Festive Schemes: Viagra for Retail

Demonetization and GST put a spanner on desktop and laptop sales; will festive schemes impact a turnaround?

Till few years back, finding branded PCs or a loptop in tier-2 and -3 cites was nothing less than a novelty. If a person wanted a laptop from brands like Apple, Lenovo, Dell or even HP, he had to travel not less than a few miles to get his desired laptop or PC. And if some problem cropped up within a few days of purchasing; it used to take at least a month or two to get those problems resolved fully. But today in this world of hi-tech 2017, where companies are competing to make diameter of the world small everyday; the reach is no more a constraint for any IT company. Today, all branded PCs, laptops and mobiles are available in so called smaller markets.

This decent availability of IT products in every corner of India, the challenge always remains to attract more and more footfalls in the retail counter. One the other hand, when the festive season starts, the fight gets double between retail partners and e-commerce companies to attracts more and more customers

Retail Market is attracting customers with schemes launches this festive season. Retail Partners and vendors are all set to capitalize on festive bonanza by several discount and free/assured gifts offers for end users. However, it would be interesting to know whether festive schemes are turning good or not in terms of sales and revenue. Channel partners who are biting their nails on unbelievable discounts and offers by E- Commerce companies, have something to comment on festive schemes.

Retail Market in North India

Talking about the Retail Market in Delhi, there are approx 3000 retailers in Delhi. Partners and dealers help market to deliver powerful solution and services to customers while speeding the revenue which also open more doors, close more sales and market share.

Delhi based SSDN Technologies headed by Himanshu Gupta deals in consumable and Hardware such as Laptop, Desktop, Mobile etc. Heading 3 outlets in Delhi, Vishal says, “Schemes help us to capitalize the opportunity of festivals and to increase the sales of products”. With this festive season we are expecting a good growth although there is a downfall in the market around”.

SSDN Technologies always launched several schemes many festive schemes. The upcoming festive season, Company is bringing extended warranty schemes, which is primarily driven by Vendor and also so many shopping vouchers, O%EMI scheme and damage warranty. The core objective of these schemes is to capitalize this opportunity of festivals and to increase the sales of their product .This year expected growth is around 20% to 22% for this month with the introduction of festive schemes.

Talking about the average foot falls, SSDN have average footfalls of 100/ day which increase 30% during the festive time. “At the time of festive season, we have around 60-70 unit average closer per day” Vishal added.

Another Retail Giant, Future IT Zone based in Ghaziabad has variety of multiple brands in Laptop and desktop majorly deals in Acer and Dell. Owing 2 showrooms in Ghaziabad and Sahibabad, Future IT has brought lots of attractive offers for Customers.

This festive season, Company is offering its own festive scheme of free accessories with every purchase of unit. One the other hand, the vendor’s scheme includes extended warranty.

Tarun Kumar from Future IT zone said, “We earned only customers and thus we have widest range of products.  Schemes really help in generating sales and also increase customer base.”

According to the company, the sale of laptop and desktop has increased as the foot falls of business personals increased. “Now every business person has to file the tax every month that causes the increased demand of laptop and desktop. We hope this festive season, the demand will go up”.

Talking about company’s marketing and branding strategy this festive season, Tarun added, “My strategies are very different from others. I prefer the festive seasons to advertise through flex boards, holding and outdoor activity, and heavy discounts during festive seasons.”

Chandigarh is one of the biggest retail markets that open the doors for all major cities to Punjab and Rajathan.

Sahil owner of Chandigarh based Prem Sons says in a world of neck to neck competition, festive schemes are essential to retain customers. However, overall business of partners remains same. Only thing is such offers help them to close orders early.

Dealing multiple brands in laptop, desktop and mobile including Apple, Prem Sons offering attractive schemes on this festive season. The retail outlet attracting customers by offering 2 year extended warranty, coupon vouchers and free accessories.

During the festive season E- commerce companies also attracts more and more customers in their platform like Amazone’s The Great Indian Sale and Flipkart’s The Big Billion Sale. As a major shift of customers towards online, there are many retailers who are not only restricted to offline.

Keeping this in mind, Prem Sons also deals in online as they sell through PayTm. Adding into the same, Sahil said, As we all know, who e- commerce companies are dominating in retail market in every sector. We are sell through PayTm that gives our product maximum reach and visibility.”

Another retail outlet in Chandigarh Simit Technologies led by Chug, has brought the special gift package for customers in this festive season. In this package customer will get the combo packed with Wireless speaker, mouse, headphone and cleansing kit with every purchase of unit. Simit Technologies, who deals in 2 major brands HP and Canon have wide range of laptop, desktop and printers.

With 1k footfalls and 500 average deal closers every month, Simit Technologies is targeting 20% growth in this festive season.

“The offline retail market is now coming back on the track; we are focusing to increase the sale in this festive time. With the help of advertisement in news paper and outdoor branding, we enable our reach within the customers”, Chug Said.

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