And, I was a bit surprised to see that Yebhi.com, a portal with a wide product range, had roped in well known actors Cyrus
Sahukar and Raageshwari for a TVC (television commercial) on prime time, and they explained how first time consumers could
shop online without any fear.
I enjoyed this commercial, and chuckled that the broader consumer community still did not understand the concept of
Try-n-Buy. And, while the e-retail industry grows, the consumer still has many concerns. For instance, the quality of the product ordered online, or the colours or variety of an item delivered, or simply skeptical of shopping online.
And, to address these concerns, as well as reach new consumer segments, e-retailers are increasingly employing
TVCs. The message of these commercials; shopping online is simple, and you don’t need to worry about the fit or suitability
of a product, as the Try-n-Buy concept takes care of that.
Yebhi is not alone. Myntra, a fashion portal, has a TVC on air these days and three youth consumers explain this concept
once again to first time shoppers.
“The television commercial has been developed keeping in mind the broad hesitation of consumers of shopping online. We have attempted to highlight that shopping online can be akin to the ‘old traditional’ style of shopping,” explained Nikhil Rungta, CBO, Yebhi.com. Clearly, the online space is going to witness a lot more excitement!
TRY-N-BUY IS AIMED AT SKEPTICAL SHOPPERS. MYNTRA’S TVC I ENJOYED, AS IT CLEARLY DIFFERENTIATED THE ONLINE SHOPPING EXPERIENCE. HOWEVER, YEBHIWAS FLAT.”