2015 India Retail e-Marketing Research – Retail Marketing Initiatives that Work

1. India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart
All Rights Reserved © 2015 :: Octane Marketing Pvt. Ltd.
Sudhanshu Yadav
Associate Vice President-
India West
Octane.in
@sudhanshuy

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Research Participants:
80 retailers, industry heavyweights to ambitious start-ups. Our research team
analysed feedback received from CXOs, Directors, Presidents & Vice-Presidents,
Business Heads and Marketing Managers.
India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart

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Type of Retailers:
70% of our respondents being multi-brand retailers and the remaining 30%
representing single brand operations.
India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart

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Location & Reach: 55% of our respondents were from purely offline operations
and 11% from purely online operations.
India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart

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Key Brands
India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart

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India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart
Top Highlights
Print Promotion (77%) remains the top choice of retailers as their
preferred Offline Marketing Activity
Customer Acquisition still remains the Primary Marketing Goal of
India Retailers, with a 58% Retailers voting for the same.
Social Media is voted as the Primary Online Activity by 79% of
India Retail Marketers, a 30% increase over 2014.
More than 85% of India Retail Marketers vote for Email as an
important channel of their marketing Plan. Email Marketing
continues in the Top 3 Online Marketing Channel for Retail in
India.
72% of e-Commerce companies with turnover of Rs. 20cr to
100cr generate 30% or more of their revenue from Online
Marketing.
Keeping pace with the constant changes and innovation in IT,
82% of Retailers upgrade their technology within 5 years of
time span
95% Retailers said that mobile is important or very
important to them as they use it as their part of Marketing
Strategy.
Today, Shopping Cart Abandonment is an important issue for
all Online Retailers. Deploying simple Cart Abandonment
Program (CAP) increases revenue by improving Cart
Abandonment Rates. Yet only, 12% of India Retail Marketers
have deployed a Cart Abandonment Program currently.

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Primary Marketing Goals for Retailers: 58% of India Retailers voted Customer
Acquisition as primary goal, whereas with the rising competition in retail industry,
20% of retailers voted for Brand Awareness.
India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart

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Strategic Plans for this Financial Year: 59% of India Retailers wants to expend
their business & 49% wants to increase their product line.
India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart

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Using Online or Offline Marketing: 44% of the India Retailers, use mix of both
Online & Offline marketing activities.
India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart

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India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart
Importance of Email Marketing: 78% of e-commerce with Offline Stores say
Email Marketing is important channel for engagement.

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India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart
Online Marketing Initiatives: Social Media Promotions/Advertising (79%)
ranking at 1st Position, followed by Email Marketing (62%) at 2nd and Mobile
/SMS Marketing (59%) at 3rd position.

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India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart
Offline Marketing Initiative: Print Promotion is the top Offline Initiative of
Brick & Mortar Stores with Online presence and e-Commerce with Offline
Stores.

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Cart Abandonment Program: 12% of the retailers have implemented the cart
abandonment program, while 58% of the retailers don’t have any cart
abandonment program and 19% of the retailers said that they plan to use this in
the near future
India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart

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India Retail e-Marketing Study 2015
Modern Retail Engagement – Instant. Disruptive. Smart
Digital 1:1 has taken a defining leap: Email, SMS, Push notifications
Segment and Target : Welcome Program, Cart Abandonment etc.
Instant takeaways and implementation

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Thank you