Google’s Online Shopping Festival GOSF2013 is back and its big this time. GOSF started last year with a 24 hour format which has been extended to a 3 day festival this time around. Starting on 11th Dec 2013 and ending on 13th Dec 2013 also includes larger number of stores.
*** Updated on 13-Dec-2013. Due to overwhelming response from the online shoppers and the site getting crashed with the amount of traffic, the GOSF 2013 has been extended to one more day. It now closes on Saturday, Dec 14 midnight rather than Friday Midnight. The etailers are experiencing traffic like never before and most of the websites are having 10 times more traffic than the usual day!
The Great Online Shopping Festival (GOSF) was created by Google India on 12 December 2012 in collaboration with a number of Indian online shopping portals. The concept of the GOSF was that the online shopping sites would give heavy discounts for one day, in order to promote their sales. Google hopes for 20 million buyers during GOSF 2013
The concept of a one-day online sale originated in the United States, where many online shopping sites offer discounts on “Cyber Monday”, the first Monday after the so-called Black Friday, the day that follows the U.S. Thanksgiving.
The first Great Online Shopping Festival in 2012 was advertised on YouTube and via posts on Google Plus. For the event, Google partnered with a number of eCommerce sites such as Flipkart, HomeShop18, Snapdeal, Indiatimes shopping and Makemytrip, which would take part in the GOSF. The eCommerce sites created dedicated landing pages for GOSF. GOSF site engaged users through games and showing offers and eventually it redirected users to the dedicated landing pages of eCommerce sites to do the transactions.
According to critics, the first GOSF left some consumers a little disappointed as the discounts were marginal or nonexistent. Make of us expected the discounts to be in the range of Black Friday but turned out to be a disaster!
So whats in store for a customer?
Obviously the price factor. GOSF attracts more people into online shopping and this might give a much-needed boost for the eCommerce sector in India. As more stores are added this year, we can expect more discounts as well as better prices. We can get to know many more eCommerce sites of India. Most of the online shoppers knows about Flipkart, Myntra, Amazon but very few knows about babyoye, 10kya.com, beststylish.com, indianroots. This is one platform where the customer can explore different options and get a chance to try those. There is a need for an integrated online shopping experience. I hope GOSF can bring that integrated experience to the customers who shop online. He can shop by category and by retailer so that he gets to know the discounts and offers better.
Whats there for the online stores?
The increased website traffic, new user acquisitions and better sales, better revenues are the prime reason for conducting GOSF. Last year websites reported a positive traction from GOSF2012.
Jabong got very positive response from GOSF and experienced spike in traffic and conversion, Infibeam saw 300% increase in sales, Snapdeal experienced a jump of more than 60% in the daily traffic and a proportional increase in sales as well. Myntra witnessed many first time shoppers engaging in high value transactions and warming up to the idea of online shopping and experienced 150% jump in sales, Fashionara experienced 300-400% increase in traffic and lot of mobility on site, Caratlane witnessed 2.5 times increase in sales, Allschoolstuff experienced 300% growth in traffic & 100% transactions, GitanjaliGifts also experienced 5-6 times increase in sales on 12-12-12 compared to regular day sales, Zivame & Utsav Fashion also experienced lot of traction and traffic on their sites – reports iamwire.
One other reason the retailers pointed out is the customer acquisition cost being reduced. Most of the retailers experienced atleast 30% reduction in their CPA. GOSF provides more click-through opportunities and new visits with an increased bounce rate. GOSF website displays all the categories and retailers with their discounts which will attract non paid traffic.
Whats in it for Google?
As Google’s vision statement describes their mission to provide the world information fast and providing the best experience possible. They are attracting more people to online world thereby creating an ecosystem of online users. What this means is that there will be a lot of both small and big business trying to sell their products online.As more business come into the online world, the need to market the site becomes essential which means the e-commerce sites will rely on Google for advertisement and thus Google earns a lot of money!
The Google has selected the dates intelligently. 11.12.13 is an attractive date indicating also that the festival lasts for 3 days. Google India has also launched commercials as part of GOSF marketing. No Matter who you are, there is a deal for you is the tagline for GOSF.
Events like GOSF will be a much-needed boost for eCommerce in India. The success depends on the value that retailers are providing and the measure of success is the value that customers are getting from events like GOSF. This would be great for the ecosystem as well as more people will be interested in online shopping and good for customers as well because he might get better prices and add-on values.