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E-tailers mantra for festive sales: Say no to discounts, not to lucrative offers


Even as e-tailers have made it quite clear that this year discounts are not going to be an anchor for festive season sales, nothing can stop them from incentivizing online consumers with easy EMI schemes, product exchange offers, exclusive products, maximum vendors and quick delivery.

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The Diwali quarter (which goes up to Christmas, and New Year’s Day) typically accounts for a majority of the sales at e-commerce companies, whose valuations are based on their ability to consistently deliver high sales growth.

Read: How online and offline players are gearing up for Diwali sales

However, this festive season is the most important in recent memory for Indian e-commerce firms as funding has remained a lackluster affair. This, coupled with the e-commerce FDI policy that has banned discounts by these marketplaces has raised concerns for e-commerce players in India.

Read: Vendors, not consumers, are centre of e-commerce strategy this festive season

What further hangs like an axe over the e-commerce players is the fact that without deep discounts, majority of the online buyers will not be interested in buying online. Since these companies, for far too long, have been attracting thousands of users with predatory pricing.

Now in order to stay relevant among online consumers, the fate of the Diwali sales by these players rest squarely on how much attraction the deals will have. Therefore, here’s a look at what is on offer by e-commerce biggies for netizens this year

 Flipkart’s Big Billion Days


When: October 2 to October 6

What’s on offer:

Flipkart is betting big on its product exchange programme and low prices to drive sales of large appliances such as televisions, washing machines and refrigerators for Big Billion Days.

The company has reportedly set a target of tripling its market share to 20 per cent of all LED TVs sold in India in October. It expects its product exchange programme to account for at least 30 per cent of all large appliance sales in October.

Read: Flipkart is back with third edition of ‘Big Billion Days’ sale

Ther will be wide product range on offer including exclusive partnerships with brands such as BPL Ltd and Vu Technologies Pvt. Ltd to drive an increase in market share in large appliances.

Apart from its product exchange initiative, Flipkart has readied a no-cost EMI payment option for high-priced items and product exchange schemes to persuade customers to buy more.

Besides, the company might come up with the Re 1 offer, a hit in the first BBD in 2014, to pull the consumers further.

Snapdeal’s Unbox Diwali Sale


When: October 2 – October 6

What’s on offer:

The Unbox Diwali Sale offers include upto 70 per cent off on major mobiles, electronics, home and fashions brands. An additional 20 per cent instant discount will be given on all orders above Rs 1,000 paid through Citibank cards (upto Rs 2000 of discounts per card).

The sale will also offer users the chance to upgrade their mobile phones by facilitating an exchange of their old phones for a discount on new phones in select cities including Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, etc.

Read: Snapdeal to take on Flipkart with Unbox Diwali Sale from Oct 2

In order to make aspirational purchases pocket friendly, interest-free EMIs from Bajaj Finserv will also be available with zero down payment and zero processing fee. The 3-6 months EMIs will be available on many electronic items including automatic washing machines, HD TVs, air-conditioners, furniture and more.

Th company will also have 24×7 live chat facilities in addition to support available through its call centres to provide shopping assistance to its customers. Additionally, there will be free shipping, 100 per cent quality check and extended returns period for orders shipped through SD Gold.

Amazon’s Great Indian Festival – Tyohar Bade Dilwala


When:October 1 to October 5

What’s on offer:

Just like Flipkart, Amazon has also readied an exchange programme for high-value items such as television sets and refrigerators.

Customers shopping on Amazon.in gest benefit from a suit of fast and guaranteed delivery services including one-day, two-day, same day, scheduled, Sunday and Morning Deliveries. And now with the recent launch of Amazon’s Prime membership program, Prime members get 30 minutes early access to Top deals during the sale.

Additionaly, as per a report, Amazon plans to financially incentivise the top 200 spenders among its sellers, wanting them to splurge at least three times more than the monthly average on advertising and promotions to attract customers.

READ MORE: Amazon.in announces festive sale ‘Great Indian Festival – Tyohar Bade Dilwala’

Ebay’s Loudest Diwali Ever


When: Unlike other marketplaces, Ebay India’s sales is not specified for particular days or weeks. Under the Loudest Diwali Ever concept consumer can avail offers until 31st Oct, 2016.

What’s on offer:

For the festive season, eBay has a line up of over 10 crore global products for consumers to choose from. The company has also come up with special discount up to 75 per cent across 2,000 product categories.

The company claims to see massive organic growth through these sales.

“We have invested in deepening and diversifying our product range, through the small and medium entrepreneurs in India or by bringing in supply from across the globe. This festive season we have over 10 crore global products on offer for Indian consumers,” VP and MD, eBay India, Latif Nathani told Indiaretailing Bureau.

Shopclues Diwali Sale


When: October 1 -October 10, 2016

What’s on offer:

ShopClues has partnered with CashCare Technology, a Mumbai-based fintech company for its Zero Cost EMI scheme that comes without any interest and processing fee. The Zero Cost EMI scheme will mean extra advantage and can be availed on products priced at Rs. 5,000 and above.

The financing offer is valid on purchases made till November 15, 2016 with Rs 500 cash-back on the first EMI payment.

The marketplace also plans to run a pre-approved sale, where a consumer can get the loan approved instantly and schedule the purchase later as per his/her convenience during the festive season.

With a credit limit of up to Rs 2 lakh, a customer can use CashCare to buy his/her favorite product from ShopClues and pay over the next few months instead of paying the full price upfront.