Source: Alexa. com
Launch of the“ Try & Buy” campaign by Myntra. com
Figure 1- Estimated percentage of global page views on myntra. com and jabong. com
From the above figure we see that the daily page views of Myntra. com increased after the launch of the campaign while that Jabong. com came down rapidly. In the past 3 months, daily page views of myntra. com has increased
6
14.8 % while that of jabong. com has come down by
7
11.37 %.
1.4 ZOVI. COM
Zovi. com, a popular online shopping website in India, currently sells formal & casual shirts, pants, belts, shoes, laptop bags, ladies handbags, jeans, footwear, watches, fashion jewellery, trousers, jackets etc, was launched in July 2011. It sells in-house designed labels. The biggest challenge for Zovi is to differentiate itself from a dime-adozen me-too brands that have cluttered the online space over the last few months.
In one personal survey, which had 232 responses, the respondents were asked, how important was the concern that one could not physically examine the products you purchase online. 86 of the respondents said that is a very important concern while an equal number said it was somewhat a major concern. Only 10 respondents said that it was absolutely unimportant.
Keeping this in mind, they were asked how important a 3D virtual showroom would address the concern of lack of physical evidence of the product being purchased. Exhibit 3 summarizes the result.
Exhibit 3
Response to the importance of 3D virtual showroom by online retailer
45 40 35 30 25 20 15 10 5 0
20
40
19 17
Very Important |
Important |
Neutral |
Unimportant |
Absolutely |
|
|
|
|
Unimportant |
4
As we can see from the results, 60 % of the 232 respondents believed that it was a great idea. Zovi. com did exactly that and the results are evident from the daily page views. There has been a growth of 13.5 % in the last 3 months in page views after the launch of the campaign. The virtual trial room has worked well for Zovi. Monappa Nanlyanda, Zovi ' s marketing head said, " There has been a jump of over 25 % in conversion rates since we launched the virtual trial room,"
1.5 SHOPPER ' S STOP
Shoppers Stop is an Indian departmental store chain promoted by the K Raheja Corp Group( Chandru L Raheja Group), started in the year 1991 with its first store
8
in Andheri, Mumbai. In 2011, it had 53 stores across India. It sells a variety of clothing and other accessories.
In order to leverage the growing online retail space, it launched its e-store with delivery across major cities in India in 2008. The website retails all the products available at Shoppers Stop stores, including apparel. Figure- 2 shows the steady increase in the online portal of the store.
Online jewellery retailer CaratLane, which opened its first offline store in Delhi in April this year, explains that an offline presence helps in building a stronger personal relationship with consumers by giving a human face to
1 the brand.
Source: Alexa. com
Figure 2- Estimated percentage of global page views on ShoppersStop. com
Indian consumers, in an in-person purchase from a brickand-mortar shop, have the liberty to return the product if unsatisfied with its performance, or in case of apparels, its fittings. Although many of the retailers have product return policy, there is yet to be an innovation in this regards, like cash-on-delivery, which enhances the online shopping ' s post purchase and product returns experience of the customers. A primary research was conducted in order to delve into the psyche of the Indian consumers and find a marketable consumer insight which can help online retailers enhance the post purchase experience of the customer.( See Section 2.0)
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