Amazon Prime Day
Year: July, 2018
Amazon Prime Day is one of the biggest sale events globally but in it's second edition in Indian market. The 36 hours during Prime Day saw members in India shop and stream as never before, taking advantage of 200+ exclusive new product launches, thousands of deals, and video & music selections specially curated for Prime Day. More new Prime members joined the program in the one week leading up to Prime Day than any week since the launch of Prime in India. Additionally, more members than ever enjoyed Prime Video and Amazon Prime Music content, with the week leading up to Prime Day having the highest number of streamers ever. To Prime Day in India, we sought Indian celebrations for motivation. Where everything is overwhelming. Also, there's a component of fantasy and enchantment to each festival.
The onsite experience is the major customer facing part which took part in the entire excercise and festival. One of the most distinct aspects of the Prime Day experience were what we called the "Boxtropolis" world. This was a world filled with quirky cardboard objects and characters we had created out of Amazon box cartons.
Two weeks before Prime Day we set up huge installations. At prominent malls, city squares, metro stations. All over the country. We created buzz around this using social media.
We created Virtual Reality pop-up stores across 11 malls in five cities. Customers could see the fit and fall of dresses, pick & play with products they were interested in. And catch a glimpse of the 7 blockbusters launching on Prime Video.
As a result In the week leading up to Prime Day, more customers in India joined Prime than in any other week before.
Most successful Prime Day ever. More than 35% of new sign-ups from tier 2, tier 3 towns.
Prime members shopped for deals and streamed content across hundreds of cities in India, including Lucknow, Ludhiana, Jamshedpur, Ahmedabad, Noida, Thane, Kochi, Ernakulam, amongst others.
Customers in India purchased over 5X as many Fire TV devices this Prime Day than last Prime Day. July 17 was the best day ever for Echo devices on Amazon.in.
Wireless grew over 5X, offering members brands like OnePlus, Redmi, Huawei and Honor.
Large Appliance grew 9X and included selection from Bosch dishwashers and washing machines.
Everyday essentials saw 3X overall growth with Amazon Pantry finding strong customer favour. Members enjoyed brands like Nestle’s new breakfast cereal NesPlus, Saffola Oats, Dettol Liquid Handwash and Nivea Fresh Active Deodarant.
Fashion saw an over 2X growth with new brand launches including brands like Marks & Spencer and New Balance.
Consumer Electronics grew over 4X, with a Buy One Get One deal from TCL TVs and new launch of Sennheiser Wireless Noise Cancellation headphones
Prime members topped up their Amazon Pay balance 7X more than on a regular day.
Customers in India purchased over 5 times as many Fire TV devices this Prime Day than last Prime Day. July 17 was the best day ever for Echo devices on Amazon.in.