October can be nicknamed as the festival month in the country. With people making plans and getting busy in the festival mode, eCommerce giants are about to launch giant festival sales like last year. After Flipkart and Snapdeal, US-based ShopClues, which recently touched a seller base of 250,000 is the latest online marketplace running a sale between 5th and 10th October, 2015.
Calling it as the “Biggest Thank You Sale”, ShopClues wishes to show gratitude to its customers by saying thank you as the platform has recorded 1 crore customers. The thank you sale will offer deals as well as loyalty points known as Clues Bucks, worth Rs. 1,00,000 for existing customers.
To create buzz about the campaign, ShopClues has rolled out a new TV ad campaign. Conceptualized and created by Enormous Brands, Mumbai, the TVC focuses on the common behavior that we humans often ignore or lack the urge to show gratitude to someone who has helped us. The one-minute video shows a sequence of incidents where the people in need of help simply ignore to say two little words – Thank You!
The ad ends with the voiceover saying that ShopClues is not like others, it wants to say thank you by giving jaw dropping deals and free Clues Bucks.
“Through the ‘Biggest Thank You Sale’, we want each one of those 1 crore shoppers to revel in the celebration with us! The new TVC rolled out by ShopClues endeavors to create a buzz around this sale so that customers can make the best of the deals and discounts on offer,” informed Radhika Aggarwal, Co-founder and Chief Business Officer, Shopclues.
On digital the brand has extended the same philosophy of thanking its registered customers. In a surprise initiative, the brand surprised three of its customers with a special amount. Called as the biggest winners, all the three customers received Clues Bucks worth Rs. 1 lakh. The customer expressions and the joy of realizing that it was a real effort from their brand, has been captured in an emotional manner in the below video.
Facebook and Twitter are busy sharing the videos and some conversations around #BiggestThankYouSale.
From this festive season, ShopClues expects to sell goods worth Rs.1,500 crore between October and November, nearly a tenfold increase over products sold during Diwali season in the previous year. The Gurgaon based company is also targeting an annualized GMV (gross merchandise value, or cost of goods sold) of $1.2 billion by the end of March 2016 on back of strong demand in lifestyle and home-kitchen category.
Like all other competing online marketplaces, ShopClues is expecting a lot from the festive season. #BiggestThankYouSale, the first initiative around the festive season has been well strategized. Though it is a promotional campaign, by adding the gratitude angle the brand is trying to form a bond with its customers, which isn’t a bad move.
Festivals are the time of celebrations. Adding a crore customers is also a moment of joy for the brand, which is being celebrated in a smart manner. The TVC without being preachy has been pitched right on how most of us ignore small things in life that can bring joy to others for their good deed but ShopClues isn’t one of them.
Alas! The social media promotions could have been better. Hopefully, we see more thank you conversations with fans on social networking platforms, as the festival season progresses.