A friend of mine ordered his new Audi Q5 online and had it delivered at his doorstep a couple of days later like it was a bargain sweatshirt. Yes, you heard that right. This was in California, where the laws against delivering 'lemons' are so strong that consumers can actually order a car online and even choose the dealership that offers the highest discount on the vehicle.
It is still surprising to hear about the kind of products you can shop for online now, especially things like cars. Won't the buyer miss the touch and feel experience of going to a showroom? Not really. Especially when you factor in the average awareness levels among consumers in the US, who find it easier to do their homework on such purchases, given the information overload available online.
Also, in my friend's case, he did take a ‘test ride’ in a colleague’s car, and it was still a negotiated purchase not one that just involved him checking a box in the 'Loot Lo' sale section of an online retailer. But, ultimately, the delivery man rang the doorbell and handed over the keys to his brand new Q5. How cool is that!
Bargain hunters
Of course, India hasn’t nearly gotten there yet; for now, we are shopping only for accessories and car parts. Some progress has been made after a few two-wheeler manufacturers, in partnership with a couple of online retailers, managed to sell a few thousand bikes through their websites.
But there is no denying that online retail has taken over our shopping routine and for many of us bargain hunters, including yours truly, it is now the first choice.
Though, frankly, despite the great successes of the ‘Big Billion Days’, our online retail experience is still a bit patchy. If it was sticker shock that troubled us at the mall, it is a mix of product quality, erratic delivery and post-purchase experiences that are often the issues with online shopping. An easy returns policy is regularly quoted as a USP by many e-retailers, but in most cases it is the primary buying experience that is still lacking in quality.
Indian experience
I recently ordered some clothing on one of the largest online retailers and here are two very Indian experiences that this one order threw up.
First, the order was never completed and the package wasn't delivered. The twist in the tale came after the delivery man from the logistics partner called on my mobile phone from the end of the street where I live, asking for directions. He was calling to re-check the location of my residence, though the delivery address with a landmark nearby was clearly mentioned. I was ready with cash in hand, only to wait thorugh the next two hours in vain. I called a while later and the delivery man still said he would try to come within the hour.
Two days later, the package had not yet been delivered. I called the same mobile phone number and was told it is now being used by another delivery man, who has no clue about the previous bearer of the phone. I got a message later during the day that the delivery was attempted, but couldn't be completed. The bottomline was I had lost a bunch of great bargains on the clothes I wanted to buy.
These are probably the reasons why the online retail experience in India is marred. There are apps, colourful websites, prime-time TV slots and double-page ad spreads in the major dailies, and even Bollywood badshahs endorsing many of these retailers. But the foot soldiers who complete the last mile have none of the gloss and assumed professionalism that the companies themselves want us to buy into. In their haste to set up business by entering into alliances, is it possible these retailers aren't being as meticulous with the processes followed by their partners?
The second very Indian, very unique experience was when I decided to call customer service and complain about the non-delivery of the order. I had used the app to place the order and so decided to use it to reach the helpline too. I assumed there would be a 1800-number to call. Instead, the app directed me to a section where I entered my order details and the phone screen flashed a message advising me to pick up the call that was being patched through within the next few seconds.
Global connection
My mobile phone rang just a couple of seconds later and the number displayed was originating from Ireland. After being told by the 'machine voice' that the call may be recorded for quality monitoring purposes, the call was finally connected to a service executive.
A lady with a soft voice and strong 'Hinglish' accent introduced herself as Tara and asked me what assistance I was seeking. I recounted my experience and she said that the package seemed to have been lost in transit, though she couldn't quite understand how that might be when the delivery man had had it with him within a half-a-km distance from my residence.
Anyway, I thanked her for the assistance and on a whim said "Shukriya". "Namaste" she replied. And that is when it struck me. Here was an Irish national of Indian origin, talking to a customer from India who was complaining about his bad experience ordering European brand sports apparel from an American online retailer!