How to keep customers engaged in times of lockdown?
Some e-commerce businesses deemed non-essential or with limited items on the essentials list have found several ways of staying in touch.
Myntra, Bookmyshow, FirstCry and Nykaa are using informational content, gaming, and entertainment on their apps to connect with customers.
This is aimed at building brand loyalty and familiarity.
The reason: as a slowing economy forces consumers to cut discretionary spends, brand differentiation becomes key.
“While you stay home, make the most of your time,” Myntra told customers through its app. The Flipkart-owned ecommerce retailer has suspended new orders, but it has revamped its app.
The app now has a show, Fashion Superstar, and games including crosswords. It also has a health activity tracker, cooking classes and fashion advice.
Nykaa, too, has launched quizzes, contextual work from home, health and social distancing content and campaigns.
The company continues to sell some essential items and accepts orders for its fashion portal Nykaa Fashion, although with delayed delivery timelines.
Smaller fashion rental portal Stage3 has started an Instagram series of virtual events that talk about mental health, wellness and styling.
“Fact is, acquiring these customers is a very high investment proposition for e-commerce companies,” said an investor in the space.
“At this point…retention and recall are the most important metrics to track (in order) to bounce back fast when the lockdown is lifted,” the investor added.
This seems to have paid off for SoftBank-backed baby ecommerce portal FirstCry.
The company amplified content from its parenting portal FirstCry Parenting on the main app. This includes a baby care zone where parents can consult doctors and health experts.
FirstCry, which initially shut services when the lockdown was announced, gradually started selling essential items in select cities after the government revised guidelines and saw a spike in orders.
“In this case, specifically, these initiatives create trust, which is a long-term asset,” the investor quoted earlier in the story said.
The stakes are higher for platforms like BookMyShow. The movie and events booking portal depends on people to step out, which is likely to take longer.
The company has in the meantime launched a special free series of online shows. ‘Live from HQ’ features singer-songwriter Prateek Kuhad, folk-rock veterans Indian Ocean, comedian Vir Das, musician Karsh Kale, and others.
“We want to return some of the love you have shown us over the years and for that reason we are giving you a spot of safe entertainment at home to tide over your days in quarantine,” Ashish Hemrajani, CEO of BookMyShow told customers.
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