E-commerce has become a multi billion-dollar revenue industry − it has patently changed the purchasing pattern on its head. Thus, more and more e-commerce portals are emerging in India, trying to impart novelty for surviving in this competitive race. Moreover, traditional retailers and brands are collating with startups, commercializing innovative technologies and pioneering business models. So why is Jabong, an online portal which ranks among the top four e-commerce sites in India, shifting offline? BestMediaInfo.com spoke to Praveen Sinha, co-founder of Jabong, to understand the motive behind this move.
Being a flourishing online portal, Jabong is focusing on offline activities lately. What is the strategic plan behind these activities?
“Jabong betokens being vibrant and fashionable. So, all our initiatives aim at achieving these objectives,” says Praveen Sinha. He feels that offline activities in Tier I cities will give them a platform to provide a worthy experience of brands to the modern-day shoppers and trendsetters. Conversely, Jabong’s offline activities in Tier 2 and Tier 3 cities are done mainly to educate them about e-commerce and mollify their apprehensions about online shopping.
How do these offline activities help the brand grow?
Praveen Sinha hopes that in due course, whenever people think of fashion, they will come to Jabong.com. Team Jabong looks forward to cater to the needs and the desires of all income groups so that people can invest in fashion without burning holes in their pockets, he says.
Is social media an effective marketing tool for e-commerce?
“Jabong has the strongest presence on social media platforms with around 2 million fans. Successful affiliations, targeted marketing and implementation the best SEO, SEM practices are done to proactively engage with target audience,” claims Praveen Sinha. He further adds, “Regular blog posts and Twitter feeds help our customers to remain abreast with the fashion trends and, most importantly, we get an opportunity to understand their needs as well.”
Why should people buy from Jabong when there are numerous others players offering the same services?
Jabong has already defined its objective to be the one-stop shop destination for all fashion needs. Secondly, at Jabong, people can choose from the widest assortment with over 1,400 brands and over 1.5 lakh products. People will always have too many options for a particular product type on our website than our competitors.
“Being a customer-centric company, we want to incorporate everything, which will enhance the shopping experience and above all make it convenient for our shoppers,” Praveen Sinha concludes.