OOH plays a key part in Jabong's success: Rahul Taneja

Consumers using e-commerce are young & constantly on-the-go and OOH fits perfectly to reach this TG. Speaking on Day 1 at OAC 2016, Rahul Taneja, Chief Business Officer, Jabong highlighted the role OOH was playing in the success of Jabong. Taneja gave a detailed presentation on ways to attract customers, keeping the nature of the target consumers in mind. "The idea is to first figure out customers you want to acquire. When trying to multiply business and aiming to widen your reach, keep in mind the target customers,” said Taneja, an IIM Bangalore alumni and former vice-president and head of category management, Snapdeal.

While e-commerce portals such as Jabong target the young, the brand needs to compete for their attention and choose a medium of advertising that they relate to. One such current medium is mobile phones, which are personal and constantly available. Keeping these strategic points in mind, OOH is emerging as a medium fit for e-commerce consumers, said Taneja. "While there is massive growth in online shopping in non-metro cities, it's the metro cities that are contributing to 70% of revenues and transactions of the e-commerce portals. Therefore, OOH is highly local and efficient medium for customer attention,” said Taneja.

Taneja added that e-commerce portals needed to use advertising creatively and keep in mind the task the organization has at hand. Speaking about Jabong's strategy to retain its customers, Taneja said that OOH was being used to remind the consumers of its core proposition and give them enough reasons to hold their attention. Finally, the idea was to use every advertising medium strategically and OOH could be used innovatively in locations such as airports and office spaces, where the content was even tailored to suit the consumers.