eCommerce in India - Some Anecdotes: * A camera merchant sold 200 cameras /day with promotions – That’s equal to his one month sale * An apparel merchant got 70,000 fans on Facebook in 4 months * Products worth over Rs . 50,000 being sold with EMI option * Even mangoes are being sold online Therefore,Connect to your customers across all channels – offline, mobile, social, web and Utilise Digital Media to Customer Acquisition.

1. Digital media is influencing consumers & businesses
everywhere
E -commerce for retailers - Why it makes
s ens e?

2. A little bit of backg round
• A decade of e-commerce
• 1000 retailers
• Platform & s olutions
A ty p ic a l le tte r fr o m a r e ta ile r
Should I do e-commerce? Why?
How costly is it? Can I do it?
Is this the right time?
Can you explain how?

3. E-commerce in India – A quick overview
5 years
2005 2010
C hin
17x
a
USD 2 bn USD 33 bn growth
2007 2011 4 years
2015
India
6x
Rs.7,800Cr Rs.47,000Cr growth ???
E-tailing or retailing e-commerce
Electronics Jewellery S hoes Fas hion B ooks Home
Appliances Flowers Mobiles C omputers Toys G ifts
2011
Rs.4,000Cr
Up 6x in 4 years

4. What is driving e-tailing ?
C ons umer C ons umer s ees C apabilities of
confidence value retailers
Technolog y
In a box
B R AND

5. Indian cons umer behaviour overview
E x a m p le c o n s u m e r flo w
In -s to r e
S o c ia l
Omni-
channel
W eb commerce
M o b ile
P ost
R e s e a rc h &
T r ig g e r P u rc h a s e p u rc h a s e
s u g g e s tio n s
s h a r in g

6. Why does it make s ens e for Indian retailers
today?
Over 10C r Internet us ers and 2C r s ocial
networking us ers in India – a real bas e!
Mid-s ized as well as larg e retailers are s eeing
Opportunity s ucces s in India
R etailers and cons umers all acros s India are
Partners offer active in dig ital commerce – Tier 2 & Tier 3
capabilities cities as well
Exis ting offline cus tomers are your s tarting
C ons umers look point – you already s tart with cus tomers !
for you
C ons umers extens ively s earch for retail names
(offline retailers ) when s hopping online
It’s not too
difficult! 3 out of 5 org anized retailers that we talk to are
cons idering dig ital as s erious channels
In US , 90+ out of top 100 online s tores belong
to offline retailers

7. C as e s tudy – A mid-s ized fas hion retailer
• A mid-s ized fas hion retailer with 7 s tores in Hyderabad
• S trong in ethnic fas hion and g ood local brand pres ence
• In-hous e operations team
• S hould we s tart e-commerce and if yes then how?
Expectations on Day 1
My online store should be like the S amsung website
I want to get 1000 orders within 1 month
Expectations on Day 5
B uild an online store that will appeal to my target
audience
B uild a repeatable and scalable model to sell online

8. What they did?
Merchandis
Top s elling Promotions Promote
e
products & offers g ifting
as s ortment
Online s tore – reflect brand, focus on categ ories …
Flexible Link online & Obs erve, plan,
G ood delivery
payment offline s cale, repeat
experience
options
O n lin e le a d s fo r S c a le u p to 2 0
C r e d it/d e b it c a r d s , o fflin e s a le s , c itie s a n d th e n a
S ta r te d w ith 1 0
N e t-b a n k in g , C O D o fflin e p r o m o tio n s to r e fo r U S
c itie s
e tc . o f o n lin e c u s to m e r s …
B udg et for 1 year - R s . 4 0 0 ,0 0 0 + R s . 4 0 fo r s h ip p in g e a c h
p a c k a g e + 2 .5 % p a y m e n t p r o c e s s in g c h a r g e s + 3 % a ffilia te

9. A look at the whole s etup
Web Facebook Phone Walk-ins
Offline promotions are now online promotions too!
Online s tore
Technolog y Payment
Log is tics s upport
platform from proces s ing from
by B luedart
MartJack HDFC B ank
1 retail s tore acting
as fulfillment
center Partner s upport for
In-hous e
des ig n & related
operations team
activities
7 retail s tores

10. Avoiding pitfalls & increas ing the chances of
s ucces s
Plan, focus on cus tomers &
Effectively
S cale Provide Focus on
Provide a rich
acquire new flexibility to cus tomer
experience
cus tomers cons umers s ervice
Manag e your cos ts efficiently
C os t of C os t of C os t of C os t of
Technolog y Advertis ing Operations S upport
R emember – etailing is
retailing
Focus on your Promotions &
K now your B e where the
as s ortment cus tomer
targ et audience cons umer is !
s treng ths eng ag ement

11. S ome s pecific as pects of e-commerce for
brands
“58% of the consumers ranked manufacturers’ website as the most preferred
destination for product and purchase information”
• R ich product experience acros s own, dealers ’ & retailers ’
online s tores
• C omplete product details
• R ich experience with videos , brochures , imag es etc.
• S yndicate content to retailers ’ as well
• C ons umers often s earch for brands – direct to cons umer
online s tores make s ens e
• Allow your dealers & retailers to participate in e-commerce –
connected experience for your cons umers
• Dealer locator is now “S hop now from your nearby dealer”
• C onnect to cons umers acros s channels – offline, mobile,
s ocial, web

12. Partners hips – R eaching a larg er cons umer
bas e
Affiliate channels
XYZ S ervices XYZ.com
R e a c h c o n s u m e rs
w h e r e th e y a lr e a d y
C ons umers a re ! D e a ls fr o m
Your
XYZ News o n lin e
XYZ Media s to r e

13. E-commerce in India - S ome anecdotes
• A camera merchant s old 200 cameras /day with promotions – That’s
equal to his one month s ale
• An apparel merchant g ot 70,000 fans on Facebook in 4 months
• Products worth over R s . 50,000 being s old with EMI option
• E ven mang oes are being s old online
Looking around the world
V illa g e r s in Q in g y a n L iu V illa g e w e r e o n c e a ll fa r m e r s
In 2 0 0 9 , Q in g y a n liu v illa g e r s e a r n e d 1 2 1 m illio n U .S .
d o lla r s fr o m th e ir o n lin e s a le s !

14. Thank you
You too can be s ucces s ful at e-commerce
provided you
Leverag e Are
Play to Plan, s ell,
ready to pres ent
your s cale,
us e acros s
s treng ths repeat…
s olutions channels
anubhav@ereasoning.com