The biggest event in India online retail, festive season sales, has everyone in a frenzy. Amazon is already preparing with a new logistics strategy and like Flipkart, it will also let go of profit margins and commission during the sales period for the sake of attractive discounts. But, on the festive sales battle ground, it won’t just be Amazon and Flipkart competing. Paytm Mall will be hosting its first festive sale as a separate online retail entity and its efforts won’t be petty.
Festive sale war strategy
Unlike its competitors, Paytm Mall has a whole different plan. The etailer will be:
- Hosting its mega sales online and offline
- Offering same discounts and deals to shoppers in partner stores (which will be named on its portal)
The online retailer recently announced its O2O (Online to Offline) strategy for the purpose of building a better ecommerce business for the long run and to help ensure its sales are relevant for offline sellers as well.
The company’s chief operating officer, Amit Sinha said, “For the festive season, we have planned a number of special offers for our shopkeepers and retailers. Brands hate it when online offers discounts and offline stores suffer. We want to make the experience same, online and offline, as our customers and sellers are in both worlds.”
As a result, customers buying online will have the option to pick up their online purchases from the nearest partner stores. Sinha said that company is using a different strategy and mostly relying on local sellers and retailers.
Combination of Mall and Bazaar concepts
When Paytm separated its online retail and online payment businesses, the company stated that,
“Paytm Mall will offer a unique combination of the Mall and Bazaar concepts to Indian consumers. Only trusted sellers passing strict quality guidelines and qualification criteria will be allowed on the ‘Mall’. All products listed on it will go through Paytm certified warehouses and shipping channels, ensuring guaranteed consumer trust.”
The Bazaar part of this combination is an unstructured shopping channel on Paytm and will be available on its new app. This section will offer consumers Indian and international products.
“When you buy a product on our platform, you are actually shopping from a neighbourhood store and enriching the local retail eco-system,” Sinha said.
How do sellers benefit?
Apart from the changes mentioned above, Paytm Mall shopkeepers and brands will be allowed to set the return, refund and exchange policies of their products being sold on the platform. Complete logistical support will be offered to them through its logistics partners. The company has a total of 17 fulfilment centres all over the country; these will be helpful once the festive sales are in full swing.
Paytm hosted an Independence Day sale but the offline-online combination sale is yet to be announced.