It's target youth for Rado

A spirited campaign, online communication, iPhone apps and hi-tech designs – Rado's latest agenda is to spark a connection with the younger generation.

Inaugurating the brand's 14th store, at The Express Mall, Chennai, Mr Olivier Cosandier, Rado Vice-President  says, “Fifteen years ago, we had older customers, but now, we have lot of youngsters buying Rado. We are there in the online media space and Indians have a very strong share there.” And that's perhaps why the brand's latest designs and innovations have an instant appeal with the younger generation.

The brand has recently started its own iPhone application which goes beyond guiding users through its products, stores, news and special events. It serves as a guide to art and design highlights in 24 cities around the globe, including Mumbai. The brand states that, “Within each city guide are dedicated sections on city information, architecture, art, design and fashion, comprising 302 geo-located objects.”

Though the number of people who have downloaded the app has not yet been determined, they hope to connect with the younger iPhone wielding Rado fans.

At BaselWorld 2011, Rado premiered its global advertising campaign ‘Unlimited Spirit' where each of the new ads boldly presents one of the Swiss brand's iconic watches against colourful backgrounds.

Stating that ‘Unlimited Spirit' is more than just a campaign and the driving essence of the business, Mr Olivier explained that the brand hopes to highlight its breakthroughs through this. Watches like the world's thinnest ceramic watch and the edgy new Rado material Ceramos are the latest in its slew of products, and an instant winner with the younger section of its customer profile.

The new Rado store in Chennai, the second in the city, houses an exclusive selection of the brand's celebrated products such as Rado Sintra, Ceramica, Centrix, Integral, True and V10K, apart from its range of high-end jewellery watches.

Rado falls under the umbrella of the Swatch Group and has 175 points of sales in India, including its own boutiques, multi-brand outlets and shop-in-shops.

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Amazon Pushes into Indian Market with Free Shipping from Abroad

Amazon’s UK division has announced that it’s offering free Super Saver delivery to India.

It’s possible to order and get some items delivered from eCommerce sites abroad to India. But the shipping costs play a major spoilsport. At times, the shipping charges might be 100% higher than the price of the product itself. That’s what makes Amazon’s announcement extremely exciting.

Foreign Direct Investment is not permitted in multi brand retail chains in India. That’s the reason Walmart and other major retailers from across the globe tie up with Indian companies to set up cash and carry outlets instead. Under the current laws, Amazon will also fall under the same category.

While the sales records of Indian eCommerce are not bringing down the roof, the segment is growing from strength to strength. In the past of couple of years, people have started shedding their apprehensions over using credit cards online. The debit card and Internet banking gateways have brought even those without credit cards (they make a huge chunk of customers) into the fold.

Every eCommerce site worth its salt has gotten venture capital and at times the prices are lower than the local shops. People are just throwing themselves at sites that offer free shipping.

If there is a right time to enter the Indian eCommerce market, it is right now. That might be the reason Amazon is promoting this offer to test the waters. There are two interesting things to note.

First one is the minimum amount of purchase. 25 Pounds is roughly equivalent to Rs. 1800, which for most of the middle class and the young crowd (the target group) with disposable income is next to nothing. So, Amazon is counting on people to atleast give the offer a go once, more like an impulse purchase. And am pretty sure they will. Actually I am going to order some CDs for myself this weekend.

Secondly, the terms of service says, at the end of the offer period Amazon reserves the right to extend, amend or withdraw this offer. The decision might be based on how fabulous the response is.

From the regulatory perspective, how far along Amazon can get away with this offer is a bit unclear. Indian Government allowed PayPal to operate in the eWallet space for years before the axe came down. Let us wait and watch.

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