The festive season in India has historically been a crucial period for all businesses with a substantial increase in demand across all product and service segments. Whether it is electronics, automobiles or clothing, or decor, consumers often plan new purchases in shopping sales from Rakshabandhan, Diwali, Dhanteras to other festivals till Christmas.
After two damp festive seasons caused by cautioned spending due to the impact of Covid-19, businesses across segments expect a massive jump in sales from September to December with subdued inflation and pent-up demand. To boost further sales, most businesses also streamline aggressive marketing campaigns ahead and during the festive season to offer attractive discounts and grab consumer attention and consideration.
The consumer durables sector especially awaits a massive boost in sales during the festive season as consumers invest in high-value purchases from both online and retail channels. As consumers generally purchase home appliances during this time for a variety of reasons, businesses need additional manpower to cater to this seasonal demand. This calls for the need to increase the size of the temporary workforce for varied roles across consumer durables, white goods, e-commerce, retail, and logistics businesses. This not only helps companies expand and optimize their supply chains but also elevates the delivery experience for consumers. According to the annual report by Indian Staffing Federation (ISF), the contractual workforce or flexi staff demand grew at a modest 3.6 percent in 2020-21. However, festive demand is expected to boost temporary employment by 25-30 percent in the next few months.
With increased demand across sectors, businesses in the consumer durables industry also face challenges with the recruitment and training of contractual workers during this period. Conventionally, businesses start preparing for the festive season a few months in advance by initiating the process of hiring for various roles such as in-store customer support staff, telecallers, inventory management, and last-mile operations. Businesses need the ability to scale rapidly with ease during this time. This needs allocation of massive resources whether time, money, or manpower to assemble a flexible workforce across locations, train them, and manage their productivity for the short haul. Moreover, an enterprise also needs a workforce management system to track, measure and manage outcomes generated by the temporary workforce.
However, these problems can be solved through tech-enabled services of on-demand work fulfillment platforms. With the advent of new-age gig platforms, businesses have the ability to easily and quickly ramp up or down based on demand. These platforms can fill seasonal business requirements and execute tasks of counter sales executives, field sales executives, telecalling agents, delivery executives, etc while maintaining productivity and compliances. The on-demand work fulfillment model enables businesses to scale rapidly, reduce fixed costs and ensure outcome-based payouts. A distributed gig workforce also enables businesses to boost their presence in Tier II, III cities of India to cater to large demands emerging from these areas. Not only this, businesses can also reduce the turn-around time during the festive season and provide cost-effective solutions. Whether hyperlocal or digital, gig platforms can carry out any type of work including business development, auditing, telecalling, last-mile operations, on-field sales and so much more.
The gig economy acts as a growth catalyst for the consumer durable industry where gig platforms provide on-demand, scalable solutions for all business needs on a temporary or project basis. The gig model has emerged as the perfect solution during the festive season that has helped companies assemble a workforce on-demand, reduce fixed incomes, manage end-to-end execution of the work via tech-led processes, increase profit margins and productivity, and double down on efficiency.
In conclusion, the festive season generates immense opportunities for enterprises to boost sales. However, a lack of pan-India workforce, untrained workers, or an inadequate workforce management system can have a negative impact on sales, customer experience, and even brand loyalty. To create a greater customer experience, businesses can leverage the advantages of the tech-led enterprise gig platforms for seamless scalability and end-to-end management of the entire work at hand.