The e-commerce boom has attracted a new player Excluzen.com, a Delhi based company offering luxury brands on the web. Launched in Jan 2012, the company aims to offer exclusive, tailor-made and personalized experience to it's members.
The current size of e-commerce industry is $11.2 billion with 8-10 million transactions a year. A lot of international brands are providing their products and services in India through e-commerce channel. In November 2011 itself, 27.2 million online users in the age group of 15 above accessed retail category from home. The fact that nearly 3 out of 5 internet users shop online speaks volume about the impact & growth prospects of this industry.
Excluzen not only provides premium brands but also lays emphasis on experience that no other e-commerce portal offers, such as personalized charters, yachts or group and individual coaching with pro golfers around the world. Also, some of the offers which are solely made for excluzen members are not available under the respective brands.
Urvashi Bahuguna Sahay, CEO & founder, Excluzen.com said , "We don't believe in the word 'competition' . Excluzen is not a regular discounted portal. Even though online, it can customize and personalize services, right down to individual customer needs. The key target audience for us is HNIS, Corporate, SMEs, NRIs and Expats. Excluzen provides exquisite experience for the customers . Our major focus area is to focus Excluzen as the finest brand and lifestyle experiences on the web. We have roped in Perfect Relations for our media relations and Indiabulls for Digital."
The Marketing and ad spend for the company is 30-35 per cent of it's investment cost. They are also looking at magazine advertising. Excluzen has been doing below the line activities like running a contest on it;s facebook page. Online advertising is geared towards a user base outside India. They are targetting 50,000 transactions by end of next fiscal. The company is not following any advertising model but function on profit sharing with their partner where they charge 10-20 per cent of the product value as commision. They also have an exclusive offering every month where a select partner can promote a limited edition product at a premium price and for this service, they charge higher margins.
Link - http://www.mxmindia.com/2012/03/the-road-ahead-for-excluzen-com/
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