Info-tech

Amazon India sees key offers driving sales of large appliances

Meenakshi Verma Ambwani New Delhi | Updated on September 17, 2018 Published on September 17, 2018

The consumer durable firms are expanding their entry-level ranges across products to woo buyers in tier-2 and 3 cities.   -  THE HINDU

Amazon India is focusing on increasing its large appliance play this festival season.

With a wider range of appliances and TVs and unified delivery and installation offers in key metros, the American e-commerce major is wooing consumers to buy large appliances on its platform.

Kaveesh Chawla, Director, Category Management, Amazon India said, large appliances have been among the fastest growing categories on Amazon for the past few years.

In preparation for the upcoming festival season, we have undertaken various initiatives that “we believe will act as critical purchase enablers and expect second half of the year to be even bigger for this category for us.”

Amazon India has ramped up the large appliances range to 6,000 products this year from about 5,000 last year.

Pre-purchase guide

Of this, about 200 products will be exclusively available on its platform. It has set up a dedicated customer care line to guide consumers on pre-purchase decisions.

Some other initiatives include offering unified delivery and installation program in the top ten metros, options to schedule delivery to buyers’ convenience, expanding its exchange programme to more cities, besides EMI options on debit cards.

“Not just the entry level products, but we are witnessing a strong growth even for premium products such as dishwashers, OLED TVs and side-by-side refrigerators. In fact, demand for large appliances is not just restricted to metros but is also coming from tier-1 and tier-2 cities,” he added.

As per industry estimates, the contribution of e-commerce sales to the overall consumer durables industry, still hovers around single digit. Though it can vary dramatically for each brand, considering some white good companies retail their products exclusively online.

However, with e-commerce companies such as Amazon now working in tandem with brands on the pre-purchase and post-purchase strategies, this contribution could see an uptick.

Exclusive launches

Saif Iqbal, GM, E-commerce and Online, LG Electronics, said, “we train Amazon’s customer executives on handling pre-purchase queries about our products and technologies. We also work closely on post-purchase aspects such as installations. At the same time, we believe there is a huge potential to leverage the platform, to gain key consumer insights to develop better products.”

Recently, LG India decided to launch its premium top load 8-kg washing machine exclusively on Amazon to gauge customer response.

Published on September 17, 2018
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