10/15/2016 Festivesale:AmazontofocusonhighvalueitemsafterFlipkart'sjibeonsellingdailyuseproductsTheEconomicTimes

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Festivesale:Amazontofocusonhighvalueitemsafter
Flipkart'sjibeonsellingdailyuseproducts
ByWritankarMukherjee,ETBureau|Oct14,2016,09.22AMIST PostaComment

KOLKATA:AmazonIndiasfestivesaleearlynextweekwillfocusondealsonhighvalue
itemssuchassmartphones,televisions,homeappliancesandlifestyleproductsan
apparentrejoindertorivalFlipkart,whichhadscoffedattheSeattlebasedecommercegiant
forsellingchuran,hing,detergentsandotherdailyneedcommodities

AmazonsIndiacountrymanagerAmitAgarwalcounteredFlipkartsjibebysayingitsfirst
festivesaleearlierthismonthmarkedaninflectionpointforecommerceemergingasa
sustainablebuyingchannelbecauseconsumersboughtitemsofdailyconsumptionand
didntlookonlyforbargains.

Decidingnottolaylow,Amazonhasinformedsometopbrandsandsellersthatitexpectsa
threefoldincreaseinconsumertrafficfromnormallevelsduringthenextsalescheduled
fromOctober17to20,fourseniorindustryexecutivessaid.Thistime,Amazonwillhavea
solorunsinceFlipkartsnextsalewillbebeforeDhanteras.
Decidingnottolaylow,Amazonhasinformedsometopbrands
andsellersthatitexpectsathreefoldincreaseinconsumer
trafficfromnormallevelsduringthenextsalescheduledfrom
October17to20.

Despitesmartphonesandconsumerelectronicsbeingafocussedcategory,AmazondidnotfareaswellasFlipkartinthelastsale.While
thesecondwaveofsalestendstoreceivesmallerfocus,Amazonhassaiditwillcontinueequalfocusasthelastoneinbothmarketing
anddealsonthesecategories,saidtheCEOofaleadingonlineelectronicsbrand.

DuringtheOctober1to5sale,Amazonhadfocussedon32inchand50inchtelevisions.Thistime,itplanstoalsohighlight60inch
modelstodrivehigheraveragebilling.Insmartphones,therewillbedealsacrosspricebands.Amazonwillalsoofferexchangeoffersand
zerocostEMIschemes.

AnAmazonIndiaspokespersonsaidthemarketplaceislookingatOctoberasamonthlongcelebrationascustomersshopthroughoutthe
monthforvariousfestivals.Withcustomersshoppingfrom90%ofIndiasserviceablepincodesforeverythingfrommobiles,TVs,

http://economictimes.indiatimes.com/industry/services/retail/festivesaleamazontofocusonhighvalueitemsafterflipkartsjibeonsellingdailyusep 1/2
10/15/2016 Festivesale:AmazontofocusonhighvalueitemsafterFlipkart'sjibeonsellingdailyuseproductsTheEconomicTimes

appliances,furniture,sportsequipmenttofashion,homefurnishingsandeverydayessentialsinthefirstphase,webelievethattheywill
continuetotrustustoshopforalltheirfestiveneedsgoingforwardtoo,thespokespersonsaid.

AmazonIndiassaleearlierthismonthcompetedwiththeBigBillionDayssalebyFlipkart,whichclaimedrecordsalesofsmartphones,
televisionsandappliances.Flipkartdeclaredvictoryinthesalessweepstakeswith15.5millionunitssoldagainstAmazons15million.
Flipkartsaid2.5millionsmartphonesweresoldonitsplatformduringitsOctober2to5sale,morethanwhattheindustrysellsinthe
countryinaweek.LEDtelevisionssoldduringthefivedayperiodexceededtheusual45dayvolumes.

Amazonreportedafivetimeincreaseinsalesofmobiles,seventimesforlargeappliancesanda25foldincreasefortelevisions.Flipkart
andindustryexpertsclaimedthatAmazonstillfellshortofFlipkartinthesecategories.Inrefrigeratorsandwashingmachinesfornext
weekssale,AmazonwillpushbothentrylevelandpremiummodelspriceduptoRs40,000.

Whilediscountsofasmuchas40%couldbeofferedbyonlinebrands,therebateonproductsofmainstreambrandssuchasLG,
WhirlpoolandVideoconmayrangefrom10to15%,industryexecutivessaid.LGhasagreedtolaunchexclusiveproductsonAmazon
duringthesale.

TherecouldbeagreateremphasisonappliancesbyAmazonsincethatsacategorythatsgrowingupwardsof30%sinceSeptember,
accordingtoGodrejAppliancesvicepresidentandbusinessheadKamalNandi.Anychannelwouldfocusonacategorywhere
consumptionisgoingup,hesaid.OnlinesmartphonebrandsincludingLeEcoandInFocusexpect23timesgrowthinsalesfromnormal
levelsduringAmazonsnextsale.

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