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.
The Kunal Bahl-led company was placed on the 3rd spot of the most visible brand list between 24 and 30 September. Rivals Amazon and Flipkart’s rank was 12th and 19th, respectively.
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?
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.”
Industry watchers and sellers feel that Snapdeal is near its end. But the etailer has no plans to pull the shutter down as yet.
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.
“We have over achieved our targets for the four days by about three times,” shared a person from Snapdeal.
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?
Editor team is specialized in introducing the marketplace content targeting the Indian online sellers. They plan and coordinate to bring the appealing content for the small businesses on how to partner with the e-commerce sites like Amazon and Flipkart and strategies for improving their online business.
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