Winning the Indian
Festive Shopper
2019

Introducing the Speakers
Achint Setia
VP, Marketing
Achint looks after Myntra’s Digital Marketing,
Branded Content, Loyalty Program and Marketing
Strategy & Analytics. He has a rich experience across
E-Commerce, Media, Management Consulting, and
Software Development.

Introducing the Speakers
Vasuta Agarwal
VP and MD, Asia Pacific
Vasuta manages the P&L, Revenue, Strategic Partnerships,
and Business Functions for the APAC markets. She has been
with InMobi for 6+ years and has worn many hats in her time
there from Founders strategy team to product manager to
business roles.

Agenda
● 2019 Festive Season - Trends and
Opportunity
● The Connected Consumer and their
Shopping Journey
● Building a Frictionless Consumer
Experience
● Q&A

The 2019 Festive Season
Trends and Opportunity

45% 39% 17%
I will spend same as
last year
I will spend more
than last year
I am yet to decide
Spending Pattern This Festive Season
84% will spend same or more than they did last year!
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. How do you expect your festive season spending to change this year compared to last year?

Indians Will spend INR 15,000 on average this festive season
Less than Rs
10,000
Between Rs 10,000
To Rs 25,000
Between Rs 25,000
To Rs 50,000
Between Rs 50,000
To Rs 1,000,,000
More than 1,000,000
2018
2019
Festive Spending, 2019 vs. 2018
53% 58% 27% 25% 8% 8% 5% 4% 7% 4%
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. How much do you expect to spend in total on festive shopping (Diwali, Dussehra, Christmas etc) this year?

Apparel, Jewellery and
Home Appliances rule
the shopping list
Top Shopping Categories
This Festive Season
56%
Clothing & Apparel
21%
Jewellery
20%
Home Appliances
18%
Food & Groceries
15%
Gadgets
12%
Gift Packs
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. Which categories are you planning to spend the most on this festive season?

North
● Clothing and Apparel
● Home Appliances
South
● Clothing and Apparel
● Jewellery
East
● Clothing and Apparel
● Food and Groceries
West
● Clothing and Apparel
● Home Appliances
Different Regions Shop
Differently
While Apparel remains the favorite
category across the nation, preferences
vary from jewelry to appliances to
groceries in different regions.
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. Which categories are you planning to spend the most on this festive season?

49% 28% 24%
Better Prices Exclusive Deals and
Offers
Greater Selection
Reasons for trying new brands
Prices and Discounts are Top of Mind
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. What would it take to try out a new brand this festive season?

will use their smartphones
throughout their shopping
journey this Festive Season
1 / 3
Indians
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. Where do you learn about festive season sales and offers?
/ Which channel do you use to research or explore for festive
season shopping?
/ Which channel are you more likely to make a purchase this
festive season?

What are consumers using the smartphone for, this festive
season?
Researching Product
Information
Checking Prices and
Reviews
Getting Store
Locations
Discount / Deal
Hunting
Making their Final
Purchase
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. How do you plan to use mobile this festive season?

The Planned vs Impulse Shopping Divide among
Connected Consumers
Undecided
Planned to buy a particular category
but undecided on product
Completely unplanned
Decided on the product
25%
25%
18%
32%
43% of Festive Shoppers
have not made definitive
plans leaving marketers with
a golden opportunity
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. How do you plan to approach this year’s festive season spending?

Planning Peaks a Month before Dussehra and Diwali
Over 60% of Indians start planning for festive shopping before Dussehra
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. When do you expect to start planning your shopping for this year?
29% 23% 9% 16% 9%
Dussehra Diwali Christmas
Starting
August
Starting
September
Two Weeks
Before Dussehra
Three Weeks
Before Diwali
Just Before
Diwali
One Month Before
Christmas
16%

Understanding the Festive Shopper Journey
The Connected Indian Consumer

Understanding the Connected Indian Consumer
● Multi-device, Multi-screening
● Mobile-native
● Nonlinear Shopping Journey

Diwali Christmas
Starting
August
Starting
September
Two Weeks
Before Dussehra
Three Weeks
Before Diwali
Just Before
Diwali
The 3 stages of the festive shopping journey
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. When do you expect to start planning your shopping for this year?
Learning and Exploring Stage Buying Stage
One Month Before
Christmas
Dussehra
17

The Festive Shopper’s Frictions In Store
Learn Explore Buy
● Limited knowledge
of sales staff
● Lack of better deals
and offers
● Omnichannel
experience not
offered
● Not enough
ratings/reviews
● Limited comparable
options
● Product
Unavailability
● Limited Discounts
● Limited Payment
Options
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. What are the biggest issues you face when shopping in a physical store for the festive season?

The Festive Shopper’s Frictions on Mobile
Learn Explore Buy
● Lack / Overload of
Product
Information
● Lack of
Communication in
Vernacular
Languages
● Not enough
ratings/reviews
● Lack of ease of
product
discoverability
● Lack of trial options
● Product differs
from online to
offline
● Poor after-sales
service (delivery,
installation etc.)
● Transaction Delay
Source: InMobi Festive Season Consumer Survey, India, 2019
Q. What are the biggest issues you face when shopping on mobile for the festive season?

Mobile Intelligence ● Transparent ● Always On ● Integrated
Powered by
Understand
&
Identify
Engage
&
Acquire
Building a Frictionless Festive Experience

Manyavar leverages mobile to deliver a connected brand
experience to consumers
Challenge:
• Lack of interactive, dynamic (real-time) and customised brand
communications
• Inability to measure impact on key metrics such as in-store footfall
Objective:
Drive footfall to its stores in Delhi and Kolkata through a connected
and consistent brand communication across media channels
• Increase effectiveness of its hyperlocal (offline) campaigns by
integrating offline (OOH) and online (mobile) communications
• Increase brand recall among consumers already exposed to OOH
ads
• Leverage mobile signals to measure uplift in in-store footfall
Solution:
Manyavar planned to
• Drive a unique and innovative “cross-media” advertising strategy
• Use key mobile signals, especially location, to drive efficiency and
effectiveness
21

Understand and Identify your consumers with always-on insights
22
Frequent Mall
or High-street
Visitors
News, Gaming
and
Entertainment
App Users
Fashion or
Shopping
Enthusiasts
Leverage location signals to build and manage
dynamic user cohorts:
• Users in the vicinity of Manyavar OOH ad boards
• Users who were earlier exposed to a Manyavar OOH
ad
• And, users who are in the vicinity of Manyavar stores
Mobile-
savvy

Engage and Acquire consumers using mobile
23
● Engaged the dynamic cohorts in an in-app
advertising environment at the right time and
drove them to the nearest retail store
● Established the uplift on in-store footfall due to
the connected experience.
Mobile
audiences
OOH
audiences
2+ Million
Unique Users
2X higher
engagement
5-10%
increase in
footfall
Results:

Winning the Connected Indian Consumer
Context-led Shopper Engagement - The Myntra Way

• Consumer time share heavily
influenced by IPL across screens
• Overall brands spending on a high
raising competitive pressures
• Fashion a core element of
entertainment in IPL
• 61% of consumer’s buying decision is
influenced by custom content
• 80% of people appreciate learning
about a company through content
• 62% less expensive than traditional
marketing
Solution Inspirations:
Drive user repeats on Myntra app during the 50 day cricket frenzy season of IPL
Problem Statement:

The Cricket Season Campaign
THE FANS THE FASHIONSTAS THE CONTENT BUFFS
Consumer
Celebrating biggest
fans & their fashion
Style game changers of
cricket: Mandira & Mayanti
4 part comic series on IPL
teams fandom &
relationships
Interviews and BTS with top
cricketers –Tendulkar,
Clarke
Content

The Cricket Season Campaign – TRUE COLORS

“Fashion Your Sport” campaign creative
EXPLORE

Deep integrations with the Myntra Store

Impact of context-led
consumer engagement
35 Million
Video views
2X higher
CTRs of store banners
15% increase
In monthly traffic

Thank You