Watches is a highly price-sensitive category for the eCommerce channel. The fluctuations in the brand ranking are a testimony that the consumers' choices are fickle and based on the equity of brands as well as the selling price at the buying moment. Also, there is a high level of experimentation with lesser-known brands – Piraso, Hala, Fogg
Amongst the Top 10 brands – there is a clear price band that arises.
In the low price band i.e. ASP less than Rs. 300, there are Skmei, Limestone, Fogg, Hala & Piraso.
In the mid-price band i.e. ASP approx Rs. 1000, there are Fastrack, Sonata & Timex
In the high price band i.e. ASP more than Rs. 3000, there are Titan & Casio
The Top 10 brands in this category collectively gather nearly 35% of volume share & these constitute about 50% of value share. This indicates that it is a fragmented category and there are wide brand choices.
Casio & Titan have low volume share but they are clear leaders in terms of value share – This indicates that there is tremendous value in brand building and can be fruitful even in a price-sensitive channel.
Such nuances are important to know and baked into the strategy for eCommerce execution. This can be done effectively by using Vumonic’s behavioral data for eCommerce for many different categories.
Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer, business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy and secure manner via large global panels.