Vibhor Tikiya, partner at Zohraa.com, explains “‘When you are dealing with Indians, you’ve got to offer discounts’ A lot of people told us that. We however kept our focus on pricing our goods right. We believed in value, product quality and hence never offered irrational discounts on our products. We believe that the Indian customer is smart and he knows when vendors spike up the costs and offer discounts. We however decided to lower our margins for a day on really attractive products which make sense for our customer.”
“We aggregate the best products which consumers might be interested in buying and give them a window of a day to buy it. You miss it and it goes back to the regular rate. It is much akin happy hours when you’re drinking where you make your customers happy and high. The plan is to get the final customer high on the fabric and make him happy. The final objective of Zohraa is to keep the final customer happy and content.” says Pramod Rathi, partner and head of sourcing at Zohraa.
The products that are kept in the Deal Of The Day are selected after great care with stock in hand so that the site can meet the demand for them. When the concept was started, the first product generated more than 40 orders in a day which is quite substantial given that there are 15000 products to choose from.
Is there a particular segment that is being targeted with the Deal Of The Day concept. “No,” says Sanjeev Jain, partner and marketing head at Zohraa, “The concept extends to Anarkali Suits, Sarees, Salwar Kameez and Accessories. We should have the right product and we can make it work.”
Zohraa has a huge collection which is the forte of the website. They have products ranging from Partywear Sarees to Wedding Sarees to Casual Anarkali suits. It is a difficult job to choose the product which is just right for this concept.
“It is a difficult job,” concludes Darshit Hirani, Head of Technology at Zohraa.com “We believe we can get it right. After all, our vision is to make everyone’s wardrobe regal and we believe by giving them this window, customers will start the process of converting their wardrobe to a Zohraa one.”