Cashback Toh Banta Hai
It’s no more an ingenious
marketing campaign for an upcoming brand to accelerate adoption. Cashbacks have
become the new normal. From cabs to self-drive cars, groceries to gadgets
Indian Youth today expects deals every time they take a buck out of their
wallets.
Pampered by startups that
have splurged their Venture Capital for customer acquisition, Indian Youth’s
thirst for cashbacks and deals has even affected established brands. They do
not want to compromise on quality as well. This new all demanding customer segment
knows a bit too many price comparison sites for a marketers liking. The segment
has an attention span of a goldfish. They’ll download your app to get that
lucrative cashback deal, but don’t expect them to ever use it again unless you
delivered Customer Delight in that one tiny interaction.
This
new customer segment is taking competition to another level, wafer thin
margins, absolutely cutting edge service levels and flawless customer service
are just hygiene factors, companies will have to innovate fast to survive and
delight the Indian Youth every time to succeed.
