CRITICAL ASSESSMENT ON ONLINE CONSUMER BEHAVIOR- KAPKIDS

ATACE TURTLE SERVICES PVT LTD,

BENGALURU

Graduation Research ProjectBy:

Rohit Kumar,PAT13MM24,

Masters of Fashion Management,NIFT - Patna

Objective Primary objective

• To suggest and develop growth strategies to strengthen “Kapkids”.

Sub objective• To assess the brand value on the basis of

sales data.• To improve conversion ratio• To asses reasons for high bounce rate• To be with current trends in e-tailing

Introduction Internet has become key ingredient of quick

and rapid lifestyle. Internet growth has led to decreased margins

for companies, as E-commerce space is one of the fastest growing segments.• Had led to more Consumers on internet for buying

goods and demand best prices. E-commerce space is one of the fastest

growing segments. The market size has grown from $600 million

in 2013 to $2.3 billion in February 2015.

Source: http://www.ey.com/IN/en/Industries/Technology/Re-birth-of-e-Commerce-in-India

Retail market size and growth in Indian market

Source: https://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdf

Healthcare 3%, Baby products 2%, Home and furnishing 6%, Electronics 34%, Beauty and personal

10%, Books 15% and Apparels and accessories

30%.Source: https://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdf

2014 was remarkable year for e-commerce as aggressive investments were made by Private Equity firms.

Ace Turtle Services Pvt. Ltd.

Are online service provider focusing on Omni channel retailing.

Delivers customized e-commerce solutions platform, comprised:• Technology, • Fulfillment, • Logistics and • Customer support.

Manage E-Commerce- Technology

E-Commerce Platform Management

Web Store

Digital Marketing

Customer Support

Payment GatewayImaging & Catalog Management

Fulfillment & Logistics

Merchandising

Ace Turtle Services Pvt. Ltd. Client Profile

Kapkids ( By KAPSONS )

Flying Machine Evok ( Hindware

Home Retail Private Ltd)

Brand (To capitalize on omni Channel

opportunities)

Ace Turtle

Mono brand online store, Market places, Brick and

Mortar Stores and Facebook Store.

Indian consumer behavior

High value oriented Portray complex behavior Not considered rational Variety seeker

Critical Assessment on Online Consumer Behavior and Suggestions for Improvement

Sales data: 2014

Source: Ace Turtle Services Pvt. Ltd.

15-25 26-35 36-45 45+ others0%

5%

10%

15%

20%

25%

30%

35%

40%

Internet IndiaKapkids

Source: https://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdfSource: Google analytic

Sales Data: Jan-march 2015 (with discount sales)

Source: Ace Turtle Services Pvt. Ltd.

In 2013, only 10% of the mobile users used Smartphones with e-Commerce conversion of 5%.

In 2015, 13% of all e-Commerce conversions today happen via mobile.

50% of the orders online are being placed through mobile apps

Source: https://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdf

Mobile commerce

Source: https://www.youtube.com/watch?v=iUBFbh-lhyE

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Traffic

Source in %

Source: Google analytics

Suggestion for improvements

Number of SKU’s for less popular brand need to be increased, as consumers seeks variety.

Need to concentrate of content marketing with frequent updates.

Suggestion for improvements

At present market every e-tailer are promoting to download their app.

Should do further research for app launch.

An ideal app should have more icons than words, which makes it appealing and keep customer interested with ease.

Source: https://www.youtube.com/watch?v=zkythQiw8qI

Ideal App for Kapkids

Reference PWC report 2015 Aditi Sinha, Sr. H.R. Manager, Flipkart Google Analytics Kapkids Similarweb Report by ATKearney Amazon.in Flipkart.com Snapdeal.com Jabong.com Myntra.com

Thank You