Amazon India on Monday claimed that it has recorded a higher turnover during its recently concluded four-day Great Indian Sale fest compared to similar event held in January with 235% increase in new customer acquisition driven by purchases in the tier 2 and 3 cities across the country. During this sale, 35% of the purchases were made by the Prime customers. This growth for Amazon India came on top of an 85% growth for the e-commerce major achieved during the first quarter of 2017.
According to a statement issued by Amazon India, the company witnessed continuing growth in new customer acquisition with more than 500% growth coming from Tier 3 and Tier 4 towns like Singrauli, Alwar, Dholpur, Muzaffarnagar and Shivpuri. The sale held between May 11-14 saw sellers from 82 new pin codes receiving orders. Overall, sellers from 3,382 pin codes have received orders during the sale. Manish Tiwary, vice president, category management, Amazon India, said, “We are amazed and humbled at the response to the Great Indian Sale. It surpassed all our expectations in important areas like prime member subscriptions, new customer acquisition and has set new sales benchmarks.
The Amazon Great Indian Sale May 2017 resulted in most of our important brand partners witnessing large sales spikes of 8X to 90X led by fashion, consumer electronics, wireless and large appliances.” The growth in sale during the sale was also accompanied with a growth in purchases by Prime members. The Redmi 4A phone deal which was sold exclusively to Prime members was sold in under 45 seconds. Another deal on Apple MacBook Air also finished in minutes, the company said. Amazon India claimed that more customers bought a Prime subscription than any other product.
Prime is a clear customer favourite with unlimited free expedited shipping, early and exclusive access to deals, and unlimited video streaming, for an annual promotion fee of R499. It also claimed that purchases by paid Prime members has doubled since the Amazon great Indian sale in January, 2017. Perhaps Amazon India predicted the growth opportunity in India’s diverse geographical regions.
Its current TVC, Chonkpur Cheetahs cricket team during the current IPL season was timely. The fictional cricket team appearing from a small town touched the pulse of large segment of semi-urban regions of India, not much tapped by e-commerce companies.