Unboxing new possibilities with Snapdeal
Whenever a make owner asks me about a rebranding, the first thing that I ask is "Why modify?" and if the answer is every bit vague as "nosotros desire to modernize a footling chip" or "just to add some excitement dorsum", I tell them non to jump to conclusions only rather relook at the current business problems, rethink the strategy and so decide the path to tread. While a rebrand sounds fancy, a lot of things are at stake including a lot of coin, and it needs to be done, if at all required, very thoughtfully.
Indian ecommerce coming of age: The timing
At that place are around l million online buyers in the country at present and reports propose that information technology is set to grow to 100 million in the next couple of years. The ecommerce market itself is growing at around 45% YOY and is expected to reach U.s.$ 28 billion by 2020. So far, online retailers take been communicating around deals and discounts and trying to educate the Indian consumers nearly the benefits of shopping online and as well trying to accost their concerns like security. Still, the market place is evolving with changing times. So while fast deliveries, discounts, render policies and functional benefits are there, brands will take to offering something of college order, and then that they can stand out.
In the light of these aspects, rebranding seems apt. Information technology is an attempt to engage with the new 100 1000000 buyers on Snapdeal. Amazon, over the terminal year, has been hammering with its "Aur Dikhao" entrada, establishing itself as the platform with the widest variety. Its recent entrada "Apni Dukaan" plays purely on emotional quotient of trust and familiarity. On the other hand, the bigger competitor Flipkart is still trying to gain consumer loyalty by assuring accurate products and promising prompt commitment—playing on the functional side of the loonshit. The time was ripe for Snapdeal to accept an emotional road—to occupy and own a space in the minds of the consumer. It is the emotional payoff which boosts the top-of-the mind call up value, which is critical when a consumer shops online as every ecommerce histrion is offering nigh the same product line. Plus coming just before the festive flavor, which is the nigh profitable menstruation for the category, the timing couldn't have been better.
The insight
With the rebranding, Snapdeal is trying to reconnect to the aspirational consumer base in Republic of india afterward afterwards the Amir Khan starrer "Dil ki Bargain" campaign died out mail service the intolerance controversy. The Snapdeal Blog explains how, for them, each product that the Indian consumer buys on Snapdeal is much more than a transaction; in fact, more of a progress to an upgraded lifestyle.
I adore the style it has touch-based on the biggest moment of truth for their consumer—when they receive the delivery box and open it. This unboxing brings in an immense delight, sometimes radically changing a key aspect of their lives for meliorate. While this could be truthful for any ecommerce histrion, being the first 1 to merits this territory is commendable. The idea is to own this space in consumers' minds.
I believe the new tagline "Unbox Zindagi" captures the emotions of the aspirational Indian—who wants to break free from shackles and live to the full potential. They believe that the best function of their lives is yet to come. Their dreams are based on not where they come from merely where they can attain. Snapdeal is positioning itself as their partner in their journeying to unlock their truthful potential.
At a time when Amazon with its "Apni Dukaan" campaign is trying to make people experience at home and radically changing the firangi visitor perception, Snapdeal is besides putting its best foot frontward to connect with the Indian consumer, staying as close equally possible to their heart.
The blueprint and bear upon
Rebranding of these sorts are not limited to just an identity alter or a tagline modify. An entire make identity system needs to be developed then that the logo, the app, the website, the user experience—all of them talks a similar linguistic communication. And and then is the case with Snapdeal—the unique shade of red, vermello is found at each and every consumer touch-point. Even the commitment boxes, the van and the delivery boy compatible have the new logo and vermello colour. Kunal Bahl, cofounder and chief executive officer, Snapdeal claims that every aspect of the business is going to change—fifty-fifty the customer service.
From a brand designer perspective, I feel that the logo could take been more than thoughtful. The logo has two arrows forming a box, indicating progress, onwards and upwards. Nevertheless, the way I come across information technology, having a bigger arrow pointing backwards and downwards is definitely NOT a sign of progress. Plus twitter has been flooded with people recollecting similarities with other logos. Whether information technology unboxes new opportunities for the brand is withal to be seen.
This is a classic case of fascination of cash-rich Indian companies of getting the pattern done by an international agency even though the Indian design firms can do an equally adept task, if not better.
However, a mere modify in the identity will not help. Survival in this utterly competitive ecommerce space will need a thorough understanding of the pulse of the Indian consumer and innovations in the aforementioned context. Snapdeal is trying to stay relevant and this rebranding practice is only an try to do so and even tap newer audience.
Source: https://packagingsouthasia.com/zarchive/rebrand-to-refresh/
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