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Packaging in Ecommerce

Ordered a couple of items yesterday from 2 different sites: Myntra.com and Zovi.com.

Both companies took the exact same amount of time for delivery: a day and a half. Overall the experience with both of them was pretty good. Except that when I got the ordered items, I was a lot happier with the Myntra.com experience. Why? Mostly because their packaging was a lot better than Zovi.com’s.

This is what I got from Myntra.com. As a package it was colourful, and was promising of good quality items inside. It made you want to open it.

Zovi.com’s looked like they had sent me a bunch of documents. This is what it looked like. I’m not sure why, but I felt disappointed the minute I got this small brown paper packet which supposedly had my t-shirt inside.

 

So the point here is not to bicker about something that seems a relatively small issue. But its’ about the fact that a company cares enough that they want every aspect of the customer interaction to meet a particular quality, right down to the packaging.

And packaging is actually the first real interaction that the customer has with the product that they have just bought. It’ll be good for the Indian ecommerce companies to learn a lesson or two from the focus that world leading brands like Apple have put into this.

Yes, packaging costs are important to keep under control, but lets see some good innovation in this area. Looking forward for more exciting deliveries.:)

 

 

Murali Balan is the CEO of Tenovia Solutions, an Ecommerce product and services company. When he’s not discussing Ecommerce stuff with a retailer, he loves to go for long runs. 

Why Retailers should be part of Shopping Portals

Whats different between DLF Mall and Rediff.com? Obvious answer: One’s brick-n-mortar, the other is purely online. And thats where the differences end. Both house a huge number of brands, provide lots of choice to their visitors and are major retail destinations today, involving huge amounts of high value daily transactions.

Like with the case of malls across the country, there have been a surge of virtual malls in the country. Some of the better ones are rediff.com, indiatimes.com, ebay.in, naaptol.com, indiaplaza.in, infibeam.com, indiavarta.com, and homeshop18.com.

So why should a retailer care about competing in these shopping portals? For the same reason he decides to rent a store in a mall. Attract customers. Brand awareness. High sales. Here are a few advantages.

1. Brand Awareness - Put your brand out there online. Gain brand recognition and be known by the online customer as a choice.

2. Attract Traffic to your brand – With the Shopping portals, you have a lot of traffic coming to the sites. Get noticed by putting out great offers, discounts to the visitors. Entice them with offers. Wow them with the experience. Dazzle them with the service. And rule a portion of their wallets for a lifetime.

3.  Acquire visitors in Shopping Portals and then get them to your own site – Shopping portals are great places for customer acquisition. It lets people from all over the country to know your brand (not just in the cities you are present in) and test you out. If they like your products and service, they will look you up directly, come to your store and increase your direct traffic to your own dot com.

4.  Learn online strategies at the marketplace - As a vendor at these shopping portals, life isn’t easy. You need to compete with aggressive pricing on the popular items. You need to provide great service, quick response times to customer issues, ensure good post sale service to have good vendor ratings on these shopping portals. So in effect you can constantly view what your competition is upto on the same platform. And thats great learning for you. You get battle ready to take on your competition directly with your dot com.

5. Focus on the business, leave the rest to the Shopping Portals - One huge advantage for smaller retailers is that they  often don’t have the resources to worry about technical stuff and thats where the portals come in so useful for their online strategies. Coz they can forget about technology, logistic, driving traffic, payment gateways but instead focus on the core of what they do.

Next Blog post: How to setup an E-store at a Shopping Portal