amitabh.kant@nic.in
Dear
Amitabh ,
Some
30 / 40 years back , there was a movie called :
"
Love is a Many Splendored Thing "
Starring
William Holden and Kim Novak
It
was very enjoyable
I
was reminded of it , by my today's blog below
Hope
you enjoy it
with
regards,
hemen
(M)
0 - 98,67,55,08,08
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
If
You cannot lick them ; Join them
CAIT
stands for Confederation of All India Traders
It has over 4.5 million retailers as its members
Till a few weeks back , CAIT
was opposed to e-commerce in retail trade
But when it realized that the
e-Commerce tide was unstoppable , it decided to join it !
Recently , CAIT General
Secretary , Khandelwal said :
" E-commerce is a
reality. We cannot be blind to it. Through ‘e-Lala’, our aim is to retain
consumers who were traditionally with brick-and-mortar outlets but are now
shifting away to online stores
We are being forced by
circumstances to get into this. We have to move with the times ”
By October 2015 , CAIT plans
to launch its own e-Commerce portal " e-Lala"
to take on the likes of Amazon / Flipkart / Snapdeal / Myntra etc
But unlike these existing
e-Commerce portals , CAIT does not have a war-chest of billions of dollars , to
> Set up
Fulfillment Centers ( Warehouses ) all over the country
> Advertise
online / offline , in a big way
But when you have 4.5 million
Fulfillment Centers ( of course small ) , spread all over the entire country ,
covering every street , then why do you need to build central warehouses ?
And when 10 million delivery boys / girls , deliver a
billion packages every day to millions of households , with a plastic bag /
card-box carton that reads " YOUR e-LALA DELIVERY "
, then why do you need to waste money on advertising ?
Now the bad news :
> How will
e-Lala control the quality of products being delivered by 4.5
million retailers ?
> How will it
ensure timely delivery ?
> How will it
ensure that Member-Retailers do not overcharge ?
> Existing
e-Commerce portals buy in bulk , directly from the manufacturers ; then offer
heavy discounts over the printed MRP . How will e-Lala counter this ?
> Today , barely 5 %
of the retail buyers , pay thru Credit Cards . 95 % pay in cash
If
e-Lala insists on advance payment using Credit Card thru a online Payment
Gateway , will this put-off buyers from using e-Lala portal ?
Again , today , almost all buyers pay " Cash
Against Delivery " to their neighborhood retailer.
They may not like to pay in advance of the delivery !
> To- day ,
buyers do refuse to accept deliveries for various reasons , such as :
# Wrong product or labeling or package size or brand
# Expiry date exceeded or about to expire
# Even , change of mind !
All
because , there is no online advance payment , and nothing is lost by refusing
!
> To-day , buyers
are even able to return the purchased goods to their neighborhood retailer , a
couple of days later.
And
the retailer usually accepts the " Return
" , in order to retain the
client on
a long-term basis - client whom , he knows personally !
This will
not be easy to duplicate in E-Lala ecosystem !
This is not to say that
CAIT's e-Lala experiment is doomed !
If anything , e-Lala would do
well to think through these issues , then provide answers thru a FAQ page on
its e-com web site
To help crystallize this
thinking , it may not be too late even now , for CAIT to host: TRUE / FALSE :
YES/ NO : MULTIPLE CHOICE : online
Questionnaires , on its existing web site
One questionnaire for the End-Consumers and another one for its 4.5 million member retailers
In today's " Dog it Dog
" world of e-commerce , one can neither dictate nor predict , a
competitor's actions
That kind of wishful thinking
just does not work
To stay two steps ahead of
the Competitors , you need to think and decide :
" What am I going to do this morning ? "
-------------------------------------------------------------------------------------
hemen parekh
25 July 2015
B2BmessageBlaster
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