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Fashion is the most important class in India’s e-commerce market, however Amazon is foregoing sales and opting for newer strategies similar to partnerships with manufacturers, introducing warehouses, and focusing on Prime.
When US-based e-tail big Amazon entered India in 2013, the entire world took discover – not solely as a result of India was a rising financial system, however as a result of India was already witnessing the expansion of a brand new financial system.
A bunch of entrepreneurs have been bringing in disruption in B2B and shopper web companies, led by on-line market Flipkart, cab aggregator Ola, digital funds platform Paytm, and SaaS biggie Freshworks (then Freshdesk) amongst others.
But Amazon was bringing in 20 years of first-hand information from its expertise in a number of geographies. When a veteran enters with billions in its kitty, it grabs headlines.
Four years later, Amazon’s journey in India has been certainly one of reinventing itself. Firstly, because of the nation’s legal guidelines relating to on-line retail, Amazon is following a marketplace-model in contrast to the retail mannequin elsewhere. In one other distinctive step for India, they offered a cash-on-delivery choice as majority of buyer base continues to be not snug with on-line funds.
Over the years, they opened big warehouses, initiated progressive programmes for their lakh-strong seller-base, and launched their flagship programme Amazon Prime final yr.
But there are a couple of fundamentals to find out about e-commerce. One is that fashion is globally its largest class, which additionally offers the very best margin. While the Flipkart-Myntra-Jabong alliance claims 70 % market share within the Indian on-line fashion market, Amazon has woven its personal differentiators on this class. In reality, the previous 12 months have been essential for Amazon Fashion as they expanded their choice, acquired new clients, and entered partnerships with high-end manufacturers.
In an interplay with YourStory, Arun Sirdeshmukh, Business Head, Amazon Fashion, recollects the web main’s efforts over 2017, and the rationale behind these selections – like the tie-up with Shoppers’ Stop, introducing warehouses for fashion, and conducting minimal discount-based sales.
“Penetration of fashion (in online retail) is about 15 percent. One of six products bought in the US and Europe is in fashion. But in these countries, e-commerce is 15-20 years old. So customers are more used to it there. In India, the e-commerce journey started only seven years ago, and we entered only four years ago. We are in the 3-4 percent for fashion e-commerce,” he explains.
Amazon has all the time based mostly its technique round its well-known “three pillars” – largest choice, comfort (quickest supply), and greatest worth. But Arun is all about particulars. He tells us what Amazon needs to tasks itself as, and how they are doing it.
Expanding the choice
Amazon claims that they closed 2016 as the most important platform for fashion.
“In 2017, we grew 50 percent in selection and added 300 new exclusive brands – including key brands like Mothercare, Marks&Spencer, and Forever21. Exclusives like GAP and brands like Van Heusen are available online only on our platform,” Arun says.
He claims that Amazon not solely carries the flagship for the model on-line, but in addition offers their largest and unique assortment – like Swarovski’s Confluence assortment and Arrow’s Smart shirt assortment.
Amazon added 50 % new choice in 2017. Through the “first on Amazon” programme, 50 manufacturers launch their new assortment first on Amazon, even earlier than their bodily shops. The record is about to broaden.
Amazon additionally launched the Seller Flex programme this yr by way of which Amazon can link stock that isn’t of their fulfilment centre.
Arun explains, “The inventory might be lying with the brand, or with the seller. But that inventory goes live as though we are carrying it. We have launched 300 FCs for fashion. For instance, Madura Garments (as a distributor) gives their inventory to our preferred partner Cloudtail. But Madura has a wider selection. So, we have linked their warehouse and have a wider selection for the customer. For fashion category, this initiative is important since we have a wide selection.”
This service is now obtainable in Mumbai, Bangalore, and Delhi.
A couple of months in the past, Amazon entered a partnership with Shoppers’ Stop, which provides them unique entry to SS’ personal labels and unique manufacturers. In reality, Amazon has already launched 150 of SS’s unique labels similar to Haute Curry, Kashish, Sanaa, and Rheson. This tie-up additionally provides Amazon connection to extra geographies.
Arun explains, “Now we are connecting through Seller Flex into their fulfilment centres. Our ramp-up in the East has been slower. The East has not been an open market for us, but now with the SS tie-up, their FCs carry the best of brands on our platform. So that inventory is available for Next-Day delivery.”
Amazon has not onboarded all SS manufacturers but, as they’ve to attach with their FCs. They additionally plan to collaborate with them in advertising.
Laying the bottom work with Prime and FBA
Amazon has 45 fulfilment centres throughout the nation. In reality, they’ve doubled capability to hold the stock in these FCs because the festive season final yr.
For fashion class on Amazon, there are two tags: FBA (Fulfilment By Amazon) and Prime, their subscription programme which was launched final yr.
Arun claims that the FBA tag will get the most important enterprise for Amazon, as the purchasers consider they may get the gadgets on time. (The FBA tag is given solely for merchandise which are mendacity both in Amazon’s FCs or their SF nodes.)
Prime contributes to one-third of Amazon’s deliveries. But its choice is dynamic, relying on the situation, as Prime guarantees supply in a day or two for its clients.
Arun elaborates, “If X percent of an inventory is Prime, it is a combination of where the seller and the customer are. For a city like Agartala, you will see no Prime tag. Because none of it is deliverable in a day or next day.”
Amazon goals to extend the extent of merchandise beneath Prime. But it’s a complicated activity. The Prime button exhibits you solely Prime gadgets when a Prime buyer switches it on. So for a buyer in Delhi, they’ve to make sure that their most popular choice is in Delhi on the similar time.
“Since we have the largest selection in fashion, it is a complex exercise to make good with Prime-enabled selection. Because we have to carry more in places of demand. In metro cities, it will be a significant number. Whenever a customer is browsing, we have a sense of the extent of the inventory that is Prime. So we work up from that through complex logistics and data mining exercises. Thus, Prime is a significant part of our 2017 narrative,” Arun says.
However, it’s too early to introduce Prime Wardrobe, Amazon’s experiment for its Prime customers within the US, which permits them to attempt merchandise (in fashion class) earlier than paying. It allows you to select Three to 15 merchandise to attempt on; it is advisable pay solely for what you need to hold, and return others in seven days by leaving them in a field outdoors.
But, as Arun says, it’s a complicated course of with stock from totally different FCs coming into one field and then returns going again to all these FCs.
“Prime Wardrobe is in beta stage in the US. We have to get better at Prime, and better at our wardrobe, and wait for data to tell us what works,” he provides.
In India, Flipkart-owned Myntra gives “Try and buy”, though their construction just isn’t as elaborate as Amazon’s.
Fashion is the quickest rising and largest phase for Amazon.
“Customers tend to find it easier to shop for fashion when they come on Amazon for the first time; 60 percent of our fashion shoppers come back and shop with us again at least within 12 months,” Arun says.
According to Arun, a survey that Amazon had commissioned with analysis agency IMRB – with 32,000 respondents throughout 200 cities – has discovered that over the past festive season, the primary single largest platform for fashion was Amazon, with 38 % respondents buying on Amazon.
“This makes us the largest by order-share platform in online fashion by a great margin. When we compare with multiple sites, we are neck-on-neck as a single platform. For several brands, we are the largest partner. Our vision is to be seen as the single most important, largest platform for fashion,” he provides.
There are 450 million Indian web customers; Amazon has 150 million registered clients. Ideally, do they want new clients or extra retention of previous clients?
“Gimmicks will tell new customers to come and shop with us because we have a deal; of course, we get new customers with that. But we already are the most visited site for e-commerce in India. One out of three users who come on Amazon check out fashion products. We would rather make existing customers shop more products, more often,” Arun says.
Amazon is tactful in its buyer acquisition.
Arun explains, “We are clear about what we are/want to be seen as. There are businesses that tend to be a lot more promotion-oriented. Customers go to them because of deals. But Amazon wants to be your longer-term partner.”
Although its rivals Flipkart, Myntra, and Jabong, has grand discount sale occasions virtually each month, Amazon’s methods are totally different. After all, e-commerce has to lure clients from offline buying first. Amazon needs clients to return to them as an alternative of going to a bodily store – even with out discount sales.
“If discount sale is the only reason for you to come to the platform; it will also be an easy reason for you to stop coming to the platform. We want you to come because we carry the best and widest selection, provide it you quickly, and allow easy returns. We are doing many other things to understand what makes you shop more. Personalisation is one of them,” he says.
However, he doesn’t deny that discount sales-events are necessary typically. Yet, Amazon has had just a few occasions this yr, in comparison with its rivals – the Amazon Great Indian pageant and Wardrobe Refresh sale.
The level to be famous is that each enterprise has its personal cycle. In the cell phone enterprise, new launches of enhanced variations of models grow to be an excellent purpose for clients to modify and purchase. In grocery, there’s a bulk buy sometimes made firstly of the month. But in branded fashion, which isn’t an on a regular basis buy, merchandise are extra seasonal and fashion oriented.
Arun elaborates, “In fashion, each season lasts about six months. You introduce new products through the summer and towards the end of summer you have to get rid of those. It tends to be more important where there is a weather change. In north India, you cannot but switch your wardrobe during winter as you have to wear layers and wool. In women’s wear too, when a style is trending, you have to be wearing it. We have to clear space and fill it up with the new (pre-ordered) inventory that is beginning to flow into warehouses.”
For Amazon, such occasions are a part of the flywheel.
“We want to get some other fundamental things right. In frequency of purchase and size of business, we have hindsight as a company. We have experience in the US, eight countries in Europe; we know the kind of frequency we can achieve,” Arun says.
In retrospect, 2017 was the yr when Amazon Fashion targeted on constructing the appropriate issues for their long-term plan. One amongst these efforts was Blink studio in Delhi, which was opened in September. Spread over 44,000 sq. ft. with a state-of-the-art digital imaging facility, the studio is first-of-its-kind in India and solely third of its type globally by Amazon, after New York and London. With 16 high-tech images bays, a big editorial suite, and video modifying amenities, the studio allows Amazon Fashion and its companions to supply top quality photographs for its fashion merchandise.
Arun calls this a long-term funding meant to make Amazon the chief in enterprise – in long run, not in a day or month. They are additionally working on a plan for an expertise centre. Although he didn’t give a date or location for the centre, he stated that it is going to be meant for pickups, returns, and getting the suitable measurement, and not touch-and-feel since their choice is just too massive for that.
According to Arun, it’s a flawed notion that Amazon is all about on-line purchasing.
“We believe that online is probably the most convenient way for you to shop. But, in that journey, if there are touch points that are offline, why not use them? We have launched the smart lock in the US. Udaan is a physical touchpoint. We have significant points for pick up instead of delivery. If the physical presence of any kind helps, we will do it,” he says.
(With 2 out of three new clients coming from tier-2 and tier-Three cities, Amazon’s Udaan programme – launched in 2015 – good points extra prominence. Udaan supplies assisted on-line purchasing for those that have by no means shopped on-line earlier than, by means of a bodily kiosk.)
New Year, new plans
Customer expertise and Amazon Prime are crucial methods the corporate needs to raised.
“We understand the customer experience in terms of browsing and looking for the product. That includes the visual aspect too: image quality, editorial content for recommendations like “top five picks in handbags” and “Get the look” – for what equipment go together with your outfit and so forth., offering worth breakup for valuable jewelry and so on.,” Arun says.
Additionally, for visible impact, Amazon will add extra options by taking a look at worldwide websites. Through usability research they’ve recognized the necessity to get higher with instruments and buttons in sure areas – like find out how to recognise a buyer for prime manufacturers.
Arun explains, “These are two different journeys: you shop in a mall, next day you are in a premium store. How do we find out if you are looking for a top brand? How can we recognise that your shopping is more brand-oriented and out of the vast selection you see, you have some brands in mind? In such situations, there is lot of work to be done.”
Amazon is but to construct on its personal model too. It is a comparatively new journey for them, and they are focusing on high quality, buyer critiques, decrease returns, and increasing the choice. So far, they’ve personal manufacturers solely in attire and footwear for males.
“We want to ensure that there is good repeat and customer acceptance – it is still a young journey. In 2018, we want to add more segments, and expand the selections for top brands,” he concludes.
Amazon’s rivals in India are targeted on profitability now. While Flipkart claims majority market share in fashion in addition to cell phones and electronics, the very fact stays that on-line fashion presents huge alternatives.
A current report by Facebook and BCG (Boston Consulting Group) has stated that from the present four % share in market, on-line fashion will develop to 11-12 % by 2020. It additionally states that on-line fashion in India will probably be value $30 billion by 2020, and that 2 out of three apparels bought can be branded ones (presently it’s lower than $7 billion).
Amazon is aggressive in taking a chew out of this pie. As its founder Jeff Bezos says, for Amazon it’s all the time Day 1. The coming yr is certain to see extra improvements in e-commerce from the veteran and its rivals.