the 2019 financial year and the gross profit increased to SEK 122,453 million. SEK is an abbreviation for Swedish krona.
 "Sales growth was good in many markets in the fourth quarter. In India, sales increased 33 per cent in local currency, in Poland by 21 per cent, in Mexico by 18 per cent and in Russia by 12 per cent. In Sweden, sales increased by 7 per cent, while sales in the US and the UK increased by 6 and 3 per cent, respectively, said H&amp;M Chief Executive Officer Karl-Johan Persson said.
 Australia is scheduled to become a new H&amp;M online market in the second half of 2020, while in South Korea, it will launch the brand on the e-commerce platform SSG.COM.
 The group is also increasingly integrating online and physical stores for optimisation of the store portfolio.
 "Around 200 new stores are planned to open in 2020, mainly in growth markets, while at the same time, consolidation will continue with around 175 planned store closures, mainly in established markets. The net addition of new stores for full-year 2020 is expected to be around 25," the statement said.
 H&amp;M India Country Manager Janne Einola said, "We are delighted with the India results. Within 5 years in the country, Rs 1,500 crore sales show that the customers are happy with H&amp;M's business idea."
 He added that the company looks forward to the Indian design collaboration with Sabyasachi tie-up coming soon. KRH HRS

H&M India sales jump 42 pc to Rs 1,486 crore in 2019

<keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> claims that its <a href="http://www.businessinsider.in/searchresult.cms?query=Big+Billion+Day+sale">Big Billion Day sale</a>, which is starting next week, will be a trouble-free experience for the customers this year as the company has upgraded its technology, logistics and seller-base this time. 
 
The <a href="http://www.businessinsider.in/searchresult.cms?query=Ankit+Nagori">chief business officer at Flipkart, Ankit Nagori</a> says, "We are ramping up our logistics and during the festive season we will have over 19,000 delivery boys, including those from Ekart, delivering to over 40,000 pin codes across India." The company is also adding three warehouses including one at Dadri in New Delhi. 
 Interestingly, Flipkart has restricted the <keyword id="2546653" type="UNKNOWN" weightage="20" keywordseo="Big-Billion-Day">Big Billion Day</keyword> sale to app only. Why? Perhaps they are doing it because they get around 75% of its traffic through mobile-only devices and Nagori expects it to go up to over 80% during the discounts. 
 
Flipkart’s Big Billion Day last year saw a merchandise of over Rs 600 crore in just 10 hours, as per several media reports. But it seems like the e-tailer won’t give the consumers any chance to complaint after its one-day flash sale was spoiled due to technical and logistics glitches in 2014 and Flipkart had to apologise to its customers. 
 
The firm is also offering attractive offers to its sellers who will ensure enough stock and on-time product delivery. Four outperforming sellers will get return flight tickets to Paris and over a dozen star sellers stand a chance to win iPads. 
 
Flipkart has also installed its own data centres across major metros to manage online traffic itself while last year it outsources vendors which resulted into server crashes. 
 
"We have invested heavily in our chat application Ping and image- based search to improve the shopping experience," said Nagori, who joined the eight-year-old company in 2010. This year the sale will be conducted for five days, starting October 13. It will include Myntra, the online fashion retailer Flipkart acquired last year. 
 
 As estimated by the business daily, India's leading eCommerce companies like Amazon, Flipkart, Snapdeal and Quikr are expected to spend over Rs 2,000 crore this year on marketing and advertising, which is 53% more than last year. 
 
However, Nagroi refused to reveal the company’s marketing budget for the October-December period. "There will be a multi-channel approach with TV, print, outdoor and digital and this time we will specifically target tier-2 towns with our offline campaign," he added. 
 
While product launches in categories such as electronics, appliances and mobiles are expected, throwaway sales such as mobile phones for Re 1 that were offered last year may not be available this time. "Rather than the marketing deals (such Re 1 sales), we will offer significant number of products at a lower price to a larger base of customers," Nagori said. 
 
Last year, sellers were sent deactivation mails after the supply chain ran out of capacity. This year the company is asking sellers to stock a large number of goods in its fulfilment centres. About 40,000 retailers are expected to sell through Flipkart during the sale. The company has launched a 'turbocharge' campaign to add 10,000 sellers in the next three months, through which it will offer free cataloguing and listing support. 
 
The company is also aiding sellers in faster loan approvals for buying stock. "We have been continuously preparing sellers to manage high-traffic during this event. After all, these three months offer the best time of the year if anyone wants to make extra money," Nagori added.

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