<ul><li>Fintech app PhonePe supasses <keyword id="6357120" type="General" weightage="80" keywordseo="paytm" source="Orion">Paytm</keyword> in advertising war. </li><li><keyword id="830092" type="General" weightage="80" keywordseo="zomato" source="Orion">Zomato</keyword> – despite not opting for IPL advertising – led almost all metrics in the food category, edging out <keyword id="6358977" type="General" weightage="100" keywordseo="swiggy" source="Orion">Swiggy</keyword>. </li><li>Among the shopping apps, Meesho’s open rate – or the number of times users logged on to the app – declined from pre-IPL to post-IPL , whereas <keyword id="319719" type="General" weightage="50" keywordseo="myntra" source="Orion">Myntra</keyword>’s grew. </li></ul>IPL advertising gives brands access to millions of Indians – the 2022 edition had a total of 229 million television viewers. It is often referred to as ‘India’s Superbowl’ in terms of advertising worth. Bobble AI’s latest market intelligence report analysed data from 80 million android smartphones to study the impact of IPL advertising by a range of apps including Myntra, Dream11, Meesho, <keyword id="685487" type="General" weightage="20" keywordseo="spotify" source="Orion">Spotify</keyword>, Swiggy, and <keyword id="12651286" type="General" weightage="50" keywordseo="tata-neu" source="Orion">Tata Neu</keyword>. An analysis of the impact of television advertising around IPL has found that fintech application PhonePe reaped the maximum benefits with highest user penetration rate post-IPL. This was followed by Paytm and Meesho. PhonePe, Myntra and Dream11 saw the largest increase in the average session per user post IPL. Average session per user is defined as the average number of times the app is opened in the given timeframe. However, Zomato led almost all the metrics in the food category, despite not opting for IPL advertising. The report studied smartphone user behaviour during three time frames – Pre IPL 2022, During IPL 2022 and Post IPL 2022. The majority of users during IPL were aged between 18-24 years, the survey found. Tata Neu download surged above 8000% but didn’t gain users post IPL The total installations increased exponentially for the Tata Neu app (8438.1%) as the app's marketing was launched with IPL. Despite this, Tata Neu didn’t gain any users post-IPL and users didn’t open the app after 15 days of downloading it. PhonePe app scored over Paytm in the number of app downloads. Spotify and Swiggy also saw a spike of more than 50% in installations. Dream 11 saw over 79% increase in app downloads across the three periods. New app installations for Myntra were 25 times higher than that of Meesho’s. “Advertising during the IPL skyrockets, giving brands a significant amount of reach to their existing customers and target audience. Zomato and PhonePe surpassed their competitors Swiggy and Paytm in almost every category, including the overall market penetration. Since the pandemic, online platforms have gained steady ground,” said <keyword id="718190" type="General" weightage="50" keywordseo="tabrez-alam" source="Orion">Tabrez Alam</keyword>, chief of business strategy, Bobble AI. Bobble AI’s report said that most of the apps gained in terms of average session per user (ASU) except for Tata Neu – which saw a 67% reduction. PhonePe reported an over 22% increase in ASU, beating Paytm that saw a near 14% rise in ASU post IPL. However, there was no change in ASU for the Swiggy app. Dream11 saw an 83% increase in active users (AUs) during IPL. Active users are the total users who were active on the said application in the given timeframe. Myntra’s AUs were substantially higher than Meesho's. PhonePe edged out Paytm for AUs in the fintech industry. Zomato overtakes Swiggy without IPL advertising Bobble AI also analysed whether advertising during IPL gave an edge to Swiggy over Zomato or not. The data showed that Swiggy didn’t get any such edge. Zomato performed better than Swiggy on all metrics apart from the churn rate. Churn rate is the percentage of active users who opened the application in the previous 15 days but did not open it in the subsequent 15 days. Zomato’s open rate (7.3%) – defined as the number of times users logged into an app – was more than Swiggy’s (1.93%). Zomato had over 38% more active users than Swiggy during IPL. Advertising during IPL didn’t help Swiggy perform better than Zomato, its main competitor. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/indians-are-buying-more-appliances-like-vacuum-cleaners-microwaves-after-the-pandemic-flipkart/articleshow/94330469.cms">Indians are buying more appliances like vacuum cleaners, microwaves after the pandemic: Flipkart</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/enterprise/news/milliseconds-matter-in-a-digital-first-world-says-salesforce-as-it-launches-real-time-data-platform/articleshow/94330258.cms">Milliseconds matter in a digital-first world, says Salesforce as it launches real-time data platform</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/health/news/despite-inflation-8-out-of-10-people-intend-to-increase-spending-on-health-and-wellness-accenture-report/articleshow/94329579.cms">Despite inflation, 8 out of 10 people intend to increase spending on health and wellness : Accenture report</a>

PhonePe, Paytm, Myntra reap benefits of IPL advertising, while Zomato scored over Swiggy without an IPL TV ad-Bobble AI report

<img class="gwt-Image" src="/photo/52972057.cms" /> The Noida-headquartered online marketplace <keyword id="6357120" type="UNKNOWN" weightage="100" keywordseo="PayTM">Paytm</keyword> has decided to up its online-to-offline (O2O) same day delivery in categories including large appliances and mobiles to 20 Indian cities. 
 
The O2O deliveries were started in October 2015 so that the increasing demands of the festive season could be met in time. As per the conditions, sellers can charge a premium for the same-day delivery, and the premium depends on the category of the goods delivered. 
 
"The packing and installation in case of appliances is done by the sellers themselves. With this, we are able to cover a critical category of large appliances that cannot be shipped by traditional warehousing models," Sudhanshu Gupta, VP at Paytm, told <a href="http://economictimes.indiatimes.com/small-biz/startups/online-marketplace-paytm-will-deliver-on-same-day-in-20-cities/articleshow/52968147.cms">ET</a>. 
 
Online marketplaces still find it difficult to handle the delivery and installation of large appliances, because of which it depends on these sellers, or like in the case of Flipkart, they set up a dedicated facility for delivery and installation of large appliances so that customer satisfaction is not compromised with. 
 
<a href="http://www.voicendata.com/wp-content/uploads/2016/05/Paytm.jpg">Image source</a>

Paytm takes same-day delivery to 20 cities

If you are planning to buy a TV before Indo-Pak match tomorrow, make sure you buy it from <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> because the ecommerce company has come up with an offer that ensures delivery and installation of the TV before the match starts. With the pre-GST sale on, most ecommerce companies are offering freebies and discounts on purchase of electronic appliances. According to The <keyword id="6474066" type="COMPANY" weightage="20" keywordseo="economic-times">Economic Times</keyword> news report, the sale on Flipkart, which will go on till June 22 - is offering great deals on a range of appliances across brands like Sony, Samsumg, LG, Panasonic and Micromax. While some customers stand a chance to buy a 40-inch Sony Bravia full HD LED TV for less than Rs 40,000, others can hope to get better deals on 55-inch LG TVs under Rs 78,000. Not just Flipkart, even <keyword id="6357120" type="UNKNOWN" weightage="20" keywordseo="PayTM">Paytm</keyword>'s online marketplace vertical had launched its clearance sale last week where it was offering Rs 20,000 cashback on ACs and TVs. Additionally, <keyword id="6354743" type="COMPANY" weightage="20" keywordseo="Amazon-India">Amazon India</keyword> has also been offering good deals on kitchen appliances including over 30% off on microwaves and discounts on dishwashers and water purifiers.

It’s raining sale on Flipkart, Amazon and Paytm

<img class="gwt-Image" src="/photo/51408275.cms" /> 
There is a reason why most people still don’t order electrical appliances or furniture from online marketplaces, because their installation process takes a long time to begin, which prompts them to buy such equipments from brick and mortar stores offering quick services. 
 This is why <keyword id="1705292" type="UNKNOWN" weightage="100" keywordseo="Indian-e-commerce">Indian e-commerce</keyword> players are increasingly partnering with <keyword id="980564" type="UNKNOWN" weightage="100" keywordseo="on-demand-services">on-demand services</keyword> businesses, so that they can fill the loop and begin the <keyword id="2900363" type="UNKNOWN" weightage="100" keywordseo="after-sales-services">after-sales services</keyword> quickly. 
 
These on-demand services platforms take care of services like installation of large appliances, fitting furniture and repair and maintenance of goods within the warranty period. 
 For example, <keyword id="18635" type="CITY" weightage="100" keywordseo="Amazon">Amazon</keyword> invested Rs 150 crore in services start-up <keyword id="6439410" type="UNKNOWN" weightage="100" keywordseo="Housejoy">Housejoy</keyword>, Alibaba-backed Paytm had acquired Gurgaon-based services marketplace Near, and <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword> acquired a stake in appliances installation service provider <keyword id="2146944" type="COMPANY" weightage="100" keywordseo="Jeeves">Jeeves</keyword>. Similarly, Snapdeal and Quikr are also partnering with such companies. 
 
"While we are also creating partnerships with on-demand players, we believe servicing, installation and post-sales services through brands and their franchisee is the only scalable way to solve the issue of post-sales services," Amit Bagaria, vice president of Paytm, told ET. 
 
<a href="https://www.easyfix.in/images/Ac-Repair_01.png">Image source</a>

Here’s why Indian e-commerce players are partnering with on-demand services platforms

<img class="gwt-Image" src="/photo/49224411.cms" /> 
The festival season is almost here and guess who’s ready for the biggest catch in the ecommerce segment? It’s not the online retailers but the last-mile delivery companies. 
 
So how are the etailers making a difference? To make things move fast, they are shipping directly from the merchant if the buyer is in the same city or region - instead of routing through company fulfilment centres - as well as short-term tie-ups with regional and intra-city logistics players. This also means a rise in short-term job openings in the logistics segment. 
 
Companies such as Snapdeal, Flipkart, Paytm and ShopClues are working on both models, while Amazon recently announced a flex programme with a direct merchant-to-customer shipping option. 
 
"We have tied up with around 12 regional logistics partners who are delivering products across categories including fashion, electronics, appliances, furniture and other home categories. Some of these partners are hyperlocal-specific partners, fulfilling the orders directly from seller to the user," Ashish Chitravanshi, VP - operations, Snapdeal told The Economic Times. 
 
 
Hyperlocal fulfillment and last-mile delivery, including partnerships with national logistics players, are making the festive season busy for small, regional players. 
 
"Ahead of the Big Billion day sale at Flipkart, we are working on a contractual agreement to fulfill last-mile delivery of appliances from the fulfillment centre in the city," said Srinivas Madhavam, founder and CEO of VDeliver, a two-year-old logistics player with operations in Hyderabad and Chennai. 
 
Amazon’s service-partner programme for last-mile delivery, among other resources, uses local distribution networks to reach remote villages. Direct delivery, though, forms only a small part of the business for ecommerce firms. 
 
"Close to 4% of our orders are fulfilled directly by merchants to customers. This is especially relevant in case of products which require installation services, such as appliances," said Radhika Aggarwal, chief marketing officer at ShopClues. 
 
The model is expected to grow, though currently the players are focused on getting the logistics right for this festive season. In order to meincreased demand for delivery personnel, regional players have been building capacity through part-time and temporary staffing.

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PhonePe, Paytm, Myntra reap benefits of IPL advertising, while Zomato scored over Swiggy without an IPL TV ad-Bobble AI report

Eetika Kapoor

Paytm takes same-day delivery to 20 cities

BI India Bureau

It’s raining sale on Flipkart, Amazon and Paytm

BI India Bureau

Here’s why Indian e-commerce players are partnering with on-demand services platforms

BI India Bureau

It’s the last-mile delivery firms that will actually have the lion’s share of the festive season!

BI India Bureau