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E-tailers go extra mile to keep customers engaged during lockdown, Retail News, ET Retail

E-tailers go extra mile to keep customers engaged during lockdownCHENNAI: With no activity happening in the non-essential categories, e-tailers and digital-first brands are upping keeping their customers engaged with fitness activities, web series and online entertainment activities.

Ticketing platform BookMyShow put together a home entertainment series in live music, comedy and poetry that was watched by more than four lakh viewers. Poetry and storytelling sessions on the platform are going on to keep the users engaged through social media.

“These are extremely challenging times, the world over and as we find ways to cope with the new normal and socially distance ourselves to help flatten the curve of the Covid-19 pandemic, we at BookMyShow wanted to offer a similar experience to our consumers through this period of lockdown and social distancing, by offering specially curated series of in-home entertainment,” said Albert Almeida, COO – live entertainment, BookMyShow.

Collaborating with social media influencers, ecommerce firms are tapping their following to keep the brand relevant. Flipkart-owned Myntra is offering a digital fashion reality show judged by Bollywood actor Sonakshi Sinha and celebrity stylist Shaleena Nathani and has recently launched a celebrity masterclass to offer video sessions on styling and fashion tips to customers.

“Fashion being an engagement-oriented segment, it is extremely important to create avenues that allow us to interact more easily and frequently with our users,” said spokesperson, Myntra.

Flipkart has movies and games up its sleeve to up the engagement. Under Flipkart Video, the company has movies and shows. “Consumers can also find inspiration under the ‘Ideas’ section, on a wide range of lifestyle topics and activities such as easy cooking at home, DIY craft ideas, fashion and styling tips, staying fit videos and much more. For game enthusiasts, we have curated a dedicated Game Zone where they can participate in a variety of games and quizzes,” said a Flipkart spokesperson.

Smaller brands such as The Moms Co, Man Company are also upping their engagement game with campaigns on social media. Mom Co, an FMCG brand supplying organic skincare products for mothers and babies is sharing tips on how to deal with kids stuck at home.

“This led us to start the #21DaysOfBonding campaign on Facebook and Instagram. We’ve been sharing interesting ideas on how to use the time at home to bond with their kids, “said Malika Sadani, founder-CEO, The Moms Co.

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