Perhaps one aspect that online retailers could not fill so far was the instant gratification that customers get when they go to physical stores. When they make purchases, their desired items are already in their hands. With growing competition in the e-commerce world and the need to differentiate, all the major players have been making changes in the customer experience to give them as near a physical store experience as possible.
The latest, possibly revolutionising, offering is Myntra’s 1-hour delivery in Bangalore and Mumbai. Launched as a pilot project currently, Myntra will deliver products to customers within a certain radius in an hour. So far, customers find it overwhelming.
“ We delivered stuff in 58 minutes for customers in a 5-10 km radius. By the time customers were done with breakfast, we had delivered their packet,” Myntra COO Ganesh Subramanian says with pride.
Myntra is using technology and process efficiencies to process orders within 38 minutes after they are placed so that they can be sent out for delivery from the warehouse. Earlier, a minimum four hours was required for processing orders.
Now that Indian consumers have warmed up to the idea of buying anything and everything online, they want the products in their hands quickly. Even to purchase something on your own, it could take time as taking your car and going to a shop could take 3-4 hours. So if online players can give them products sooner, they would opt for it.
When Flipkart launched next-day delivery last year at Rs 90, only 4-5% people were utilising the option. However, the number has now risen to 8-10%.
In the case of high value products like laptops, cameras, mobiles etc. 35-40% of customers use this option as they tend to want the product more quickly and are willing to pay the extra Rs 90. However, to attract more customers Flipkart plans to reduce the delivery charge.
For a customer to go to a physical store and make a purchase, it will take 3-4 hours to take out car and go there. If online players can bridge this gap and reach products to customers sooner, they will want to use this option to make their purchases.
After dwindling with her family business, into travel and hospitality, for more than 3 years, Pooja Vishant found her true love in writing. Happy-go-lucky and cheerful, she loves pink; so pink is the way to go if you want to get into her good books. The Associate Editor keeps track of even a leaf that has moved in the ecommerce world!
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