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CupoNation consumer survey, 20131
TALKING POINTS
 Why are we talking about online shopping?
 Growth & Drivers
 What are the current issues still to be so...
WHAT IS DRIVING ONLINE SHOPPING IN INDIA?
High Internet growth
• Highest internet traffic
growth globally to
reach 348 mil...
WHAT KIND OF GROWTH ARE WE TALKING
ABOUT?
108
302
543
930
1355
2054
0
500
1000
1500
2000
2500
2005 2007 2009 2011 2013 201...
WHY ARE CONSUMERS SHOPPING ONLINE?
Convenience & choice
“My son told me about this website, I get them delivered at a
reas...
WHO IS SHOPPING ONLINE?
6
Deal seekers
Now I save at least
30% every weekend
due to deals!
Luxury buyers
The desire for lu...
WHAT ISSUES DO THEY FACE WHILE
SHOPPING ONLINE?
 Trust
 Lack of a touch experience
 Noise: Choice dilemma
 Disaggregat...
INTRODUCING CUPONATION: HOW IT HELPS?
 Direct and faster free
access to codes for multiple
stores from the homepage
itsel...
WHAT HAS CUPONATION DISCOVERED?
0% 50% 100%
India
Brazil
Italy
France
70%
73%
87%
89%
9
Shopping online 1-5 times a month
...
HOW MANY WOMEN ARE SHOPPING ONLINE;
HOW FREQUENTLY?
1010
# of times shopping in a month
73%
19%
3% 5%
1-5
6-10
10-15
Over ...
WHAT ARE INDIAN WOMEN SHOPPING FOR?
11
Online shopping product categories
76%
16%
8%
Fashion
Electronics
Entertainment
Top...
OTHER ONLINE STUDIES CONCUR
12
From Google’s women on web study
• Out of 150 million Internet users in
India: 60 million a...
WOMEN AND COUPONS?
13
81% 83%83%Women
& coupons
Total Base of women: India (370); Brazil (750); Italy (330)
0 10 20 30 40 ...
HOW IS CUPONATION WORKING FOR INDIAN
WOMEN?
Sept, 2012
• CupoNation starts PAN
India operations from
Gurgaon
• CupoNation ...
CUPONATION’S WOMEN’S DAY CAMPAIGN
15
Key success factors
 Celebrated International
Women’s day on March 8, 2013
 Offered...
ARE YOUR EXPERIENCES DIFFERENT?
 Let’s discuss!
 Find CupoNation India on Facebook, Google+, Twitter
16
APPENDIX
17
STUDY METHODOLOGY & LIMITATIONS
 Methodology:
 Internet based survey conducted in 4 countries globally
 Sample size tot...
INTRODUCING CUPONATION: HOW DO WE
HELP?
19
33% Indians purchase
most frequently from
websites which allow
them to select p...
INTRODUCING CUPONATION: HOW DO WE
HELP?
20
Easy choices;
Expert
recommendations
•Multiple segments
•Varied options
•Simple...
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Cuponation survey india aug 2013

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Cuponation survey india aug 2013

  1. 1. CupoNation consumer survey, 20131
  2. 2. TALKING POINTS  Why are we talking about online shopping?  Growth & Drivers  What are the current issues still to be solved?  Inhibitors  Introducing CupoNation  CupoNation survey, 2013  Overall results  Segmental results: women  How is CupoNation addressing the segment needs? 2
  3. 3. WHAT IS DRIVING ONLINE SHOPPING IN INDIA? High Internet growth • Highest internet traffic growth globally to reach 348 million by 2017 • 138 million in 2012 • 3G penetration growing at a CAGR of 60% (2013-2015) • Fastest growing segment 25-35 years Consumer behaviour • Gen Y Device ownership: 79% students owned a mobile phone, 75% a PC • 40% spent over an hour on Internet daily • 50% use reviews from SNS • 76% do product research online • 80% want to buy online in future Industry push • Low real estate required to set up online operations • Online seen as the “ next mall” and presence considered necessary • E-tailing industry received a over USD 300 million total funding in 2011 3 Source: Cisco, 2013; Economic Times, 2013; TCS consumer survey 2012; Nielsen,; Juxt consult; Techgig
  4. 4. WHAT KIND OF GROWTH ARE WE TALKING ABOUT? 108 302 543 930 1355 2054 0 500 1000 1500 2000 2500 2005 2007 2009 2011 2013 2015 E-commerce sales, USD mn 4 Source: Euromonitor, McKinsey, 2012; Indian online retail industry will grow from Rs 32 billion in 2012 to a projected revenue of Rs 100 billion in 2015, a CAGR of 45%-48% Source: CRISIL, Economic Times, 2013; Press Companies have either launched e- stores or are mulling over that option. It's become top priority, more important than perhaps opening a store in the new mall- Bata India, VP
  5. 5. WHY ARE CONSUMERS SHOPPING ONLINE? Convenience & choice “My son told me about this website, I get them delivered at a reasonable price. Many of my kids’ books are available only in Delhi. So, rather than travelling, we order them online” Discounts “Plus, it's often cheaper to buy online. I'm definitely going to be a regular on their site” Private space & lack of intimidation “Even in a multi-brand departmental store, I find buying lingerie uncomfortable and asking for different types of products is not easy” 5 Source: Web search
  6. 6. WHO IS SHOPPING ONLINE? 6 Deal seekers Now I save at least 30% every weekend due to deals! Luxury buyers The desire for luxury brands is fast spreading outside of Bombay and Delhi Convenience seekers I can even specify what time I want the goods to be delivered home Experience seekers It’s the simplest way to excite your visuals and make sure you indulge. Loved how they packaged the dress and sent it It offers the best of Indian natural hand crafted products while simultaneously providing livelihoods to rural artisans Ethically conscious Niche groups Only Flipkart has managed to supply me with Manga, Japanese literature, that's otherwise difficult to find Source: Web search; Interviews; Blogs
  7. 7. WHAT ISSUES DO THEY FACE WHILE SHOPPING ONLINE?  Trust  Lack of a touch experience  Noise: Choice dilemma  Disaggregated information and offers  One size fits all  Hidden costs  Inability to bargain  … 7
  8. 8. INTRODUCING CUPONATION: HOW IT HELPS?  Direct and faster free access to codes for multiple stores from the homepage itself  Studies reveal: 33% Indians purchase most frequently from websites which allow them to select products from many different stores (Websearch)  Top 20 deals of the week with ‘deal guru’ recommendations for easy choices  Retailer ratings associated with products  Newsletter and social media (Google+/ Facebook) updates with must-have offers  Information, codes available across various categories of products (e.g. travel, lifestyle, food etc.)  Special events/ bargain offers and codes for different segments (e.g. Father’s day)  Not adhering to one-size fits all philosophy Clutter free design with direct access to codes Direct information for various segments Simplified choices with expert recommendations 8 Sources: Nielsen, 2011; Team analysis
  9. 9. WHAT HAS CUPONATION DISCOVERED? 0% 50% 100% India Brazil Italy France 70% 73% 87% 89% 9 Shopping online 1-5 times a month Base: India (600); Brazil (930); Italy (390); France (190) Question: How many times in a month do you shop online? Number of times Indians shop 70% 22% 5% 3% 1-5 6-10 10-15 Over 15
  10. 10. HOW MANY WOMEN ARE SHOPPING ONLINE; HOW FREQUENTLY? 1010 # of times shopping in a month 73% 19% 3% 5% 1-5 6-10 10-15 Over 15 Demographics: Age groups 43% 46% 11% Upto 25 25-35 Over 36 62% 85%81%Women shoppers Total Base of women: India (370); Brazil (750); Italy (330)
  11. 11. WHAT ARE INDIAN WOMEN SHOPPING FOR? 11 Online shopping product categories 76% 16% 8% Fashion Electronics Entertainment Top 5: Favourite online destinations? Total Base of women: India (370); Multiple answers allowed 11
  12. 12. OTHER ONLINE STUDIES CONCUR 12 From Google’s women on web study • Out of 150 million Internet users in India: 60 million are women • 75% of the women under 35 years • Fashion biggest category (Skin care 72%) • 80% recommend purchases to others Sources: Websearch for Google’s women on web study, 2013; The Economic times, 2013 it is heartening to see that the women user base is also increasing rapidly…it is clear that Internet is empowering Indian women with easy access to information and helping them to make more informed decisions in their day-to-day life- Google India In India, e-commerce has primarily focused on men on the assumption that women don't buy independently. These sites (online lingerie prove that women buy for themselves and take decisions when products and experiences are tailored for them- Kalaari Capital
  13. 13. WOMEN AND COUPONS? 13 81% 83%83%Women & coupons Total Base of women: India (370); Brazil (750); Italy (330) 0 10 20 30 40 50 60 70 Search Engines Newsletters Blogs & SNS None How do you search for coupons or discounts online? (% of total)
  14. 14. HOW IS CUPONATION WORKING FOR INDIAN WOMEN? Sept, 2012 • CupoNation starts PAN India operations from Gurgaon • CupoNation establishes a strong retail network (e.g. popular fashion retailers like Jabong, Myntra, Zovi etc.) • Strong online presence built for easy discoverability Jan, 2013 Feb, 2013 • Special event offers launched • Multiple retailers involved in discount options for occasions • International Women's Day, celebrated with "Celebrate womanhood by taking care of yourself" • Deals for feminine products • Family focus: Father’s day event celebrated by supporting children from SOS • Consumer survey for building ‘understanding’ of needs June, 2013Mar, 2013 14
  15. 15. CUPONATION’S WOMEN’S DAY CAMPAIGN 15 Key success factors  Celebrated International Women’s day on March 8, 2013  Offered special discounts and deals on feminine products  Launched ‘Celebrate womanhood’ and ‘keep yourself safe’ by promoting condoms for women  Focus on a social promotion: Promoted proactive measures for Indian women through promotion highlighting values like safety & liberation  Easy access to product codes: High discoverability and awareness building for feminine products directly on homepage Impact  2nd best media campaign results for CupoNation  Strong media coverage and awareness building  Blogger coverage highlighting innovativeness of campaign Launch and growth
  16. 16. ARE YOUR EXPERIENCES DIFFERENT?  Let’s discuss!  Find CupoNation India on Facebook, Google+, Twitter 16
  17. 17. APPENDIX 17
  18. 18. STUDY METHODOLOGY & LIMITATIONS  Methodology:  Internet based survey conducted in 4 countries globally  Sample size total: 600 (India)  Bloggers contacted proactively for survey  Time period of survey: June 2013  Limitations of the study:  The sample size was collected via non-random convenience sampling and thus may have a slight bias 18
  19. 19. INTRODUCING CUPONATION: HOW DO WE HELP? 19 33% Indians purchase most frequently from websites which allow them to select products from many different stores - Websearch I can easily find my favourite store coupons at Cuponation. Their exclusive coupons add a lot of value- Blogger Multiple stores, easy interface Easy accessibility Direct access to dealer codes for free!
  20. 20. INTRODUCING CUPONATION: HOW DO WE HELP? 20 Easy choices; Expert recommendations •Multiple segments •Varied options •Simple selection interface

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