With scores of new handset players
coming to India and selling mobile phones getting tougher each passing
day, retail store owners mulling new ideas to reach out to potential
customers.
In lines with this kind of
initiatives, Essar Group company The mobile store (TMS) has launched an
innovative plan of delivering desired mobile phones at customer's
doorstep. TMS has also floated a helpline number--1800-209-6363 -- in
this regard on which prospective buyers can make a call and ask to
deliver their phones at home. Buyers need to enter their credit/debit
card details with the IVR system to make the purchase complete.
Though TMS has taken a hint from the
success of pizza delivery mechanism to promote their sells, and infact
mentioned in their note that they would like to create similar
experience like pizza delivery for mobile phones in India, they need to
understand the difference of the products they deliver.
Consider this. A pizza costs Rs 300
to Rs 500 on an average. And a pizza company knows the pizza better
than the customer. And its for one time use. The customer could afford
to loose Rs 500 in case the pizza is not up to the mark.
But in case of a mobile phone, which
would cost a customer more than Rs 3,000 (average cost) and a customer
knows what he wants in a phone, in all probability he would like to
have a -touch-and-feel of the product before he decides to buy it. And
in most casses before going to buy a phone, people used to check upon
few handsets and then make their choice. So, this will make the
business proposition of TMS little difficult to gain feet. Calling the
TMS helpline to deliver a phone only sounds possible when the customer
has already decided which handset to buy. But in that case and in most
probability, he must have decided about the handset checking out at the
stores and not by looking at the promos of the device. In that casse he
might prefer to buy it directly from the retail store and it could be
again The Mobile Store.
However, we'll keep a track of this service model and will come back to you with more insights.
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