cuponation survey india aug 2013
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CupoNation consumer survey, 2013 1
TALKING POINTS
Why are we talking about online shopping?
Growth & Drivers
What are the current issues still to be solved?
Inhibitors
Introducing CupoNation
CupoNation survey, 2013
Overall results
Segmental results: women
How is CupoNation addressing the segment needs?
2
WHAT IS DRIVING ONLINE SHOPPING IN INDIA?
High Internet growth
• Highest internet traffic growth globally to reach 348 million by 2017
• 138 million in 2012
• 3G penetration growing at a CAGR of 60% (2013-2015)
• Fastest growing segment 25-35 years
Consumer behaviour
• Gen Y Device ownership: 79% students owned a mobile phone, 75% a PC
• 40% spent over an hour on Internet daily
• 50% use reviews from SNS
• 76% do product research online
• 80% want to buy online in future
Industry push
• Low real estate required to set up online operations
• Online seen as the “ next mall” and presence considered necessary
• E-tailing industry received a over USD 300 million total funding in 2011
3
Source: Cisco, 2013; Economic Times, 2013; TCS consumer survey 2012; Nielsen,; Juxt consult; Techgig
WHAT KIND OF GROWTH ARE WE TALKING
ABOUT?
108 302
543
930
1355
2054
0
500
1000
1500
2000
2500
2005 2007 2009 2011 2013 2015
E-commerce sales, USD mn
4
Source: Euromonitor, McKinsey, 2012;
Indian online retail industry will
grow from Rs 32 billion in 2012 to a
projected revenue of Rs 100 billion
in 2015, a CAGR of 45%-48%
Source: CRISIL, Economic Times, 2013; Press
Companies have either launched e-
stores or are mulling over that
option. It's become top priority,
more important than perhaps
opening a store in the new mall-
Bata India, VP
WHY ARE CONSUMERS SHOPPING ONLINE?
Convenience & choice
“My son told me about this website, I get them delivered at a reasonable price. Many of my kids’ books are available only in Delhi. So, rather than travelling, we order them online”
Discounts
“Plus, it's often cheaper to buy online. I'm definitely going to be a regular on their site”
Private space & lack of intimidation
“Even in a multi-brand departmental store, I find buying lingerie uncomfortable and asking for different types of products is not easy” 5
Source: Web search
WHO IS SHOPPING ONLINE?
6
Deal seekers
Now I save at least
30% every weekend
due to deals!
Luxury buyers
The desire for luxury
brands is fast
spreading outside of
Bombay and Delhi
Convenience seekers
I can even specify what
time I want the goods to
be delivered home
Experience seekers
It’s the simplest way to
excite your visuals and
make sure you indulge.
Loved how they
packaged the dress and
sent it
It offers the best of Indian
natural hand crafted
products while
simultaneously providing
livelihoods to rural
artisans
Ethically conscious
Niche groups
Only Flipkart has
managed to supply me
with Manga, Japanese
literature, that's
otherwise difficult to
find
Source: Web search; Interviews; Blogs
WHAT ISSUES DO THEY FACE WHILE
SHOPPING ONLINE?
Trust
Lack of a touch experience
Noise: Choice dilemma
Disaggregated information and offers
One size fits all
Hidden costs
Inability to bargain
…
7
INTRODUCING CUPONATION: HOW IT HELPS?
Direct and faster free
access to codes for multiple
stores from the homepage
itself
Studies reveal: 33% Indians
purchase most frequently
from websites which allow
them to select products from
many different stores
(Websearch)
Top 20 deals of the week
with ‘deal guru’
recommendations for easy
choices
Retailer ratings
associated with products
Newsletter and social
media (Google+/
Facebook) updates with
must-have offers
Information, codes available
across various categories
of products (e.g. travel,
lifestyle, food etc.)
Special events/ bargain
offers and codes for
different segments (e.g.
Father’s day)
Not adhering to one-size fits
all philosophy
Clutter free design with
direct access to codes
Direct information for
various segments
Simplified choices with
expert recommendations
8
Sources: Nielsen, 2011; Team analysis
WHAT HAS CUPONATION DISCOVERED?
0% 50% 100%
India
Brazil
Italy
France
70%
73%
87%
89%
9
Shopping online 1-5 times a month
Base: India (600); Brazil (930); Italy (390); France (190)
Question: How many times in a month do you shop online?
Number of times Indians shop
70%
22%
5% 3%
1-5
6-10
10-15
Over 15
HOW MANY WOMEN ARE SHOPPING ONLINE;
HOW FREQUENTLY?
10 10
# of times shopping in a month
73%
19%
3% 5%
1-5
6-10
10-15
Over 15
Demographics: Age groups
43%
46%
11%
Upto 25
25-35
Over 36
62% 85% 81% Women
shoppers
Total Base of women: India (370); Brazil (750); Italy (330)
WHAT ARE INDIAN WOMEN SHOPPING FOR?
11
Online shopping product categories
76%
16%
8% Fashion
Electronics
Entertainment
Top 5: Favourite online destinations?
Total Base of women: India (370); Multiple answers allowed
11
OTHER ONLINE STUDIES CONCUR
12
From Google’s women on web study
• Out of 150 million Internet users in
India: 60 million are women
• 75% of the women under 35 years
• Fashion biggest category (Skin care
72%)
• 80% recommend purchases to others
Sources: Websearch for Google’s women on web study, 2013; The Economic times, 2013
it is heartening to see that the
women user base is also
increasing rapidly…it is clear that
Internet is empowering Indian
women with easy access to
information and helping them to
make more informed decisions in
their day-to-day life- Google India
In India, e-commerce has
primarily focused on men on the
assumption that women don't buy
independently. These sites (online
lingerie prove that women buy for
themselves and take decisions
when products and experiences
are tailored for them- Kalaari
Capital
WOMEN AND COUPONS?
13
81% 83% 83% Women
& coupons
Total Base of women: India (370); Brazil (750); Italy (330)
0 10 20 30 40 50 60 70
Search Engines
Newsletters
Blogs & SNS
None
How do you search for coupons or discounts online? (% of total)
HOW IS CUPONATION WORKING FOR INDIAN
WOMEN?
Sept, 2012
• CupoNation starts PAN
India operations from
Gurgaon
• CupoNation establishes a
strong retail network (e.g.
popular fashion retailers like
Jabong, Myntra, Zovi etc.)
• Strong online presence built
for easy discoverability
Jan, 2013 Feb, 2013
• Special event
offers launched
• Multiple retailers
involved in discount
options for
occasions
• International
Women's Day,
celebrated with
"Celebrate
womanhood
by taking care
of yourself"
• Deals for
feminine
products
• Family focus:
Father’s day
event celebrated
by supporting
children from
SOS
• Consumer survey
for building
‘understanding’
of needs
June, 2013 Mar, 2013
14
CUPONATION’S WOMEN’S DAY CAMPAIGN
15
Key success factors
Celebrated International
Women’s day on March 8, 2013
Offered special discounts and
deals on feminine products
Launched ‘Celebrate
womanhood’ and ‘keep yourself
safe’ by promoting condoms for
women
Focus on a social promotion:
Promoted proactive measures
for Indian women through
promotion highlighting values like
safety & liberation
Easy access to product codes:
High discoverability and
awareness building for feminine
products directly on homepage
Impact
2nd best media campaign
results for CupoNation
Strong media coverage and
awareness building
Blogger coverage highlighting
innovativeness of campaign
Launch and growth
ARE YOUR EXPERIENCES DIFFERENT?
Let’s discuss!
Find CupoNation India on Facebook, Google+, Twitter
16
APPENDIX
17
STUDY METHODOLOGY & LIMITATIONS
Methodology:
Internet based survey conducted in 4 countries globally
Sample size total: 600 (India)
Bloggers contacted proactively for survey
Time period of survey: June 2013
Limitations of the study:
The sample size was collected via non-random
convenience sampling and thus may have a slight bias
18
INTRODUCING CUPONATION: HOW DO WE
HELP?
19
33% Indians purchase
most frequently from
websites which allow
them to select products
from many different
stores - Websearch
I can easily find my
favourite store coupons
at Cuponation. Their
exclusive coupons add a
lot of value- Blogger
Multiple
stores, easy
interface
Easy
accessibility Direct access to
dealer codes for
free!
INTRODUCING CUPONATION: HOW DO WE
HELP?
20
Easy choices;
Expert
recommendations
•Multiple segments
•Varied options
•Simple selection interface
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