MUMBAI: The burgeoning e-commerce sector has been rapidly powering the growth of Indian SMEs (small and medium enterprises). As the festive season comes down the pike, coupon e-commerce sites like Groupon.com,CouponDunia.com, 27Coupon.com, Snapdeal.com etc are setting the stage to lure customers and merchants alike with their festive season specific campaigns as well as outreach programs to expand their business.
In a highly competitive scenario, a strong strategy is required to build a long term relation with their affiliates in order to achieve healthy business and that’s exactly what the numerous players are striving at. One such player is CouponDunia.com, which is prepping up the upcoming festive season.
Speaking to Indiantelevision.com, CouponDunia.com CEO Sameer Parwani asserts, “Merchants perceive us as more than just a coupon site. We are looked at as an important channel to drive relevant, targeted, online savvy shoppers at an aggressive price point. Our strategy has always been keeping the consumer first, and merchants see the value in it and respect it.”
Shopping online is not only more affordable but is also a convenient choice. With more and more coupon websites and e-stores coming up, the focus is on taking advantage of not only mobile but also offline platforms so much so that couponing has become a part of most people’s lifestyle. While buyers are gluing on the e-commerce retailers for meeting their demands, a question that begs an answer is: What drives the coupon market in India?
“Couponing has enabled people to save money without much effort. Hence, people are willingly practicing it and making it a popular way of shopping,” says Parwani.
In view of e-commerce’s fast paced growth trajectory, competition in the space has heated up. Even as coupon e-commerce sites are gearing up for a sales bonanza this Diwali season, customers are having to deal with the problem of plenty with offers galore.
Promotional campaigns are being carried out to make consumers aware of the Diwali deals and offers.
“In the previous year, we had run an online video campaign during Diwali called Deal Wali Diwali. Similarly, for Diwali this year, our campaign is called Deals Ka Devta. Our deals ka Devta will be here to save his bhakts from the turbulence of Diwali shopping. We plan to showcase him as their guide, teacher and a rock star. This Diwali, all bhakts will turn to ‘Deals ka Devta’ in the maze of discounts,” asserts Parwani.
The online video campaign shows that the deals ka Devta is aware of all the deals, discounts and offers running over the internet (and beyond, offline). He will be the ‘know it all’ when it comes to the best shopping deals. Moreover, he will be the guide and users will turn to him when they are feeling lost in the multiple discounts being offered by one and all.
Consumer satisfaction plays an important role in building the business of any organisation. Consumers want offers and deals that are delivered to them fastest based on their tastes, choice, coupon codes that work and last but not the least - deals that are exactly what they claim to be.
“At CouponDunia, we have features such as brand and category alerts, which help users, receive what they want. Our content team works seven days a week to ensure all the deals and codes on the platform are checked and verified before going live. These steps ensure that our users are loyal, great brand ambassadors for us and are served the best deals and offers. Social Kinnect is the agency that executes our creative campaigns,” says Parwani.
CouponDunia has expanded its market nationally as well as internationally.
Parwani says, “While we work at a national level and talk to audiences across state lines, festival or region specific tactical campaigns are something we always keep doing to enhance our overall value proposition.”
He further adds, “We already have 100+ restaurants, and 50+ stores on board with exclusive offers. We've been live for about two weeks now, and even though it's too early to judge user behaviour, we've seen a conversion rate between 15-25 per cent, wherein 15 per cent of web visitors and 25 per cent of app visitors, who clicked on ‘get code’.”
Parwani is of the opinion that this reach is mostly organic, and is a steady number to start with. “We hope to seeCouponDunia.com coming up with more consumer friendly offers,” he adds.
With people loosening their pockets in the festive season and online shopping catching the fancy of Indians, this Diwali is going to be festive indeed for coupon e-commerce as well as the others in the online ecosystem.
