India’s top platform for web browsing UCWeb, discovered in a survey that this years Diwali sales witnessed an increase of 75.5% in ecommerce traffic compared to last year for online marketplaces. Electronics, lifestyle and fashion apparel were the popular categories. One of the biggest beneficiaries who managed to convert the traffic into sales was Alibaba backed Paytm.
During its recent three day Pre-Diwali sale, Paytm met its sales target of Rs. 300 crore. Factors such as cashback, coupons, exclusive tie-ups and implementation of online-to-offline model contributed greatly to the impressive figures.
- Electronics was the most successful category
- Over 500 Mahindra motorcycles were sold
- Over 1,000 bicycles were bought
- Sale of mobiles increased 5-6 times over the average daily orders
- Sale of fashion apparel jumped 6 times
Paytm partnered exclusively with Mahindra Two wheelers to promote Mahindra Centuro motorcycles and Mahindra Gusto scooters. The attractive price strategy ensured the models sold well. The bikes were delivered directly from the dealership after orders were placed online, taking advantage of the offline-online concept. Customers received 25% cashback when purchasing bicycles, which proved to be a nice incentive.
Extensive mobile reach
The Mobile phone sales made up to 10% of the total sales. Paytm had joined hands with The Mobile Store, which gave it a wide geographic reach and also ensured the goods could be delivered within two hours.
“It’s the classic O-to-O (onlineto-offline) model and we’ve found from this sale that value added services are beginning to become important, not just the price,” said Saurabh Vashishtha, vice-president for business, Paytm.
In achieving its sales target for the Pre-Diwali sale, Paytm witnessed a huge increase in peak traffic, with the platform managing to deal with an average of 6-8 lakh customers, which was an increase of up to 10 to 15 times of the usual average traffic registered on the site. With these kind of figures, it is no wonder Paytm is ambitiously targeting Rs. 1,000 crore sales by the end of December.
Did you sell well during Paytm’s 3 day pre-diwali sale? Let us know your experiences.