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JioMart sees jump in orders via WhatsApp

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In August last year, Jiomart and WhatsApp announced the integration of the online shopping platform via the social messaging app. (Photo: Reuters)

NEW DELHI: JioMart the online commerce play of Reliance Retail registered a jump in quarterly orders via WhatsApp apart from an uptick in active customer base, top executives at the company said.

In August last year, Jiomart and WhatsApp announced the integration of the online shopping platform via the social messaging app. The move aimed to provide an end-to-end shopping experience on WhatsApp, allowing shoppers to browse the JioMart catalog, add products to their cart and pay to complete purchases—within WhatsApp. The integration, first announced in 2021, was part of a strategic partnership between Meta and Jio Platforms. Meta is a significant minority investor in Jio Platforms.

“JioMart on WhatsApp which was the partnership that was announced last quarter that continues to do well. The active customer base is growing 37% month on month, so very strong growth coming there. The order value and the number of orders continues to grow, orders have now grown 9x since the launch. So, this platform is helping us really democratize WhatsApp reach to and the new customers who are otherwise not being able to shop on digital platform,” Gaurav Jain, head, Strategy and Business Development, Reliance Retail Limited said during RIL’s post earnings call on 20 January.

Jain said that JioMart did well during the three months ended 31 December; demand from tier two and beyond towns grew faster when compared to the metros.

Overall for Reliance Retail—digital and new commerce businesses continue to remain strong, daily orders have grown 30% year on year. Partnerships with kiranas and merchant partners have scaled up 70% year-on-year, the company said.

Reliance Retail is the country’s largest organized retailer with presence across categories such as consumer electronics, apparel, footwear, grocery, and general merchandise. Its digital and new commerce play includes both business-to-business online commerce platforms for consumers as well as business-to-business channels.

On JioMart, Jain said the platform expanded its catalogue 71% quarter-on-quarter—this is also helping in the greater contribution of the non-grocery category. “And a big part of that is also coming from the seller base which is getting expanded 83% on a quarter-on-quarter basis. These sellers are small, medium enterprises and artisans which are really helping us augment our product offerings in a very unique manner,” Jain said.

Meanwhile, during the December quarter the company’s grocery business led the growth—reporting 65% growth on a year-on-year. “Our focus on delivering a unique and improve customer shopping experiences is in place as we continue to premiumize our assortment, bringing more wider choice both from grocery as well as our non-grocery categories that has continued to also drive our average values across the business…On the digital commerce business, we saw a huge uptick in traffic. Milk Basket which is the subscription service that grew double over period as compared to last year as it extended its reach to 20 markets,” Jain said.

Within the grocery retail business—the company added 11 new fulfillment centres during the December quarter in line with its efforts to onboard a wider set of merchants and expand across geographies on the digital side.

Commenting on the overall operating environment, Jain said all of the retailer’s stores distribution, fulfilment and procurement centres, processing centres, offices, and facilities are operating at pre-covid levels of efficiency.“Customers have started to come back into stores for shopping. This being the first festive period post the impact of covid has been… we have seen a sharp rise in footfalls and during this quarter, we have seen over 201 million customers who have come into various stores,” Jain said.

Jain, however added that discretionary purchases were impacted in the month of November.

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The Drum | What Does The Growth Of Little Red Book Mean For Post-pandemic China?

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The Drum | What Does The Growth Of Little Red Book Mean For Post-pandemic China?

The shopping app proves that consumer confidence and community are key to a thriving business post-Covid, writes Michaela Zhu of Emerging Communications.

Little Red Book, aka Xiaohongshu, or more simply ‘Red’, is a leading Chinese social shopping app. With over 300 million users (and counting), western brands are taking notice – and with good reason.

Little Red Book first appeared in 2013. From modest beginnings focussing on female beauty products, the app expanded to help all kinds of global brands connect with Chinese consumers. Whether it’s holiday inspiration, university choices or luxury fashion, Little Red Book is now the go-to app for lifestyle content and shopping.

With a unique mix of social sharing, long-form articles, live-streaming and e-commerce, it’s a vital part of the Chinese social media landscape. What’s more: Little Red Book is the place for interacting with Chinese gen Z and millennial audiences. In July 2022, nearly 30% of Little Red Book’s active users were under 24 years. Another 40% of users fall into the 25-35 age bracket.

Discover how Little Red Book has transformed over the last few years, key trends, and how to integrate them into your China digital strategy.

How Little Red Book is changing post-Covid China

By 2019, Little Red Book attracted over 200 million users. Fast forward nearly four years, and the platform has maintained its grip on affluent Chinese consumers. It’s one of the few social media platforms where growth still exceeds 30% year-on-year. Little Red Book is here to stay, and in a big way.

This user growth has brought significant changes in content, especially as Chinese consumers adapt to post-pandemic life. Gone are the days when Little Red Book catered exclusively to beauty and fashion niches. Instead, people use the platform to make significant life decisions as well as day-to-day purchases. With content on entering high school, getting married and buying property (to name just a few), you’ll find almost every aspect of daily life up for discussion.

While the relaxing of Covid restrictions has brought drastic changes alongside feelings of liberation, there’s understandable uncertainty among Chinese Gen Z. Long-term lockdown life caused younger generations to pay close attention to their immediate environment. There’s a focus on simplifying their lives and recycling items, as well as yearning for distant places and global cuisines.

A related trend for Little Red Book is the growing Chinese travel industry. Unsurprisingly, the recent easing of travel restrictions resulted in a travel bonanza. For example, two billion trips are expected during this Lunar New Year period. These figures are nearly double the previous year’s and represent a 70% recovery on 2019 levels.

China branding: two essential trends

For content marketing in China, there are two major Little Red Book trends that any marketer needs to know. These are the recent surge in travel-related content and the shift toward new minimalism and ‘rational consumption’.

1. Exploring opportunities for the travel sector

With China’s international borders reopening, travel is no longer a far-away dream. Many Chinese visited their nation’s most popular cities during the pandemic years. Others opted for secluded opulence, spawning the growth of glamping as a trend. Indeed, this luxury camping culture saw ‘glamping’ searches on Little Red book increase by 746% during 2022.

In 2023, foreign countries are also a possibility. As a result, nearby destinations such as Tibet and Southeast Asia predict a strong rebound in the coming months.

Global brands such as Marriott Bonvoy are already capitalizing on these trends, hitting the mark with their China marketing campaigns. For instance, the 2021 Power of Travel campaign used 10 Chinese key opinion leaders to show how travel inspired their lives.

With influencers including Chinese gen Z creatives, families and business executives – the brand showed their relevance to the China market as well as inspiration for rediscovering ourselves through post-Covid travel.

2. Embracing minimalist and rational consumption

In the aftermath of an unprecedented pandemic and global economic downturns, people all over the world are simplifying and streamlining their daily lives.

China is no different, and its younger population has particularly embraced a minimalist mindset. This doesn’t mean stopping purchases completely, but instead shows a shift towards ‘rational consumption’.

Young people are especially shunning impulse purchase decisions, resulting in a decline in ‘hard selling’ and live broadcast sales events. This trend has worked in Little Red Book’s favor due to the platform’s focus on in-depth consumer reviews and trusted user-generated content. Put simply, it’s all about building confidence and community before purchases take place.

For more in-depth insights into Chinese social media trends, download our guide to getting started with Little Red Book.

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8 Core Disciplines for a Successful Social Media Marketing Strategy [Infographic]

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8 Core Disciplines for a Successful Social Media Marketing Strategy [Infographic]

Are you looking to create an effective social media marketing strategy? Want to learn the core disciplines you need to pay attention to?

The team from MDG Advertising share their social media tips in this infographic.

They break things down as follows:

  • Strategy
  • Auditing
  • Technology
  • Paid media
  • Content development
  • Customer response
  • Compliance and risk assessment
  • Measurement

Check out the infographic for more detail.

A version of this post was first published on the Red Website Design blog.

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Five Ways To Make Your Startup Stand Out From The Competition

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Five Ways To Make Your Startup Stand Out From The Competition

Making your business stand out from others in a crowded marketplace is key to its success. High-quality products and services, a smart pricing strategy, and effective marketing are just the basics. The most successful entrepreneurs have a few extra tricks that separate their business from the rest of the pack.

Tell a strong story

Businesses need to do two things to succeed; be relevant and distinctive. As Steven Hess, founding partner at WhiteCap, explains, doing one without the other will lead to failure. “Being relevant on its own leads to a focus on price and an inevitable sublimation into the sea of sameness, and customers will not look for you,” he says. “Being distinctive without solving a problem leads to gimmickry and longer-term weakness. You have to do both, and one way of uniting the two is with a strong story.”

This could focus on the founder’s story, what led them to set out on their business journey, how they identified the problem they are solving, and how they are solving it uniquely. Stories can also be drawn from customers; how are they using your products or services? What problem does it solve for them?

“You also need to look at how your competitors are presenting themselves and then present yourself in the opposite way,” says Hess. “This will feel uncomfortable, and most businesses fail at this point. Why do ads for cars, financial services, estate agents, etc., look the same? It’s because most of us don’t want to stand out. We’re afraid to fail and be seen to fail. But if we are not being seen, being distinctive and solving a real problem, we’ve already failed.”

Focus your messaging on customer needs

A company’s messaging has to be focused on its potential customer’s biggest wants and needs. It should clarify what people will get if they buy from you, what transformation they will see, and how they will feel afterward. “Most importantly, it should communicate what people will miss out on if they don’t buy from your startup,” says business growth consultant Charlie Day. “When you shift your messaging from simply trying to grow a business and make money to focusing on your customer’s biggest wants and needs, the sales and growth will come, and it will set you apart from others.”

Target an underrepresented audience

This can be a powerful way for startups to stand out. “By focusing on a group that larger companies often overlook, they can differentiate themselves and appeal to a unique and untapped market,” says Vladislav Podolyako, founder and CEO of Folderly. “And by providing solutions to the specific needs and challenges of this audience, startups can establish a strong reputation and build a loyal customer base.”

For example, a fitness startup targeting older adults can stand out by offering specialized classes, products, or resources. By providing solutions to the physical limitations of older adults, the startup can differentiate itself from other companies, address the unique fitness challenges faced by older adults, and build a loyal customer base.

However, as Podolyako points out, this strategy must be carefully thought out. He says: “The startup may be associated with an older audience only, so you should work with PR agencies to get the positioning right and potentially think about creating a sub-brand.”

Differentiate your social media strategy

A unique voice and communication style will make you stand out on social media. However, it’s not just what you say but what you do that makes the difference. “If everyone is offering ‘how to’ tips on LinkedIn, create some short form behind-the-scenes videos. If everyone is doing special offers on Facebook, publish some tip-based stories,” says Catherine Warrilow, managing director of Daysout.com. “Make yourself accessible for customer support on the social media channels used by your audience, for example, via What’s App or Messenger.”

Respond promptly to customer calls

Making it easy for customers to contact you and get a response is vital for customer engagement and retention. Yet, businesses are surprisingly poor at answering their phones, listing phone numbers on their websites, and responding to voicemails. It’s a massive turn-off for customers, as a survey by global communications company Moneypenny revealed, with unanswered phone calls topping the list of consumer gripes, cited by 43% of respondents, followed by annoying hold music (35%).

Joanna Swash, Group CEO of Moneypenny, says: “Customers use the phone when they have an urgent or sensitive issue to discuss, so companies cannot afford to provide a poor call experience; business will be taken elsewhere. By mastering the art of call handling, businesses can keep their customers happy and loyal and boost the bottom line in the process.”

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