E-sale fest clicks with shoppers

Dec 15 2013, 00:10 IST
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About 241 players participated in the fest this year, offering some of the best deals to buyers from December 11 to December 14 (Reuters) About 241 players participated in the fest this year, offering some of the best deals to buyers from December 11 to December 14 (Reuters)
SummaryFor retailers like Jabong, revenues increased by as much as six times on a single day during festival

Chennai-based Jayashree Arunachalam, a 26-year-old media professional, is excited at having bought a range of clothes and accessories for below Rs 5,000 during the just-concluded Great Online Shopping Festival (GOSF).

Her enthusiasm for the deals, going by the response to GOSF, an initiative by Google India, was shared by several others.

For four days of the fest, the Indian e-commerce space was buzzing with increased traffic and aggressive discounts, with bargains on almost anything from cars, laptops, luggage, property, holidays, insurance, spa packages and event tickets to grocery coupons, books and jewellery.

So overwhelming was the response that the virtual shopping extravaganza had to be extended by a day — the sale went on till Saturday night instead of Friday. This, after the site had crashed on the first day of the festival owing to the humongous traffic.

GOSF’s first edition last year had witnessed over a million people visiting the site, but this time the target was over 3.2 million people, of which a majority were first-time online shoppers. About 241 players participated in the fest this year, offering some of the best deals to buyers from December 11 to December 14.

For retailers like Jabong, revenues increased by as much as six times on a single day during the festival. Similarly, Yebhi saw a 50% hike in traffic as compared to usual days, with apparel and electronics driving most sales.

“Premium brands have seen the maximum traction. While we have seen an increase in sales for both shoes and apparel, an interesting insight was that men had beaten women during the GOSF. Men’s apparel and footwear have seen the maximum growth implying that men shopped more during the festival,” says Jabong co-founder Manu Kumar Jain.

The online retailer offered an extra 40% discount plus a 15% cashback offer, and international air tickets and iPads as gifts.

Myntra COO Ganesh Subramanian says the company shipped one lakh units of items on the first day of GOSF. “The momentum continued even after the first day. On an average, the spurt in sales was four times that of an day without any discount. This year, the sales met our expectations, except for the time when the website crashed on the first day,” says Subramanian.

The traffic to the website also doubled during the festival.

This year, hotels, flights and holidays were a surprise hit. Travel portal Yatra managed to garner incremental sales of about 25%, majorly

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