Session1:

DECODINGE-COMMERCE

THE ‘ABC' OF E-COMMERCE

E-COMMERCE AND E-TAILING

E-COMMERCE

ElectronicBuying and Selling of Products, Services and Data

E-TAILING

Electronic Buying and Selling of Products online through virtual storefronts (online websites with catalogues) directly to the consumer

EVOLUTION OF E-TAILING IN INDIA

• Seller-biased• Catering to NRIs• Focus on tech &

transactions

Rediff, Indiatimes, IndiaPlaza

• Marketplace 1.0• Enabling every

consumer to be a seller; just an interface

• Unused product sale

Ebay

• Flipkart Model• “Own the

inventory”• Greater control

over value chain• COD

Flipkart

• Other models emerge-Deal sites, Private label, marketplaces

• Widespread Seed Funding

F&Y, 99labels, Zovi, Freecultr,

Jabong

• Emphasis on service and user experience

• Marketplace 2.0• FDI effect• Consolidations

Amazon India

WHAT DO THE NUMBERS SAY?

Per capita income: 12% increase between 2008-2011 to $1500, estimated to be $2300 by 2016

Internet penetration: Internet users in India expected to increase from 125 million in 2011 to 330 million in 2016. Highest penetration among 18-24 age-group

14% of total internet users are online shoppers, expected to increase at a rate of 35% over the next 4 years

Revenue per online shopper (ARPU) will grow at a similar rate

By 2015, e-tailing will catch up with online travel

In 2012, E-tailing grew around 139%

WHAT’S HOT ON E-COMMERCE?

WHO IS SHOPPING ONLINE?

MARS OR VENUS?

WHY ARE PEOPLE SHOPPING ONLINE?

THE ‘VIRAL’ EFFECT

E-TAILING MODELS

Platform for direct interaction between vendor/seller and buyer

Marketplace

• Sourcing and selling different brands

• Inventory-holding/consignment

Multi-Brand E-tail

Third party manufacturing or white-labelling and selling products under your own brand name on your own platform

Private Label

Perpetual Sale -Heavy discounts for very limited

periods on different brands

Flash Deal

A BIT ABOUT US

SHOPIMAGINE.IN : WHO ARE WE?

Promoted by experienced California-based women entrepreneurs, Hina Saiya & Tanaaz Baldawaala, ShopImagine.in is an online fashion boutique focusing on fulfilling emerging fashion aspirations of urban Indian women

ShopImagine.in is a pioneer in the online fashion space in India being the first in India to have introduced Online Lingerie Shopping (2008), largest online collection of Luxury French lingerie (2012), Indian Wedding Lingerie (2013) and Online Boutique Concept (2013)

ONLINE BOUTIQUE CONCEPT

Exclusive, Handpicked and Fast-Changing Styles

International Quality and Styles at Indian Prices

Unique Services for a ‘Wow’ shopping experience

Fast & Free Shipping, Free Cash-On-Delivery, Easy Return/Exchange Policy, Exhaustive payment options

SHOPIMAGINE.IN : PRODUCTS & SERVICES

Products› Handpicked styles from international

designer houses in France and USA

› Superior quality & unique styles

› Fast-changing and in sync with latest international trends

Luxury Lingerie & Nightwear from France

Indian Wedding Lingerie: Pre-Wedding, Wedding & Post-Wedding

Apparel from LA, California

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CONTINUING THE ‘ABC’ OF ECOMMERCE

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SOURCING & MERCHANDISING

Intense Market Research on:› Latest international trends› Regional preferences and sensibilities› Favourable price points› Sync with Brand values and sensibility

Online merchandising determines product appeal and eventually, sales

WEBSITE DESIGN AND MANAGEMENT

OPERATIONS

Order fulfillment

Customer service

Website Up-time and Maintenance

Inventory Management

MARKETING & PR : SEM

Increasing website visibility in search engine result pages (Google, Bing, Yahoo) through SEO & PPC

SEO : Organic SEM

PPC: Paid SEM Display Ads:

Google Display Network

MARKETING & PR : E-MAIL CAMPAIGNS

“Keep in touch” tool Announcements like

exclusive offers and discounts, new product range, new website feature or service or content sent to subscribed customers

E-mail list, E-mailer design & HTMLisation, E-mailing platform, Tracking & Analytics

MARKETING & PR : BLOGS

Reviews and Recommendations by external bloggers

Company Blog, promote on social media, groups and forums

Blog Advertising

Viral Marketing

SOCIAL MEDIA MEETS E-COMMERCE

FACEBOOK

Facebook Engagement› Create a

Facebook page› Engaging content is

the King!› Encourage fans to

Like, Comment and Share!

› Apps› Contests› FB-specific discounts

and offers

Facebook Ads› Get more fans

› Promote website campaign/direct traffic to website

› Promote Page content

› Analytics

TWITTER

• Customer Service Tool : Address customer grievances

• Tweet, Retweet, Favourite : Stay in touch with your followers through interesting conversations

• Trending Topics : Get into a loop and viral the tweet!

• Twitter Contests/shopimagineIN

YOUTUBE

Make a YouTube channel

Make simple, yet engaging content

How-To’s, Product Information, Behind –the-scenes, “Just for Fun”, Employee Videos

NEW KIDS ON THE BLOCK : G+, PINTEREST, INSTAGRAM

Broadcast Hangouts, Create customer groups, Useful in SEO

Visually appealing social media tool, PinBoards for various categories with link backs for referral traffic,

PinBoard contests

Live image updates of events, Launch Campaigns and Contests

with Hashtags

ONLINE MEETS OFFLINE MEETS ONLINE

OFFLINE GOES ONLINE

Brand e-stores + Third Party websites/Online Marketplaces

Increased Brand Reach

Reduced Capital Costs

Offer better pricing with better margins

Stand up to competition from Online brands

Easy to Scale

ONLINE GOES OFFLINE

360 degree Marketing & PR

Mutually beneficial collaborations for increased brand awareness

Targeted reach

Collaborations: Bloggers, Cafes, Clubs, Restaurants, Spas, Salons, Bollywood, Designers

Advertisements: TV, Newspapers, Magazines, Advertorials/Editorials

Events: Fashion Shows, Exhibitions, Contests

ONLINE GOES OFFLINE : TV ADS

Effective: yes, but optimal?

There 155 million cable-subscribed households in India

ONLINE GOES OFFLINE : EVENTS

Fashion Shows, Website/Collection Launches, Press Conferences, Exhibitions to create that hullabaloo

ONLINE GOES OFFLINE : BLOGGER COLLABORATIONS

Blog features, Blogger contests and Blogger events are great ways to reach out to a broader and better-targeted audience

ONLINE GOES OFFLINE : SAME-TG CHANNEL COLLABORATION

SPAS & SALONS

CORPORATES

CLUBS, CAFES & RESTAURANTS

FASHION COLLEGES

ONLINE GOES OFFLINE : PRINT MEDIA

Press Releases, Editorials and Advertorials add great credibility to an online brand

CHALLENGES

COD : Boon or Bane?

Superior Logistics in India : Too expensive?

Return rates: 5%-25%?! Ok or not?

Volumes and Revenue are fine, but SHOW ME THE MONEY!

RECESSION playing spoilt sport?

How to sustain FUNDING?

Trust issues & replicating the “in-store experience”

Too many players and “me-too’s”: Survival of the fittest or a Bloodbath?

FDI in E-commerce & entry of Amazon: Threat for domestic players?

WATCH OUT FOR…

Social Commerce

Mobile Commerce

Better Payment

Methods & Logistics

Tier-II & Tier-III cities, rural areas fuelling e-commerce

growth

SO, WHAT’S IN IT FOR YOU?

THANK YOU!

Neha ShahMarketing Manager, ShopImagine.in