This year was marked by a number of notable online sales, with the Great Online Shopping Festival being just one of them. Online retailers took individual measures and put in a good amount of marketing budget to attract consumers to their sites – Flipkart, Amazon and Snapdeal leading this marketing game on several occasions. Big Billion Day, Diwali Dhamaka, Flipkart’s Big App Shopping Days, Black Friday, Cyber Monday and now GOSF 2014, the list went on this year.
GOSF is considered to be bigger than all these sales because it is a collaborated festival for all online businesses – retail, travel, realty, financial services etc. Moreover Google, which is the organiser of this event, had an active involvement in marketing the event, and being an forum for all the listed discounts. But was this really a success?
What Google Says
Google says that it was. According to a statement the 3 day long festival saw a total of 8 million visitors in 3 days, and the response was better than the previous years. But if we put this in perspective with Google’s latest report on e-commerce in India, that says that the country has nearly 35 million online shoppers, the number of buyers during GOSF is certainly small.
As per an ET report, the site recorded a total of over 1.4 crore ( 14 million) visits including the earlier promotion period. “Compared to last year, the user engagement is up by 7 times,” said Nitin Bawankule, Industry Director, eCommerce Google India. This time over 450 partners across categories, as against 200 last year.
What Others Say
Although the retailers themselves haven’t come out with their data on GOSF, the affiliate networks did come ahead to share the response they got. We got data from Cashkaro, Pennyful, CouponzGuru, DesiDime, Shoppirate and MySmartPrice, and the general response has been that this year was much better than the last however the excitement among the consumers was still lower than expected. This is being attributed to the multiple sales that already happened in a short period of couple of months and Flipkart wasn’t even a part of the festival this year.
Some other trends that were seen this year
- Popular Stores – Amazon, Snapdeal, Myntra, Jabong and Shopclues stole the show. With Amazon leading the electronics race, and Jabong topping the fashion segment.
- Popular Categories – Electronics and Apparel continue to dominate the Indian e-commerce with some off beat sectors like real estate hitting off well in the online market.
- 299 Store - The INR 299 store did well. Although the consumers faced a minor hiccup initially as they were unable to avail the deals at the very beginning, the section functioned smoothly for rest of the season.
- Gender Segmentation - The percentage of males shoppers among total shoppers varied in the range between 75-80% Hence being the dominant of the sexes when it came to shopping
- Top Cities - Once again, a unanimous feedback has been that the most traction came from the metros Delhi, Bengaluru, Mumbai, Hyderabad and Chennai
This time hashtags
#72HoursOfCrazy and #GOSFOnSnapdeal did trend on Twitter, however most of the top tweets around the festival was by either the brands of their related partner agencies. Luckily there were no major glitches this year which would have made the consumers lash out on social media. Have Indian consumers matured now to these deep discounted sales? Here is a comparison infographic from data and creatives from Cashback providers Cashkaro and Pennyful.