Rekha Chandu Lal's Blog

Wednesday, 27 January 2016

Book Namkaran and Cover page design

Ecommerce Unmasked

The name ‘Ecommerce Unmasked’ creates a sense of mystery and inquisitiveness 'what is the book about?'.

Of course, I created the name, after thinking of many names. I think the name is perfect, and would not want any other for my book.

‘Ecommerce Unmasked’ unmasks the real face of the consumer goods ecommerce industry in recent times. PR articles put out to support valuation talk about macro numbers of how the ecommerce industry is growing in leaps and bounds and multi-billion valuations at which funds were raised.

The unmasking reveals disruptive models, fraud, unethical predatory pricing, extreme competition, offline destruction, foreign funding, tax evasion, law breaking, and more.

Subtitle: Hidden secrets to fight online battles

Working in ecommerce is like fighting daily battles, there are no weekends, and the situation changes daily/ weekly/ fortnightly, just like formations change in a battle or war. Strategies have to be reviewed regularly; as the saying goes 'change is the only constant'.

Working in ecommerce requires constant attention, being always alert to the environment. Competition is fierce, almost all Indian vendors are present online, fighting for customers and orders.

Cover page design

First of all, I created and designed the cover page, all by myself. Hope you like the cover, which is actually an awesome red but looks a few shades towards pink digitally on browsers. The thoughts which went into the creation were:

The red cover page background indicates a loss making situation for ecommerce companies and offline channels. Cracks are starting to emerge like offline retaliation, government investigations and action with fines, and regulation.

A sinister figure is bringing in to India, a shopping cart of goodies represented by icons of sales, social media, customer parties, online and COD payments, couriers, and customer support.

However, the cart's frame is made of foreign funding, fear, marketplace unethical competition, unexplainable high valuations, fraud and cyber crime.

The cart is supported by wheels, who are customers and various service providers; they are happy and unhappy.

I raise a question - where is the Indian ecommerce management, regulation and government?

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ISBN 978-93-5196-892-4

Download Free 22 page book sample: https://www.goodline.in/books/7-ecommerce-unmasked-hidden-secrets-to-fight-online-battles.html

BUY

Pay Rs 375 online with Instamojo

2) Buy on Instamojo store with a Shopping Cart (can buy more than 1 book):

https://www.instamojo.com/rekhachandulal/ecommerce-unmasked/

3) Book offline or with Wallets on my site goodline.in https://www.goodline.in/books/7-ecommerce-unmasked-hidden-secrets-to-fight-online-battles.html

4) Kindle & book on amazon.in http://amzn.to/23Piu79 ASIN B00T0PEIAY

5) Kindle amazon.com http://amzn.to/1zPnUTA ASIN B00T0PEIAY

FOLLOW

Facebook page: https://www.facebook.com/Ecommerce.Unmasked

Author fanpage: https://facebook.com/rekha.chandulal.fanpage

Twitter page: www.twitter.com/ecommerceunmask

Twitter handle @ecommerceunmasked

Twitter hashtag: #ecommerceunmask

Monday, 25 January 2016

Case 29: Genie.com - oh master, where are you?

The curious case of absconding COD customers

Ecommerce companies trying to fulfill Cash on delivery orders of customers ordering expensive white goods online ‘just for fun’ but not taking delivery.

A new, large and well funded foreign eCommerce company wanted to enter the Indian market with a big bang. In the year 2013, India was already very crowded with eCommerce companies fiercely fighting with each other, and nobody was willing to part with a piece of the market pie.

Genie.com hired a top notch management consulting firm to devise an entry strategy.

Consultant: “Competition has a strong presence in metros and Tier-1 cities and has cornered those markets. It is easier to target less serviced Tier 2, Tier 3 cities and rural areas. However, they are more likely to order via COD than online payment.”

However, customers in those areas were new to eCommerce and proved to be wily.

Customer: “I have placed orders for heavy white goods online ‘Just-for-fun’. Genie, bring my goodies.”

Genie: “Yes master, your wish is my command.”

All the goods were efficiently packed into a truck from genie’s warehouse and shipped to customer addresses.

Genie (with a truck): “Dear customers! I have brought your HD TV, refrigerator, and microwave. Where are you?”

Genie called their registered mobile numbers and attempted deliveries a few times. Neighbours did not know about their existence or whereabouts either.

Genie camped under a peepal tree with the heavily laden truck hoping to spot his absconding customers.

Genie: “Two weeks are past, and I am still searching for them. They do not have bank accounts, credit cards, landlines or proper addresses, and may be away on travel. How can I find them?”

Review

1. eCommerce companies and sellers have been spending time and resources, and losing money, delivering such orders to mischievous customers fooling around with their genie.

2. They have put limits on order value to Rs. 7,000 for those areas (pin codes), also exiting refrigerators and TV categories.

3. The eCommerce company may be failing to verify addresses, their occupants, and mobile number ownerships.

4. How can a sense of responsibility be instilled in customers?

5. Will the government’s UID (Unique ID) project be helpful in eCommerce? UIDs are often a part of bank KYC data but KYC is not necessary as per the government.

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