Noor Patel, vice president, Amazon India: This festive season, we expect more than 80% of customers to come from tier-2 and beyond – Times of India


Amazon Great Indian Festival 2022 is live. It is one of the biggest festive sale of the year hosted by the platform in India. Every year, the Amazon Great Indian Festival has a few firsts and there are certain trends that set the mood of the event. In an interaction with Times of India-Tech, Noor Patel, vice president, Amazon India, talks about the key highlights of the Amazon Great Indian Festival 2022.
Q. What can customers expect from Amazon Great Indian Festival 2022?
With Amazon Great Indian Festival (GIF) 2022, we are excited to serve our customers with millions of sellers offering a wide selection of domestic and international brands, products from 2 lakh local stores, traditional artisans and weavers, and innovative offerings from various startups. This year’s festive season will be a bit more special to us as we return closer to normalcy. We look forward to welcoming our customers to the marketplace and enjoying the festivities. Amazon Great India Festival will offer customers the opportunity to shop from India’s largest selection across electronics, grocery, fashion and beauty, everyday essentials, and more. We are delighted to partner with leading brands to deliver products with speed and safety across all serviceable pin codes of India. We will continue to maximize seller and partner success and provide the convenience of shopping in eight regional languages along with English, while giving the option to also shop using voice.
Q. How is Amazon making e-commerce more accessible to smaller towns?
During the Great Indian Festival, customers can enjoy shopping on Amazon.in in English and 7 regional languages which includes Marathi, Hindi, Bengali, Kannada, Telugu, Tamil, and Malayalam. Since the time we launched a regional language shopping experience in Hindi in 2018, more than 50 million customers have shopped on Amazon.in using our regional language offering. Customers can also shop in Hindi or English using their Voice on Amazon.in Android app. This festive season, we expect more than 80% of customers to come from tier-2 and beyond to shop on Amazon.in.
Additionally, we launched an assisted online shopping service called Amazon Easy in 2015 targeted towards customers facing transaction barriers like lack of trust, lack of access to the internet, unavailability of payment instruments, or logistics coverage in underserved geographies. Today, Amazon has set up a network of close to 1 lakh Amazon Easy stores across the country –- consisting of exclusive stores that were setup for offering assisted shopping on Amazon as their core service and existing mom & pop stores, banking, and other e-governance touchpoints.
Q. What is this Diamond Program – is it specific for this festive season?
Amazon India has a rewards program called Diamonds, for the duration of the Great Indian Festival. While Bonus Diamonds have been credited to customers basis their past shopping on Amazon.in, they continue to earn Diamonds by shopping, watching free entertaining videos on miniTV, playing Games on Fun Zone & using Amazon Pay. Prime customers can earn twice the Diamonds compared to non-Prime customers for shopping. There are also several Amazon Pay partner offers that can be redeemed with Diamonds.
Q. What tech products are seeing customer acceptance?
Consumer Electronics & Personal Computing continue to be one of the most popular categories on Amazon.in. Over the last one year, we have seen more than 2X growth. And this is not just being driven by metros but also Tier II & III cities. With customers working/studying from home, we have seen surge in demand for products such as laptops, headphones, tablets, keyboards, printers and more.
We expect more customers to opt for hi-tech features and performance-centric electronics. We expect high customer demand for laptops, headphones, and speakers. In addition, with corporates adopting hybrid workplace model, we are a seeing a lot of traction for business/productivity laptops and Amazon expects to see a growth in monitors category and PC accessories such as mouse, keyboard, docking stations etc. to improve office like productivity at home as a use-case. Gaming continues to be a strong growth driver.
Customers have become more tech savvy when it comes to audio products. We have seen that the share of audio products with hi-tech features such as Noise cancellation, Dolby Audio share of speakers have increased this year in comparison to 2021. We are also seeing a rapid shift of customer preference to Truly wireless from Wireless form factor. With rapid economization of Truly wireless by audio brands, customers can get more technically advanced product at competitive prices.
Q. Scams related to GIF and BBD sales too have increased over the years, any consumer awareness activity you are planning?
Amazon ensures best product controls are implemented to safeguard customer interest. Our customer care departments are aligned to address anything suspicious and address common queries through our website Amazon.in or app so that customers are able to identify if there is an anomaly. They can immediately go on to our site or through the app to get their queries addressed.





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