ITV

Tag: E-commerce

  • Myntra Beauty’s Virtual Try on feature drives adoption for leading brands enables 2X jump in conversions

    Myntra Beauty’s Virtual Try on feature drives adoption for leading brands enables 2X jump in conversions

    Mumbai: Myntra continues to record strong demand within the Beauty and Personal Care (BPC) sector, as beauty enthusiasts flank the platform for its assortment of leading homegrown and international brands, compelling value offers and its seamless tech-first end-to-end shopping journey. Riding on this strong demand, the platform has enhanced its Virtual Try-On feature, an offering that leverages Augmented Reality (AR) and Virtual Reality (VR) to personalize and improve the end-to-end shopping journey on the platform, enabling customers to discover and purchase the perfect shade across makeup categories. The feature on Myntra Beauty has enabled a 1.5X jump in consideration and 2X jump in conversion on the Makeup category styles using this feature on the platform.

    The Virtual Try-On feature has now also been extended to Makeup categories like lipstick, blush, eyeliner, eyeshadow, mascara, foundation, Contour, highlighter, and concealers, among others. The cutting-edge feature, working with ModiFace, an enterprise that solves for Augmented Reality (AR) technology in the beauty industry, has 11 Makeup brands live on Myntra with over 3000 styles, which include the likes of Lakme, Maybelline, M.A.C, L’Oreal Paris, NYX Professional Makeup, SUGAR, Faces Canada, Colorbar, among others. Lipsticks and Foundations were the most virtually tried products on Myntra Beauty. Technology also plays an imperative role in Myntra’s Beauty charter to enhance the overall experience with compelling features such as the Assisted selling tools like the AI Skin Analyzer (Skin and Hair) and Product Finder to truly simplify and personalize the shopping journey.  

    With a catalogue of a diverse range of more than 90000 SKUs across more than 1500 sought-after brands, Myntra’s BPC portfolio also includes more than 200 international brands, catering specifically to existing and emerging consumer needs and niches. Some of the popular brands on the platform include NYX Professional Makeup, Victoria’s Secret, Makeup Revolution London, Armani, Bath and Body Works, L’Oreal Paris, Lakme, Maybelline New York, Shiseido, Forest Essentials, M.A.C, and Phillips, among others.  

    Leading brands across the world continue to choose Myntra Beauty as the partner of choice to foray into the Indian market, with the likes of NYX Professional Makeup, Barry M, Jeffree Star Cosmetics, Caudalie, Etude, Benefit Cosmetics, Freeman, Paco Rabbane, Juice Beauty, Carolina Herrera, and Neal’s Yard Remedies having already impactfully reached Indian consumers via cohesive associations with the platform. Some of the recently on boarded brands include Victoria’s Secret, Farmacy, Olaplex, Sebastian Professional, among others. With D2C brands steadily gaining mindshare with beauty aficionados, Myntra Beauty has also enabled new age consumer brands in their growth journey, with brands like Plum, Foxtale, Villain, Minimalist, Renee, Arata, Sunscoop, Chemist at play, The Derma Co., MyGlamm, MARS and Re’equil, growing upwards of 80 per cent YoY on Myntra Beauty.

    Over the last year, Myntra Beauty has also witnessed a notable surge in men’s beauty and personal care purchases, particularly in self-skincare, acne and pimple care, hair removal spray, ingredients-led products like serum, face wash, and body wash, as well as foundation and concealer, with sheet masks for hydration and glowing skin also gaining popularity. Through the year, Myntra Beauty witnessed a 200 per cent YoY growth in men buying skincare products. As one of the few shopping destinations that has a healthy rate of fashion-forward, metrosexual male shoppers that flank the platform, Myntra observed men’s grooming trends such as a focus on hair removal and personal hygiene, a growing interest in skin minimalism, and an increasing popularity of DIY face masks, among others.

    Myntra Beauty has witnessed a 4X growth in selection in the last three years, with the platform constantly looking to strengthen its position as one of the go-to destinations for beauty, skincare, and personal care in the country, encouraging customers to ‘find their own beauty’. Emerging as one of the key players in India’s burgeoning beauty market, Myntra Beauty grew a whopping 3X of the market in 2023, with a high repeat rate on the platform. 

  • Nykaa announces Q2FY24 results

    Nykaa announces Q2FY24 results

    Mumbai: Nykaa has announced its financial results for the quarter ended September 2023 on 6 November. The company reported a net profit of Rs 7.8 crore for the quarter under review,  a 50 per cent rise from the year-ago period. Nykaa reported a net profit of Rs 5.42 crore in the June quarter.

    The growth was driven by the e-commerce’s beauty and personal care (BPC) business.

    Revenue from operations climbed 22 per cent to Rs 1,507 crore for the quarter under review, from Rs 1,230.82 crore a year ago. Nykaa noted that the revenue rose in the quarter despite the delay in the festive season as compared to the previous year.

    Nykaa noted that the physical retail business continued to expand post-COVID on the back of 13 new stores launched in the quarter, taking the total number of stores to 165 as of 30 September 2023. The retail business now constitutes 8 per cent of the overall beauty and personal care gross merchandise value. Nykaa’s brands in beauty experienced Net Sales Value growth of close to 21 per cent year-on-year.

    Nykaa also reported that the consolidated revenue from operations from its fashion business stood at Rs 130.5 crore in Q2FY24, marking an on-year growth of 28 per cent.

    The shares of the company also ended 5 per cent higher on 6 November, ahead of the announcement of its quarterly numbers.

  • Meesho partners with ONDC to democratise internet commerce

    Meesho partners with ONDC to democratise internet commerce

    Mumbai: E-commerce company Meesho on Wednesday announced its integration with Open Network for Digital Commerce (ONDC) to help connect buyers with hyperlocal sellers and support India’s vision of creating an inclusive e-commerce ecosystem.

    In line with Meesho’s mission to democratise internet commerce for everyone, the integration will fuel the discoverability of products for consumers while creating a wider market for hyperlocal suppliers. The pilot will first be launched in Bangalore and gradually rolled out in other locations over the coming months.

    With 80 per cent of Meesho’s 14 crore annual transacting customers coming from tier-two+ cities, the company has been instrumental in boosting access for underserved users across the country.  More than eight lakh sellers are currently registered on the platform, of which 40 per cent are from tier two cities and beyond. Meesho has always focused on making e-commerce more inclusive and the integration with ONDC will amplify the company’s efforts in that direction.

    Meesho founder and CEO Vidit Aatrey said, “With a shared goal to empower small sellers and give a fillip to hyperlocal businesses, the integration will boost our efforts to democratise internet commerce for everyone. ONDC will also play an important role in expanding India’s e-commerce sector by bringing more consumers online. We have been working closely with ONDC to ensure that the integration is smooth and the user experience remains seamless.”

    ONDC chief executive officer T Koshy commented, “At ONDC, our aim is to create an open e-commerce ecosystem that caters to one and all. We are pleased to onboard Meesho, as its deep capabilities in small towns will set the network flywheel in motion and take ONDC closer to our goals. E-commerce is still small in India, and new-age platforms like Meesho will be strong network participants for ONDC in this journey.”

  • Gauri Khan Designs partners with Tata CLiQ Luxury to foray into e-commerce

    Gauri Khan Designs partners with Tata CLiQ Luxury to foray into e-commerce

    Mumbai: Gauri Khan has partnered with Tata CLiQ Luxury to launch her brand, Gauri Khan Designs, in the e-commerce space.

    With this launch, consumers can now shop Gauri Khan’s favourite designs on Tata CLiQ Luxury to elevate their homes and office spaces.

    GKD’s flagship Mumbai store houses a variety of curated pieces across categories. To expand its reach further and make her designs and creations available to a larger audience, the brand has forayed into the e-commerce space for the first time with its launch on Tata CLiQ Luxury.

    The platform will offer easy access to an extensive selection of Gauri Khan Designs soft furnishings and accessories, including rugs, cushions, bed linens, trays, breakfast trays, glassware, cheese platters, artwork, coasters, small sculptures, candle holders, table lamps, side tables, trolleys, and pouffes, among others. In addition, consumers can also shop from a range of marble accessories, which include cheese platters, planters, candle stands, artifacts, and more.

    Commenting on the launch, Tata CLiQ Luxury business head Gitanjali Saxena said, “At Tata CLiQ Luxury, we are constantly focused on offering the best of luxury products and brands across categories to consumers. Our existing home category on the platform includes a wide range of products, from décor to serveware and more. As we strive to expand and strengthen our home category, we are thrilled to exclusively launch Gauri Khan Designs on our platform. A coveted interior designer, Gauri Khan has carved a niche for herself in the realm of interior designing, and her creations are known for their exquisite design aesthetics. We are delighted to offer our discerning customers across the country an opportunity to shop from a thoughtfully curated selection of products across a wide assortment of soft furnishings and accessories to artistically transform their spaces.”

    Speaking about this partnership, interior designer and producer Khan said, “I am elated to share that Gauri Khan Designs has found a new home at Tata CLiQ Luxury. At Gauri Khan Designs, we are constantly innovating and curating designs and products that will appeal to the consumer’s sense of evolving aesthetics. Tata CLiQ Luxury is India’s leading luxury lifestyle platform that offers customers an engaging and elevated online shopping experience. Through this partnership, Gauri Khan Designs will now be able to reach and be accessible to consumers across the country who are looking at revamping their spaces. We look forward to a fruitful partnership.”

  • ‘Weekend Unwind’ with: Vajra Global Consulting Services CEO Ganapathy Sankarabaaham

    ‘Weekend Unwind’ with: Vajra Global Consulting Services CEO Ganapathy Sankarabaaham

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind — a series of informal chats that peek into the minds of corporate executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session we have digital marketing company Vajra Global Consulting Services CEO Ganapathy Sankarabaaham opening up the windows to his thoughts.

    As CEO of an award-winning digital marketing agency, his vision is simple: to create a unique digital-led marketing strategy to help clients’ businesses grow profitably, meet their goals, and win in the market.

    Ganapathy’s strengths include the ability to quickly understand a business and its goals, to draw up a big-picture growth strategy, and a digital-led execution approach.

    At his firm, he has a robust programme management framework that easily captures business objectives and maps them to measurable outcomes.

    He takes pride in visualising, creating and delivering digital transformation and marketing programmes successfully for both B2B and B2C clients.

    Vajra Global, we specialise in working with technology, e-commerce, healthcare, and event companies. A collaborative, customer-first principle guided by ethics, transparency, and respect for every human being sums up Vajra’s motto.

    So without further ado, here it goes…

         Your mantra for life

     Dream big. Never give up!

        A book you are currently reading/plan to read

    “Visionary thinking” by Ashish Jaiswal.

        Your fitness mantra, especially during the pandemic

     Stay strong, stay positive. This too shall pass.

        Your comfort food

     Rasam rice.

        When the chips are down a quote/ philosophy that keeps you going

    When the going gets tough, the tough gets going! (or) when life gives you lemons, make lemonade.

        Your guilty pleasure

     Ice cream.

        When was the last time you tried something new?

    Today.

        A life lesson you learnt the hard way

    It’s in the details.

         What gets you excited about life?

     Challenges, ideas, discovery, people, and growth.

        What’s on top of your bucket list?

     A trip to Norway.

         If you could give one piece of advice to your younger self, what would it be?

    Enjoy the journey!

         One thing you would most like to change about the world

    Supercharge positivity, self-belief and compassion.

        An activity that keeps you motivated/charged during tough times

    Running.

        What lifts your spirits when life gets you down?

    Right intentions and efforts always deliver the right results in time.

        Your go-to stress buster

    Sleep.

  • GUEST ARTICLE: Myths vs Reality: Are consumers really getting more discounts during the holiday season’s online sales?

    GUEST ARTICLE: Myths vs Reality: Are consumers really getting more discounts during the holiday season’s online sales?

    Mumbai: Are you ready to go on a shopping spree, or already done with one? Exhilarating discounts are unleashing the shopaholic personalities residing within each one of us. On the contrary, there is a possibility that non-shoppers have succumbed to the marketing blitzkrieg as well.

    Let us take a moment to look closely at the entire “festive season sale” hoo-ha from the standpoint of brands and consumers.

    With the culmination of the first round of holiday and festive e-commerce sales, online platforms recorded a nearly 5.4X spike in daily sales overall. A 3X boost in e-commerce shipment volumes was also witnessed during the sale period compared to days when business as usual prevailed.

    Do brands really indulge in deeper discounting during the festive season, or is it just another hoax? An Ace Turtle report suggests the average selling price of products on e-commerce websites drops by a mere 17 per cent during the sale period compared to the non-festive season.

    Grant Thornton Bharat national sector leader of consumer and retail Naveen Malpani said that e-commerce portals have witnessed sale amounts nearing three billion dollars (Rs 24,500 crore) in the initial four days of the festive sale, accounting for about 60 per cent of the anticipated GMV (gross merchandise value, a measure of total sales) for the first festive sale and pushing the overall daily GMV to about 5.4X.

    The consumer perspective

    While consumers get a chance to obtain hands-on products from top brands and the latest fashion at a lower price, many e-commerce apps offer a bundled package to avail such discounts, so consumers end up spending more than their budget.

    Moreover, multiple offers have time constraints attached to them, which means you might get a discount of 20 per cent in the daytime, but the same product can be bought for 50 per cent during late hours. This is nothing short of an opportunity lost. It’s imperative to know the discount percentage pre and post the sales start. You might be buying products at the same discount even in sales too.

    For instance, a report by Ace Turtle suggests that the average discount on normal days is 47 per cent, which marginally increases to 50 per cent during the sale period. Thus, it might be a myth that brands engage in hefty discounting during festivities or holiday sales compared to non-sale periods.

    Several e-commerce platforms launch sales events at the same time. Comparison among these apps is the key to clinching the best offer in a world where the customer is always spoilt for choice.

    What’s in for brands/e-comm companies?

    It helps e-commerce companies build an emotional connection with existing and potential consumers as the sales are now aligned with big festivals or events like Diwali, Holi, Christmas, or New Year.

    Brands can structure their narratives bearing in mind consumer behaviour during festivals. Also, brands should reach out to consumers well in advance before the festive season and not when it is at its peak.

    Demographic-based marketing during specific festivals can help with new customer acquisitions, primarily from tier-II and III towns and cities. E-comm companies bridge the gaps between existing and newly launched brands and these consumers. Customised offerings and personalisation help gain loyal customers and retain them for a longer time. Moreover, holiday sales help in clearing their old stocks and generating a substantial-top line with slightly lower margins.

    Conclusion  

    The holiday/festival season can benefit consumers, provided they act smart and do proper research before making a final purchase.

    It’s a win-win situation for both the brands and e-commerce sites as it helps in clearing their stocks while acquiring new users from remote areas, thanks to the deeper internet penetration in tier-III towns. A report by India’s retail and e-commerce trends highlighted that India’s e-commerce growth in FY22 was driven by consumers from tier-II and tier-III cities. Moreover, the growth was majorly attributable to the D2C (direct-to-consumer) segment.

    The author of this article is AdCounty Media global mobile business head Kumar Saurav.

  • Global e-commerce to make up 19% of retail sales in 2022, to grow upto 25% by 2027: GroupM report

    Global e-commerce to make up 19% of retail sales in 2022, to grow upto 25% by 2027: GroupM report

    Mumbai: Today, e-commerce, after a surge of investment and adoption during the pandemic, is finding its place in a world where in-person activities are resuming. GroupM has released its e-commerce and retail media forecast that details the socioeconomic factors contributing to the state of this space. According to the study, the e-commerce industry will generate $101 billion in annual revenue this year, a 15 per cent increase over 2021. This, even as pandemic-related lockdowns in China and supply chain bottlenecks there and in war-torn Ukraine have contributed to a drag on growth in the first half of 2022.

    The report has been penned down by GroupM’s global director of business intelligence Kate Scott-Dawkins. The study estimates global e-commerce to make up 19 per cent of global retail sales in 2022, growing to 25 per cent by 2027. Global retail media is likely to reach $101 billion in 2022 and will surpass $160 billion in annual revenue in five years’ time. In 2021, retail media ad revenue represented 18 per cent of global digital advertising revenue and 11 per cent of total global ad revenue.

    According to the report, 20 of the top global e-commerce companies accounted for 67 per cent of e-commerce sales in 2021. Global e-commerce sales of $5.4 trillion are estimated for this year. Of this figure, China and the US alone is expected to make up 52 per cent. Nearly 61 per cent of the total, $3.3 trillion, can be attributed to only seven markets: the US, China, Japan, Germany, the UK, Canada and Australia.

    The top countries’ e-commerce figures are China – with an estimated e-commerce market growth in 2022 of 5.6 per cent, slower than last year’s growth of 10 per cent; and the US, with an estimated e-commerce market growth in 2022 of 25 per cent. Among the major global markets highlighted in this report, only three are forecast to see 10 per cent or lower e-commerce penetration in 2022: Australia, Japan, and Canada.

    By 2027, the report estimates e-commerce sales will reach $9.1 trillion. This figure includes sales of autos and auto-parts, as well as gasoline, but excludes food services or catering sales to produce like-for-like comparisons across all tracked markets.

    There is no doubt that the pandemic lifted the fortunes of any e-commerce retailer already established or ready to invest in becoming established during the first year of the pandemic. Unsurprisingly, Chinese retailers make up three of the top five retailers by global e-commerce gross merchandise value (GMV), with Amazon and eBay rounding out the other two spots (though Shopify would replace eBay at number five if included). Alibaba is the undisputed leader, with more than double the e-commerce GMV of Amazon. Alibaba has dominated the mobile commerce and payments ecosystem with Alipay (along with Tencent competitor WeChat), and certainly benefited from heavy adoption of mobile shopping during the COVID-19 outbreaks in China in 2020 and the spring of 2022.

    Concurrently, global advertising revenue increased by 24 per cent in 2021, which is even more remarkable given that the figure in 2020 was only a two per cent decrease.

    Read the full report here.

  • Myntra launches festive campaign featuring Ranbir Kapoor & Kiara Advani

    Myntra launches festive campaign featuring Ranbir Kapoor & Kiara Advani

    New Delhi: Myntra has rolled out ‘Big Fashion Festival’ campaign for the upcoming festive season. The mega marketing campaign features Bollywood celebrities Ranbir Kapoor and Kiara Advani. 

    Poised to leverage Myntra’s position as India’s fashion expert, the campaign will be amplified across television, digital and social media platforms. 

    The campaign, with a tagline, “Myntra big fashion festival. India’s biggest fashion dhamaka. Don’t waste time,” aptly communicates the scale of the event, positioning it as the go-to destination for every fashion need this festive season, while also apprising shoppers of Myntra’s value offerings as part of the mega event. 

    The concept of the campaign is to take a dig at celeb culture and bring out the bigness of the event, where even the biggest celebs can’t help themselves but to get in on the action, without wasting any time. It is an event so big that everything else seems smaller, including the celebs themselves!

    In this new marketing campaign, Kiara appeals as a fashion trendsetter and Ranbir’s cool demeanor are poised to accelerate conversations around Myntra’s apparel segments. They will play a pivotal role in connecting one of India’s leading fashion, beauty and lifestyle platforms with millions of new and existing fashion-forward consumers. 

    The 30-second ad film is currently live across multiple leading TV channels, social and digital platforms. The campaign aims to amplify recall for Myntra, which is already synonymous with fashion, beauty and lifestyle, during the upcoming festive shopping period. 

    As a part of Myntra’s multi-channel activation, among the most popular and most loved national celebrities, fashion and lifestyle influencers will form an important network of proponents for Myntra’s Big Fashion Festival (BFF). They will engage with a very large fan base across the country and highlight Myntra’s proposition of biggest brands, styles, products and offers to reach every part of the country and demography, with the central message of the campaign that urges shoppers to look nowhere but Myntra for all their festive fashion needs. 

    Speaking about his association with Myntra, Ranbir Kapoor said, “I am excited to be part of Myntra’s festive campaign this year. Fashion plays an important role during festivities and it’s that time of the year when we all refresh our wardrobes. Unarguably, Myntra’s wide collection of styles during the Big Fashion Festival will make customers swoon over.”

    Speaking about her festive campaign, Kiara Advani said, “My festive campaign with Myntra this year is all about the excitement we share while getting ready to shop during the festive period. My association with Myntra , over the last two years, has made me connect with the youth of the country through my love for fashion.”

    Sharing his thoughts on the launch of the campaign, Myntra CEO Nandita Sinha said, “The Big Fashion Festival brings families and loved ones together, with fashion playing a pivotal role in the festivities. This year’s marketing campaign is to highlight the magnanimity of the Big Fashion Festival, showcasing that no reason is bigger for the attention of people across the nation, not even the much-loved celebrities, than this event itself for the festivity. With this campaign, we aim to penetrate our reach to every nook and corner of the country and strike a chord with the fanbase of much beloved superstars Ranbir Kapoor and Kiara Advani.

  • Meesho to strengthen its presence in the regional markets

    Meesho to strengthen its presence in the regional markets

    Mumbai: The fastest growing internet commerce platform, Meesho, has announced the addition of eight new vernacular languages to its platform in line with its mission to democratise internet commerce for everyone.

    The move comes just ahead of the festive season, when millions of users from all corners of the country are expected to transact on the platform.

    These additional languages are Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam, and Odia. Meesho customers can now select their preferred language for accessing account and product information, placing and tracking orders, and making payments on Android phones.

    To ensure an accurate and authentic experience in these new languages, Meesho derived key insights from user research and worked closely with expert linguists. The team chose commonly used words over full translation to mirror everyday language and make the shopping experience seamless. For example, the literal translation for the word “required” in Hindi is “anivarya,” but “zaroori” is more widely understood. In total, around 33,000 English words were translated into each of these eight languages.

    Last year, Meesho introduced Hindi as a language option on the platform, which has seen a high adoption rate of 20 per cent so far.

    The majority of Meesho customers come from tier 2+ cities like Ahmedabad, Vadodara, and Jamshedpur and non-Hindi-speaking states, where English or Hindi may not always be the language of choice. Hence, this latest initiative will boost Meesho’s adoption in these areas and further simplify the online shopping experience for millions of customers.

    Speaking on of the development, Meesho founder and CTO Sanjeev Barnwal said, “It is important to note that 50 per cent of our users are new to e-commerce and have probably never transacted on such platforms before. By introducing vernacular languages on the platform, Meesho aims to eliminate language barriers. This is a natural step in our journey to becoming the single shopping destination for the next billion users in India. Our teams have worked tirelessly behind the scenes to ensure that the platform is 100 per cent accurate and relevant in all these 8 vernacular languages.”

  • GUEST ARTICLE: Four mistakes Indian brands make with promo codes

    GUEST ARTICLE: Four mistakes Indian brands make with promo codes

    Mumbai: Promo codes—the backbone of partner marketing—are highly powerful marketing tools. When used correctly, they have the potential to attract new customers while also rewarding existing ones for their loyalty. Many brands understand this—according to Coupon WhiteLabel, a company that creates coupon pages for hundreds of companies around the world and drives traffic to them, the number of promo code online-purchases in India in the first half of 2022 increased by more than 40 per cent.

    Even so, many brands still don’t know how to properly work with promo codes. Analysing their customer data, Coupon WhiteLabel came up with a list of the most common mistakes brands make when using promo codes—and how to avoid them.

    Mistake #1: Treating promo codes as a last minute solution

    Promo codes can provide a great last minute boost to sales for brands that want to clear excess stock. But to be truly effective, promo codes need to be integrated into a brand’s entire sales and communication strategy.

    Promo codes are a vital part of a healthy sales strategy, mostly because they offer real incentives to the customer right at the end of the decision journey. But when used correctly as part of a comprehensive plan, they can variously deliver new customers, help launch new products, boost sales during a slump, or increase visibility during a peak sales season.

    Mistake #2: Assuming that promo codes work fine on their own

    It’s clear that promo codes can help increase sales, but they are not miracle workers. Unless your brand is offering truly massive discounts, promo codes are most effective when they can be contextualised within a customer’s life. By connecting your brand (and the promo code’s discount) to a holiday, seasonal event, or trend, you can improve your brand’s emotional connection with the customer.

    Brands should be continuously analysing their customers’ reasons for purchase: why do people buy our product? What are there holidays, seasonal events, or trends that tie in well with my product? In a normal year, there are thousands of events that can amplify the power of a promo code. From New Year’s resolutions to spring springing, graduation season, festival season, wedding season, back-to-school season, autumn (pumpkin spice latte anyone? ), and the holidays, brands should create a calendar of events that correspond to their product offering and consider how these times can fit into their overall message.

    Mistake #3: Disregarding deal hunters

    An estimated 35 per cent of customers use coupons that the brand did not give them directly, instead using promo codes they found by searching on the internet on third-party platforms and websites. This represents a certain loss of control for you—a third of your customers are at risk of finding a better deal elsewhere, being frustrated by expired promo codes, or something else that results in a bad experience.

    How can you reconnect those customers with your brand? Coupon WhiteLabel’s data shows that additional coupon sites launched by the service in collaboration with brands help bring most of these customers back under the control of the brand. This allows the brand to better manage the customer experience and focus their attention back on the desired products.

    Mistake #4: Prioritising a short-term sales boost over building long-term loyalty

    Promo codes are a tried-and-true way to boost sales by taking a bit of a hit to your margins. But if you take the time to foster an emotional, long-term connection with the customer, you can reap the lasting benefits of customer loyalty.

    Instead of just looking at promo codes as a way to trade a bit of your profit margins in exchange for a sales boost, you can instead consider promo codes as a way of building rapport with the customer. Offering special promo codes for different groups can help make your customers feel like they’re important to you. Take a look at your customer demographics and consider offering tailor-made promo codes to different groups within your customer base—this can be especially effective when targeting lower-income groups like college students, public servants, or senior citizens. That being said, high-income groups also love a good discount, so don’t leave them out—instead, consider linking the discount to a larger cart size.

    In each of these cases, the promo code will be most effective when combined with a clear and well-planned communication campaign aimed at the group(s) you’re targeting.

    Why promo codes are right for your Indian business

    When used correctly, promo codes are a great way to incentivise conversion. As ecommerce booms in the wake of the pandemic, brands in India and beyond should take a thoughtful look at their online strategy and ask themselves how they can get the most out of their promo codes.

    The author of the article is Admitad India country manager Neha Kulwal.