Snapdeal targets smaller towns to draw new online shoppers

As e-commerce giants Amazon and Flipkart got all guns blazing with their mega festive offers, Snapdeal is not to be left behind. The brand, which repositioned itself as a value platform last year, has announced its ‘Mega Diwali Sale’, which will be live from October 10-14.

“Our marketing strategy is aligned with our target audience, a large part of which comes from smaller towns and cities in India. We are essentially focusing on providing high-quality, value-for-money products to people. A lot of our customers are driven by aspiration and a certain lack of access. We feel that a lot of new users will be added on to Snapdeal, which will be fuelled by affordable smartphones and extremely low-data prices,” said Snapdeal’s spokesperson.

The spokesperson said 80% of their new users come from smaller towns across India.

“Till now, we have seen that e-commerce has largely been about homogenous, metro buyers with relatively high income. The new set of users, especially in online shopping, is coming from smaller towns and markets. The next 200 million users will come to value platforms like us on their e-commerce journey before moving on,” added the spokesperson.

The offers and selection in the ‘Mega Diwali Sale’ are built on the basis of an analysis of user purchase patterns over the past many festive seasons and the product mix is built around ensuring that customers get a lot of choice. The brand believes that the ‘budget positioning’ will set them apart from the rest of the competition.

The spokesperson also mentioned that a bulk of the marketing efforts will be digital-driven, followed by print and radio.

“Our media spends are primarily ROI-driven and they would be led by digital for this festive season, followed by print and radio. We have also started doing a lot of 10-second product videos. These videos allow consumers to really get an idea about the product and its functions. We are getting great traction on these videos,” added the spokesperson.

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