E-commerce websites which sell lifestyle products in India (and there are many of them) have little leeway for differentiation. Price, ease of navigation & purchase, convenience, quality of customer service, money-back guarantee have all been tried. Many have tried to create a preference through mass-media advertising. Yebhi.com, which has gone the ATL route in the past too has hit upon what could potentially be a dissonance-creating factor. They are offering a ‘try & buy’ option on certain personal wear merchandise like shoes & garments.
As someone who experienced post-purchase disappointment having shopped for shoes online, the plank strikes a chord. The Cyrus one is the funnier of the two spots (the other one features Rageshwari – remember her?). Will it drive preference for Yebhi over others?