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Brands going the digital way!
By siliconindia
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Wednesday, 07 July 2010, 20:03 IST
Bangalore: Brands can no more escape the effect of the digital world. Having the world at your fingertips and getting things home delivered through just a click is what the digital revolution has done to our lives. Online shopping portals like eBay, Indiatimes Shopping, Homeshop 18 and FutureBazaar have always been there. But what's new here is that renowned brands like Microsoft, Tanishq and Domino's are also going the e-way!
These reputed brands are now reaching the consumers by venturing into direct e-Commerce.
Calvin John, Brand Manager, Tanishq, said, "We appreciate the growing importance of the digital medium and have consciously chosen to embrace it. Today, our online consumers are hungry for information and driven by convenience. With Tanishq launching its online store, we intend to provide the latest happenings on the brand and provide consumers a convenient option for all their gifting needs when it comes to jewellery."
These kind of online stores help in reaching out to consumers across the world and look into their requests. People today are more and more tech savvy. With the increase in the number of internet users, it is a wise step to start an online store by the popular brands, which will only strengthen their reputation.
India, with its online population of 35-45 million, is one of the top 10 online populations in the world. Internet is fast becoming a powerful medium to reach your customer base. Commenting on the prospect of reaching consumers through internet, Dev Amritesh, Senior VP, Marketing, Domino's India, says, "The case for using online as a channel to reach target consumers is very strong. We also realized that to harness the full potential of this medium, we should go beyond just mere presence in our media mix and leverage it to make an additional sales channel."
The digital way also comes with many advantages like Tanishq presents its product catalog in three perspectives like a front shot, side view, and on a human model to get a clear picture to the consumer how it would look on them. The DIY PDF documents like finger ring sizer and chain sizer that can be downloaded provides consumers with the choice of returning the product within seven days of receiving it.
The prospect of e-Commerce is gradually taking off in India. One hopes that the digitization of the brands is beneficial to both the brands and consumers.
