The marketing push given to Amazon Pay, the digital wallet of the e-commerce platform, yielded impressive results as there was a three-time increase in the number of transactions using the wallet during the recently concluded Great Indian festival.
Along with a full throttle campaign for the festival, the e-retail giant was running separate campaigns to promote the digital wallet.
Numbers made available by the company say that there was a 3X increase in the Amazon Pay daily active users compared to an average business day.
“Amazon Pay is really a convenience that we are trying to offer to our customers. It is a safe, trusted, amazon integrated way to pay. We are not looking at it from revenue perspective. It is more a convenience and integrated way for an Amazon customer to actually not have to figure out how to pay. If you have a pay account, in one click, your payment is done,” Ravi Desai, Director, Mass and Brand Marketing, Amazon had told BestMediaInfo.com earlier this month.
Talking about the company's marketing strategy to push Amazon Pay, Desai had said, “Amazon Pay would be a part of our campaign as well. There are various product levers that need to be communicated to our customers. There is a role that the site plays as well. So, you create awareness around the date and event that is coming. Millions of the customers get on to the site and then find their way to the right kind of selection and the right kind of affordability that applies to them.”
Digital payments went through the roof overall as there was 3.5X increase in customers using UPI and RuPay for their electronic transactions compared to an average business day.
The company’s strategy to offer easy EMI on debit cards and Amazon Pay also helped sales to grow massively, especially in smaller towns, as 70% of EMI customers who shopped came from tier 2 towns and below.
The purchases on EMIs grew to 12X over an average business day and 2X over last year, both in terms of number of customers and EMI value. Three out of four customers who shopped using EMIs availed the benefit of no-cost EMIs across credit, debit, Bajaj Finserv cards and Amazon Pay EMIs.
Every second iPhone X sold during festival was on EMIs
“Till now, most of India would have needed a credit card to avail EMI. For the first time, we have made EMI available on debit cards. In fact, you need not have a card at all to avail of the EMI facility,” Desai had told BestMediaInfo.com.
Amazon also got a major boost in sales through its recently launched Hindi app.