Online Promotions: Exploring the emerging opportunity in Indian market

Nidhi Mathen and Abhishek

No WP2014-01-09, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: Online promotion has been employed by e-marketers to influence the shoppers during online shopping. In recent years, it has emerged as one of the promising tool in marketer’s arsenal to sway potential customers in Indian online shopping environment. In this paper, we examine the phenomena of online promotions, its impact so far and its promise as we go forward. The paper traces the origins of the concept and its evolution and progress in India. We outline its various avatars and manifestations and the typology that has emerged so far. The paper provides a sketch of strategies adopted, success areas, drawbacks and limitations observed, while also looking at some of the success stories across different approaches. The paper goes on to explore the latest trend of social commerce wherein e-retailers employ online promotions through social networking sites. This channelization of social context in the online buying process is making rapid strides in the Indian marketplace. The various models tried out by different e-retailers show that there is no universal road to success.

Date: 2014-01-29
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