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DOT CLUB-IBS HYDERABAD
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Sunday, August 13, 2017

Everything on demand

“Start where you are,

  Use what you have,

  Do what you can.”

With this motto in mind many E-commerce websites and applications have been launched in past one and a half year to help people sail through this concept of everything on demand. What does everything on demand mean? In simple words whatever a person requires he/she can get that from online sites and applications and on just a click they can place their order and within a stipulated time period enjoy the product once they receive it. So this platform has just made people’s life easier, happier and much simpler. The use of E-commerce websites comes with much ease in the context of their usage. People all over the world now know how to shop online and this has brought to the ease of using these applications and the Internet.

Technology has played a major role in E-commerce. The impact that tech-savvy customers are having on E-commerce world is not just stronger than ever, it’s faster than ever. Today people are inclined towards learning about the usage of new applications and wanting to use them thus increasing the usage of these sites. Gone are the days when people used to be scared in their own little world about not placing an order online due to security issues and risk. Nowadays people from all age groups are happily ordering things online on just one click.

You name it, they have it is the motto they follow. From clothes, groceries, medicines, food deliveries, to taxi services everything is just one click away. For clothes- Flipkart, Myntra, Jabong, Voonik and many more, for food deliveries- Food Panda, Zomato, Swiggy and many more, for taxi services- Ola, Uber, Meru, for medicines- MedPlus, Medlife, Pharmacy. Competition has increased a lot due to frequent entrants in this field. People are always confused from where to buy and hence consumer loyalty for one particular application is zero. People nowadays can compare the prices easily on various sites and then they make the buying decision. The lowest price offering site then wins the battle.

Technology and internet has taken away the business of retail sellers. Instead, technology today is helping customers keep track of their purchases, and altering the ways in which those consumers interact with online retailers. Brands no longer have to wait for people to come to a brick and mortar store but rather visit any site or that brand’s application and buy clothes from then and there itself. This all has reduced people’s interaction with outside world. These applications are beneficial but are they not making people phone bound or internet bound? The process of online ordering reduces time and is user friendly but the touch and feel option would be available to customers only if they go out in open market and explore the things they want to buy. Now, businesses can reach consumers everywhere. Even when customers aren't shopping, retailers can still be on their minds. The constant presence of a brand’s app on a customer's phone reminds him or her that that brand is out there, as an option. What’s more, location-enabled interactions, which deliver messages to customers who enter shops, are getting customers offline back into actual stores.

Today technology has reached its pinnacle because now even if we don’t carry our money along, we can store it in our phone in some app like Paytm or Freecharge. These applications have made people’s life easier and tension free. Looking into the recent example of demonetization when Rs 500 and Rs 1000 notes were banned, people who have Paytm used it immensely as it is a very easy to use app. In some unforeseen situations or circumstances technology has always helped people to maintain a proper balance in this economy. 

Why are people using everything on demand services? 

Because personalized customer experience is growing. The fact that consumers want personally relevant shopping experiences is nothing new. 

What is new?

It's the fact that technology is making personalization a  standard. These marketing techniques are becoming a popular method for those looking to build a loyal customer base. With the advent of mobile personal assistants, e-commerce sites are realizing that automated services no longer cut it.

To better serve customers, e-commerce sites are finding that they must adapt to the new customer service standards set by technological improvements. This means servicing customers on the various channels they have access to while creating different channels to expand their reach.

Brand websites, email, Facebook, Twitter and even Instagram are all being used by customers to connect with brands. So this is a vicious circle of everything on demand. First it will capture you with its ease and simplicity and then it will never let you go off its hook.



References:

1. https://www.entrepreneur.com/article/288149
2. https://www.theguardian.com/small-business-network/2015/feb/06/how-mobile-ecommerce-changing-fashion-industry

Note: The views expressed here are those of the author’s and not necessarily represent or reflect the views of DoT Club as a whole.

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