Brands launch consumer acquisition strategies as pandemic declines sales

With the pandemic reducing sales to just 20 per cent month-on-month on their mono-brand sites, fashion and lifestyle companies are launching customer acquisition strategies like upgrading and digitally promoting their websites, negotiating better deals with logistics partners, creating warehouses and using their store network as hyperlocal delivery points, says an Economic Times report.

Brands are also investing in customer acquisitions. Vibhor Sahare, CEO. ANS Commerce says, businesses at mono-sites had grown by two-five times in the pandemic. Prior to the pandemic, volumes on mono-brand webstores were low, which made the companies unable to negotiate better rates from logistical partners, thus impacting their unit economics for online deliveries. Now, the unexpected increase in sales during the pandemic has helped them negotiate better rates from logistics partners.

Several brands have introduced their own apps or are planning to do so soon. Levi’s and Benetton are planning to launch their India brand apps early 2021. Their assortment offer will be exclusive and the largest on their own site and they will launch energy collaborations like Levi’s xBape or Levi’s x Snoopy first on their own site, says Sanjeev Mohanty, CEO-South Asia, Middle East and North Africa, Levi Strauss