eCommerce players should focus beyond discounts, look into product quality, says WPP Country Manager CVL Srinivas

With WPP Commerce, the largest advertising network in the world wants to help Indian eCommerce companies understand how to bridge the gap between offline and online and how to sell better in market places.

“These are learning areas that many businesses across industries can benefit from. From building commerce applications to providing support through data, analytics, content and media, WPP Commerce offers everything,” said CVL Srinivas, India Country Manager, WPP, who is fondly known as Srini.

Talking about the challenge marketers are facing in the current e-commerce dominated environment, Srini said, “As more consumers get used to digital payments and experiential shopping, companies can reach out to them easier through online marketing campaigns. The challenges for marketers are more to do with staying abreast of all the changes in this space.”

Srini spoke to BestMediaInfo.com on the eve of WPP Commerce event taking place in Mumbai on October 16.

Globally, WPP Commerce engaged with FMCG giants, automobile and tech companies. However, the India chapter is set to showcase your eCommerce offerings.

Talking about the objective of the event, Srini said, “The main objective of hosting WPP Commerce for the first time in India is to showcase and share our knowledge around commerce offerings across industries, given the rapid growth that we’ve been observing. As this segment expands, we’d like to help companies understand areas like the principles behind conversational commerce, how to bridge the gap between offline and online; what kind of enterprise-level eCommerce solutions can be built, how to sell better in marketplaces and how to predict online sales through analytics etc. These are learning areas that many businesses across industries can benefit from.”

From building commerce applications to providing support through data, analytics, content and media, WPP’s various agencies, including GroupM, Kantar, VMLY&R, Wunderman Thompson and others provide standalone services where needed and can come together where required. By working closely with many of the leading marketplaces, platforms and technology leaders, WPP agencies are able to provide a simplified offer for our clients.

According to Srini, “eCommerce has the benefit of reach as they are able to expand to locations that traditional businesses are less able to. With the internet and smartphone penetration continuing so strongly in India, there are significant opportunities. Also, as more consumers get used to digital payments and experiential shopping, companies can reach out to them easier through online marketing campaigns.”

However, the challenges for marketers are more to do with staying abreast of all the changes in this space, he said.

The growth through ‘festive season sale’ is commendable but it is said it is not a good sign for the rest of the year. It is also said that this problem is created by the category itself, which acquired consumers by primarily offering discounts.

When asked if eCommerce players have started taking this into consideration because it is hampering their non-sale period business, he said, “It boils down to understanding the characteristics of Indian shoppers. Indian shoppers actually have certain preferences; for example, they purchase within different categories with different mindsets and their shopping behaviour has already evolved to moving beyond price and discounts.”

A recent Kantar eMarketPulse report showed that consumers now want to have a one-stop solution for all their needs and more variety. Srini said that eCommerce players would have to focus beyond discounts and look into product quality, which is highly valued.

“We are also seeing consumer trends around experiential shopping and it is important for players to cater to this. Indian shoppers also have a growing need for wellness and premium products, which will lead to good volume growth,” said Srini.

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