According to Broadcast Audience Research Council (BARC) India (a television audience measurement firm), Snapdeal was the most visible ecommerce brand out of the three big ecommerce players in September.
In the last week of September leading to festive sales, Snapdeal’s weekly ad insertions were 18,177. Whereas, Amazon’s weekly insertions were 11,715 and Flipkart’s the lowest with 8,359 ad insertions.
In September, the etailer spent a whopping Rs. 200 crore on its rebranding project that also includes the ‘UnboxZindagi’ ad campaign. Their aim was to increase brand visibility ahead of the festive shopping season and beat competitors Amazon and Flipkart.
The firm achieved its ‘brand visibility’ target. But were they able to increase sales and overpower rivals?
Did the campaign helped to increase Snapdeal’s sales?
According the etailer, Rs. 200 crore was money well spent as UnBox Zindagi promotional campaign worked well. The online marketplace revealed that it witnessed 20% rise in traffic and 35-40% order conversion rate.
Snapdeal’s representative said,
“UnboxZindagi campaign has been a phenomenal success in all aspects. Over the Diwali sale period, we have registered a 20% surge in visitors. The orders and conversion rate is up by 35-40% compared with a year ago. BARC statistics are a validation of the keen consumer insights that went into the conceptualization, planning and implementation of the campaign. Besides the TVC, we have also registered a very high user engagement on social platforms as well.”
Snapdeal met its own targets but couldn’t match Flipkart, Amazon
As per some reports, Snapdeal touched Rs 500-600 crore in GMV during the festive season sales, which is more than the company’s internal sales targets. The etailer broke many records with Unbox Diwali.
But Bahl’s company is nowhere close to festive sales numbers of Bansal’s Flipkart and Bezos’ Amazon. The saving grace is that Snapdeal didn’t slip down further and managed to increase its sales and market share, both.
Will the upward growth trend continue for Snapdeal? Or will it last only till the ad campaigns last?