Strategy for Ounass (Ecommerce for Luxury) to present in India.

1. Ounass
Welcome to the Home of Luxury

2. About Ounass
• In December 2016, Ounass was launched by the Al Tayer
group.
• First E-commerce site, which was exclusively digital and aimed
to provide luxury.
• Over 500 luxury brands.
• Bahrain/Kuwait/Oman/Qatar/Saudi/UAE
• We provide a 2-hour delivery in Dubai.
• Fashion updates and interviews with the region's most
influential faces
• Vision "In Doing Good, We Aim To Make Our Society Better"

3. Economic
Order volume Increasing
Investment increased by 36%
/Higher economic activity/ Lower
Interest rates /Controlled Inflation
Social
Higher Engagement between
buyer and Seller. Diverse
culture and tradition brings
lot of opportunity
Technological
Technology is upgrading with
speed of change/ Use of AI and
IOT, personalized shopping
experience /5G Network rollout
PESTLE Analysis for Ecommerce Industry
In India
P
E
S
T
L
E
Political
Political stability/Digital
India/ 100% FDI is permitted in
the B2B E-commerce/ GST
Environmental
Ecommerce are boon for
environment , but logistics
transportation brings
pollution/ Reduce E-waste .
Legal
Consumer Protection Rules
2020/ Laws related to
patents, intellectual,
property rights, copyright,
labor laws must follow by
ecommerce.

4. Luxury Segment in India
India e-commerce will reach US$ 99 billion by 2024, growing at a 27% CAGR over 2019-24.
Indian luxury market is expected to grow from the current US $30 billion to more than $200 billion
in 2030. Revenue in Luxury Fashion segment amounts to US$1.1 Billion in 2021 (growing at a CAGR
of 29 per cent)
Individual Income more than $30 Million or More (UHNWI):
5,986 such individuals in 2019, which is likely to reach 10,354 by 2024 .
Topmost of the pyramid, or the elite class (UHNI/HNI), is just 4 percent of the overall population.
Grow from current 10 million to 26 million households by 2025.
India, world’s fastest-growing major economy: Best of BRICS.
India has been voted as the seventh most valued nation brand. (five-year forecasts of sales of all
brands in each nation)
Indian luxury retail trends: Tier 1 cities

5. Challenges In India
Value-conscious consumer: India essentially has a value-conscious consumer base.
Destination shopping places like London, Singapore, Dubai or Hong Kong to avoid high import
duties
GST charged at 28% on luxury goods.
High import duty – averaging 30% to 40%.
Lack of high-quality retail space.
51% foreign direct investment (FDI) and at least 30% of the value of products sold must be sourced
from Indian small industries. It means alter their brand DNA and Business model.
Fake luxury goods in India reached Rs60 billion.

6. 0
1
2
3
4
5
Price
Engagement
Range of Offerings
Reliability
Accessibility
Service Assurance
Reputation
Strategy Canvas For Luxury apparels in India
Ecommerce D2C(Luxury) Ounass

7. S W
O T
WEAKNESSES
• Less than 5yr old
• Customer service fails a time
• Pure local play
• Delivery service fails a time
THREATS
• Competition from malls
and few peers
• Security threats
STRENGTHS
• First digital e-commerce site
for Luxury brand
• Part of Al Tayer Group
• Customer-centric design
• Digital Presence
• Exclusivity
• Team of stylists, translators,
photographers and
retouches
OPPORTUNITIES
• Expansion into New
Geographies
• Experiential Transformation
SWOT
SWOT ANALYSIS

8. • NA
• Retail
• Automotive
• Ventures
• Ounass in
India
• Ounass
Star ?
Dog
Cash
Cow
High Market Share Low
Low
Growth
High

9. Prestige Luxury Premium Masstige
Source Source Source Source
Generated wealth
business/investment
Corporate
Professional/Well
Paying job
Inherited/NRI Dependent on family
income
Lifestyle Lifestyle Lifestyle Lifestyle
Luxury is status
symbol
Luxury is class Love to specific
brand
Luxury wannabes
Driver for Choice Driver for Choice Driver for Choice Driver for Choice
Highest level of
creativity and
craftsmanship
Brand’s heritage,
prestige and
uniqueness
Best features at the
best value/Habitual
consumer
Desire to belong
Example Example Example Example
Apple 13 pro max Luxury 24K Gold
iPhone 13
Samsung Galaxy Z
Fold
Apple 10
Customer Segment

10. Approach for India
Value-conscious consumer: Ingenious take on India’s luxury sector with world’s most exclusive
brands at the best prices. (Like End of Season 10% off/ Introductory offer on first purchase 10% off)
Customization: Adopting custom-made services as an ultimate expression of luxury for the
UHNIs. (given rise to limited editions or special series to generate artificial desire and demand)
Digi-lux, the new mantra: A combination of physical stores, digital experiences and social media
engagement is the new mantra.
Collaborate: Using existing Indian designer and Luxury brand, with collaborative approach of
non-competing brands that showcased the best amalgamation of craft , culture and design
sensibilities of two great creative geniuses
Provide an authenticate solution for your sale, to help customer.

12. INDI LUXURY
GLOBAL LUXURY
FUSION LUXURY
Mumbai
10%
off
Trusted
worldwide
Only 2 piece left
100Likes

13. AWARENESS ACQUISITION ACTIVATION RETENTION REVENUE
AWARENESS HOME PAGE
CATEGORY
PAGE
GET PEOPLE
BACK
ADD TO CART
REFERRAL
GET MORE
USERS
PRODUCT
PAGE
CHECKOUT/ADDRESS/
DELIVERY DATE
PAYMENT
COMPLETE
PURCHASE/ACK
CUSTMIZATION
CHANNELS CHANNELS & PROMOTIONS
PAID
Google Ads – Search ad,
Shopping ad, display ad
YouTube banner, video ad
Facebook ad, Instagram ad
Twitter ad, Gaana ad,
Spotify ad
Influencer Marketing
Billboard in Airport
ORGANIC
SEO, Blogs, Facebook page,
Instagram page, YouTube
channel, Quora, podcasts,
Fashion Design Forum
Website/App, Explainer Video,
Chat bots
Provide Impactful Customer
Engagement
Social Proof to build credibility –
Banner of number of people
viewing, Reviews, Rating, Product
Video, Testimonials
Retention – Customer Service,
Remarketing, Push Notification, Email
Notification, New Stock update,
Exclusive item
5% Discount Coupon if user
abandons cart
5% worth Points to redeem on next
purchase
10% Festival Offer Coupons
10% Combo Offer Coupons
Word of
Mouth,
Endorsement,
Personalized
Invite in
Fashion
concerts
CHANNELS
DELIVER
FEEDBACK

14. High Level Flow

15. Product Detail Page (PDP)
It answering customers’ questions and getting shoppers ready to buy. -JTBD
87% of consumers -PDP significant role in Customer purchase.
98% of consumers -have opted not to purchase either insufficient or incorrect of PDP.
Mainly focus its visual elements, content, and
Must Have
Descriptive product name.
As Prestige user, I want to know the exact product name , So that I can find the product.
Product descriptions
As Prestige user, I want to know the product description, So that I can know the product
information (Desirability).
Recognizable image and Multiple Image
As Prestige user, I want to see the image of product, So that I can decide to buy.

16. Must Have
Enlarged view of image.
As Prestige user, I want to see the image of product closely, So that I can know more and decide to
buy.
Price
As Prestige user, I want to know the exact product price, So that I can decide to buy the product
(Desirability).
Product Option (Size/Color)
As Prestige user, I want to see the different product option, So that I can choose the right size and
color product.
As Prestige user, I want to size guide, So that I can choose what size is suited for me .
Product Delivery Date
As Prestige user, I want to know the product delivery date, So that I can decide to buy.
As Prestige user, I can change the delivery pin code and know the delivery date, So that I can decide
to buy.

17. Must Have
Clear CTA (Buy Now/Add to Bag).
As Prestige user, I want to have an option to buy, So that I can buy the product.
As Prestige user, I want to have an option to add to bag, So that I can add more in bag and buy in
one sort.
Differentiating Factor
As Prestige user, I want use Virtual try-on, So that I can see the product in my environment before
buying.
Other Stories:
Customer Reviews , Rating and filter option
Product Video or Recent Fashion show video
Product Recommendation (Similar) or Endorsement or more product from same brand
Wishlist
Customization Feature/Tailored option
Chat bot on more product help
Specific return policy or Customer Service Number

18. Presented by
SUBRAT KUMAR DASH