Samsung is looking to go hyperlocal to increase sales through e-commerce stores. Under the strategy, Samsung authorized dealers and its own brand stores will fulfil deliveries for orders placed on e-commerce sites, ensuring price parity between online and offline retailers while facilitating faster delivers.
Citing a source close to the matter, ET Tech writes:
Samsung is localising ecommerce order delivery, installation and even collection of payment for cash-on-delivery orders through authorised distributors and dealers who will be market specific.
Samsung sells its wares through WS Retail on Flipkart and Cloudtail on Amazon, but the recent regulatory change means that no single vendor can contribute to more than 25% of the sales. By letting its own dealers handle sales and deliveries, Samsung has more control over its online portfolio.
It looks like the manufacturer is working with Amazon, Flipkart, and Snapdeal to list its local sellers on the e-commerce platforms, with customers automatically redirected to the closest brand store based on their pin code. While the move is certainly interesting, it remains to be seen how the switch will affect after-sales service. From Rahul Saigal, MD at digital marketing consultancy Netimpact Solutions:
While there may be potential advantages for consumers such as installation, but the real test will be in service delivery and post-delivery issues for which the ecommerce sellers have already built their name.