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Discounts Gave Perfect Kickstart To E-commerce Industry: Nitin Saluja

CII India Retail conclave 2017 Nitin Saluja, Founder Chaayos, was one of the panelists at a panel discussion on “What after discounts, Framing the ideal success strategy for e-commerce players and retailers in the online space

At the CII India Retail conclave 2017 Nitin Saluja, Founder Chaayos, was one of the panelists at a panel discussion on  “What after discounts, Framing the ideal success strategy for e-commerce players and retailers in the online space. For his brand 20 per cent of his sales come from digital, and he believes discounts gave the right boom required for that the time e-commerce industry was booming, but things have to change now, that is not the roadmap for its sustenance. In an exclusive interview with BW, Businessworld Saluja gives his top three reasons to shop online for Chaayos.

How important is e-commerce for you for Chaayos as a brand?
It is really important for us,  it today contributes nearly 20% of our revenue and its only going to grow from here.

We had an amazing panel discussion about how discounts are an obsolete idea now, how do you can create a seamless experience for customers?
I think that’s always been the question we are trying to answer, how do you replicate the same experience of the customer has it one of our cafes and how do you replicate that when you deliver chai to their offices or to their homes. We’ve changed a lot of things fundamentally of how we used to do our delivery earlier there were all done by some third party logistics companies. We have all taken this in the house because we are very clear about the fact that it is us who can deliver that seamless experience, so right from ordering experience how you can customise your chai at Chaayos. You can do that at chaayos.com as well. How are you recommend those right food options as well go well with your cup of chai. So all of that put together gives you that right experience with is very important for consumers decision today.

What do you think is the roadmap ahead from here?
We are just going to continue what we have been doing even better. We will be opening way number of stores. We will be delighting many numbers of the customer, more ways of delighting the customers. For e-commerce, as I said it only contributes a certain percentage, it is only going to grow from here. We’re very clear, that’s what our customers have been telling us that they want to be able to access Chaayos at different places, they may not be able to come to Chaayos. They want it to be delivered. We’re just trying to give our best to be able to deliver that nice cup of chai to you wherever you are in the city.

If you have to give me your top 3 reasons why people should come online and shop from chayos, what would those be?
You get that same “Meri wali chai” you would not get that chai from anywhere else, can either walk to a Chaayos café. If you cannot walk, chayoos.com is your next best alternate. You get the loyalty program, loyalty points that you get at Chayoos café, you’ll get those loyalty points at chayoos.com under which you get every 6th chai on the house at Chaayos. I would say those are my best 2 reasons.


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