Online marketplace Snapdeal is all set to bolster the Christmas and New Year focused sales with heavy discounting.
After facing the heat over its brand ambassador Aamir Khan’s statement on intolerance, online marketplace Snapdeal is all set to bolster the Christmas and New Year focused sales with heavy discounting. Domestic eRetailer, which suffered a backlash with its app uninstalled and down-rated by huge number of people last week will soon come up with its discount-heavy sales as per scheduled during the festive season.
As per Goldman Sachs, India's rapidly expanding ecommerce industry, which is projected to breach the $100-billion mark by fiscal 2020, triggered by increasing internet usage, discounting and investment by online retailers.
Snapdeal has however kept things on a lower not by distancing itself from Khan’s statement."There haven't been any changes to our regular business schedule over the past week, and we don't expect any wholesale changes either," a Snapdeal employee said.
Consumer confidence also seems to have returned in large doses. According to data tracked by App Annie, the Snapdeal app continues to rise up the ranks. On November 28, the Snapdeal app was ranked at 24 on Google's Play Store, higher than what it was ranked on November 21 and 22, days before its brand ambassador made his remarks. While it is yet unclear how many Snapdeal customers actually uninstalled the app, both Google Play Store and Apple's App Store were flooded with user comments down-rating the application last week.
The app now has an average rating of four on Google Play Store, denoting a sharp rise in approval, according to data collated by App Stats. This comes after about 25,000 users had given the Snapdeal app an average rating of 1 star (denoting the worst grade) out of five in the last two days, while also comparing favourably to an average rating of 3.7 stars the app was getting prior to November 24. "It was extremely ambiguous whether this issue affected Snapdeal negatively in the first place.
Nonetheless, everything seems to be back on course for the online retailer at the moment," said Karthik Srinivasan, head-social media at Ogilvy & Mather. The consumer approval also comes on the heels of the outpouring of support the Delhi-based company received from its peers, which have often been its bitter rivals in the past.
Defending Snapdeal on social media platform, Sachin Bansal, Co-Founder of Flipkart tweeted: “This is a flawed logic. Brands don't buy into brand ambassadors' personal opinions." In his other tweet he said, "Snapdeal shouldn't face this." Punit Soni, Product Head at Flipkart, also threw his weight behind Snapdeal, tweeting, "With you guys on this" and providing a link to Snapdeal's statement. Founded by Wharton alum Kunal Bahl and IIT-Delhi graduate Rohit Bansal in 2010, Snapdeal is valued at about $5 billion after its latest funding round.
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