Just Buy Live attacks e-com players in its maiden TV campaign

The online distribution platform highlights the plight of mom-and-pop shop owners owing to the rise of e-commerce business in India.

While e-commerce has created convenience for shoppers and a promising job market in India, it has left many local shop owners in utter despair. The lucrative discounts and the promise of home delivery have swayed consumers who ditched retail stores and latched on to the promise of e-commerce players.

Just Buy Live, an online distributor, is addressing the rather neglected B2B segment of traders by providing them with effective logistics and delivery mechanism. And, in a bid to create awareness about the platform, Just Buy rolled out its maiden television campaigns which highlight the angst of the offline retailers and their family members.

Over the last few months, the company has scaled and forged partnerships with brands across categories. It currently boasts of 1,000 brand partners such as Hindustan Unilever, Pepsi, ITC, Coca-Cola, Reckitt Benckiser, Dabur, Philips, LG, and Intex among others. It aims to push up this number to 10,000 by 2016. The platform caters to over 20 retail profiles, which include kiranas, paanwalas, chemists, electrical and hardware stores, restaurants, wholesalers, mobile, and computer sellers.

Chetan D'Souza, vice-president - marketing, Just Buy Live, tells us that since there is less data available on the media consumption patterns of small retailers, as they have never been classified as a 'SEC' by TAM or any other agency, Just Buy decided to reach out to them through a media mix that combines television, digital and outdoor.

"On TV, our ads were broadcast in six languages across more than 40 English and regional language channels. The primary focus was on news channels in these languages, followed by GEC, movie, and religious channels. We believe the TV ads have been hugely successful, and the app downloads and registrations figures support that," he informs.

In addition to that, Just Buy Live also did a digital campaign in eight languages on YouTube and leveraged Google banners and search.

D'Souza believes that the company sees potential in outdoor and in-cinema advertising in future.

Deven Sansare, chief creative officer, Ferry Wharf Communications (FWC), says the Just Buy TVC scripts are crafted on the basis of insights into the aam dukandaar's state of mind.

"The campaign not only features the dukandaars, but also captures the emotional turmoil their families are undergoing through a conversation between their spouses. The message is tailored for the aam dukandaar."

Launched in November 2015 with the sole aim to connect retailers with the brands directly, the company has raised an undisclosed amount of funding from Mohandas Pai's Arin Capital and Alpha Capital Advisors.

The platform works on a simple mechanism. A retailer has to verify his account by submitting photos of the required documents. He/She can then browse products and place the order, choosing from multiple payment modes. Once the order is placed, the brand warehouse is automatically notified through the system. Just Buy picks up the order and delivers it to the retailer's doorstep. However, the return policies are determined by the individual brand.

Building trust

The retail business is highly dependent on a strong distribution network. On being asked how Just Buy Live plans to create trust among retailers, D'Souza asserts that they want to be seen as a distributor who happens to be online.

"We realise that we are up against a highly entrenched distribution system. We are reaching out to retailers through a Feet on Street (FOS) army of 1,500 people in 15 cities across 10 states, who are physically going to the retailers' doorsteps and explaining the app's features and benefits. We also have a call centre which resolves retailers' queries," he explains.

Just Buy Live differentiates itself through huge variety, better margins and no-hassle credit. The margins and offers on products are decided directly by the brands and transmitted in real time to retailers. The platform also offers a credit offering on the app called 'Udhaar', which allows retailers to apply for a credit line with no collateral.

"This amount is interest-free for 30 days and can be used by the retailer however and whenever he wants, on the Just Buy app," D'Souza adds.

Plans ahead

The company has set tough targets for 2016 which includes one million registered retailers, operations in 500 cities and towns, Rs 1,000 crore in Udhaar credit lines and a Feet on Street presence of 5,000 people by April this year.

Apart from the urban and semi-urban markets, Just Buy Live's next initiative will be a nationwide push towards the smallest of retailers in the villages.