Indian consumers today are spoilt for choice with the plethora of options available at the click of a button. The eCommerce growth story in the past few years has been driven by an Internet-savvy population. The influence of such developments on those who largely shop offline is beginning to take root, and this trend will continue in the future as well.
Significant change in consumer shopping patterns
According to a recent consumer analysis conducted by CouponDunia, there has been a significant change in the consumer shopping patterns in the first quarter of CY2015 as compared to first quarter of CY2014, i.e. Jan – March 2014. This data report is based on CouponDunia’s13.5mn visits in Q1 CY2015, i.e. Jan - March 2015.
Case Study: Consumer analysis by CouponDunia
In the first quarter of CY2015, CouponDunia witnessed an overall growth of 200% in traffic and 160% increase in the redemption of coupons. A major chunk of the eCommerce business comes from users in Tier II cities. Tier II has come to play a leading role, contributing generously to the growth of the eCommerce sector in the country.
Online shopping has grown exponentially in India. Cities such as Pune and Gurgaon contribute to 40% and 31% respectively to the overall shopping experience, leaving key metro cities such as Delhi and Bengaluru behind at 37% and 28%.
Pull created by mobile apps
Improved customer experience across all touch points and easy to use mobile apps have created a strong pull for people to opt for online shopping. We have seen an increase in mobile traffic by 430% alone and men contribute to 52.3% from the overall shoppers.
Movement in product categories
Another interesting aspect of the report was the movement in the product categories. While consumer electronic remained the favourite category in Q1 2014, it has shifted to mobile recharge in Q1 2015. Paytm has risen as the no. 1 choice for consumers to recharge their mobiles when compared to free charge that provides consumers value rewards and cashback up to equal value of their recharge. The rising penetration of smartphones and the convenience of completing transactions at the touch of a button are responsible for this unprecedented rise in conversion for Paytm. In other e-retailer categories, we have seen that Flipkart and Dominos continues to be the preferred destination for consumer electronics and food, respectively.
Some key findings:
User’s Favourite brands:
2. Dominos Pizza
Consumer Traffic: Tier I Cities
1. Delhi: 37%
2. Bengaluru: 28%
3. Mumbai: 16%
4. Hyderabad: 11%
5. Chennai: 8%
Top 5 cities in Tier II and III cities:
1. Pune: 40%
2. Gurgaon: 31%
3. Ahmedabad: 11%
4. Noida: 10%
5. Jaipur: 8%
Customers prefer mobile to access coupons
In terms of customer preferences, the first quarter of 2015 has seen a tremendous growth in usage of mobile devices to access coupons. Mobile is and will continue to be the biggest thing in the near future as the entire gamut of eCommerce moves over to handheld. Myntra is already App-only. This is a trend that will continue to grow.
Couponing is here to stay. Users not only want coupons, they *expect* coupons for everything. It’s slowly changing from a bonus to a requirement for the new-age customer.
Coupons offered by CouponDunia
Holding our position as a coupon destination, we have launched in-store coupons across 6 cities for 250+ brands and its 12,000+ outlets. These coupons are valid on stores like Skechers, Calvin Klein, Arrow, Lawman, Killer etc. User needs to download the app and show the discount code to the cashier in the store. The app, of course, also still provides you the best discounts for online shopping.
So, shop anywhere, but get the best discounts for shopping with coupons.