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  Fact : Zara's India revenue hit ₹1,815 Cr   Myth : It sells only clothes & nothing more  Here's how Zara's perfume upselling works  The Zara perfume strategy is a masterstroke in cross-selling Have you ever bought from Zara?  Do you remember the last time you went to the Zara store? What did you do observe during the checkout experience? Yeah, apart from the long queue. Enter - the Zara perfume collection. As soon as you get into the checkout line, you see this full stocked perfume rack. So what's so intriguing about this perfume cross sell touchpoint that makes it a instant buy. First, the captive shelf space  It hits the nail on capturing user attention when they aren't distracted of buying something else. Second, the price point  The average price point of a perfume bottle starts at ₹300 to ₹ 1,500 which is 50% of average Zara outwear. User won't think much about the price point. Check! Third, low variety on purpose  You won't find more t...

Gone the days of Zomato Gold → Zomato Pro → Pro Plus. There is a new kid in town with “Zomato Pay”. And it's learning from the big-brother Gojek. The public company is rolling out Zomato Pay in select dining restaurants. Quick context 🗓 Hyper local apps launching a wallet or white labeled payment methods of their own isn’t new. Gojek did it in South East Asia, Uber did it with wallet & so on. But, what’s up with this pay feature frenzy? 🙇🏻‍♂️ To understand this, we need to understand the hyperlocal business deeply. First, most of them struggle with retention 🥲 This business is hard. How many times you see users checking prices for same purchase between Zomato vs Swiggy, Uber vs Ola, Flipkart vs Amazon? All the time. Second, most want to solve for exit barriers 🚪 Every app company want to make it harder for it’s users to exit the ecosystem. In other words, everyone want to create an ecosystem like Apple. Third, they want to make interest on float money 💵 Most of these apps...

The insight that makes Google a money making machine 💸 Google last week announced that it is going to give you free 1TB storage from now on. In Google’s words - you don’t have to lift a finger to get the upgraded storage. This has caused havoc among folks who paid $$$ for cloud storage. Quick look at the last 20 years 🗓 Back in 2004, when Gmail first launched, it offered only 1GB of storage space, a significantly higher amount than competitors offered at the time. Fast forward 2013, when it rolled a freaking 15GB storage for users worldwide. This has been both a boon and bane. On one hand where users did enjoy 15GB of storage on their emails account, with the growing digital dependencies, it wasn’t enough. We’re now sharing documents, PPTs, images, & videos more than ever. So, users resorted to different techniques, the most common one being creating multiple Google accounts. Oh come on, we all have done it ;) Out of 1.8 billion Gmail accounts, only 6 million are Google’s paid Go...

Retail has been a backbone for most of the economies around the world. Retail contributes to 8% of GDP in countries and is the single most popular method of creating tax revenues for governments in form of GST, VAT, Service Tax, viz. Retail is asset heavy business but most of the business people have become billionaires due to this. Walmart the world's largest retail company with more than 18,000 stores across the world generates $500 billion in revenue every year in the US. Tesco, a UK retail chain is yet another remarkable brand in retail and other like Marks & Spencers, Sears, Costco, Kroger, Target, METRO, Aldi, Zara, Forever 21 follow different business models which are again based on traditional retail business. Since the introduction of online commerce since the 2000 bubble burst retail mid and small range retail companies and malls started their countdown to shut shop by 2018. Close to 50% of Retail stores started closing down due to low operating margins through ...

Tommy Hilfiger's campaign with Unfold illustrates how fashion brands are continuing to get creative in immersing mobile users with their designs and possibly spur viral campaigns as Instagram users share their customized Stories. Unfold's app gives users a wider range of software tools to decorate their Stories before sharing them with family, friends & followers. Now, Tommy Hilfiger is looking to spark some brand buzz and Instagram users share its digital designs across the social platform.  Zendaya, a former Disney Channel star who last week became  the newest global brand ambassador for cosmetics maker Lancôme , appears to be a strategic partner with Tommy Hilfiger on the campaign, given her name recognition among Gen Z. She has 54.3 million followers on Instagram, where she posts a mix of fashion shots and candid pictures from her personal life. Almost all (93%)  influencer campaigns use Instagram , about twice the share of Google's YouTube and Facebook's cor...