A consumer survey conducted by CupoNation in 2013 found that online shopping in India is growing rapidly due to increasing internet access and changing consumer behaviors. 70% of Indians surveyed shop online 1-5 times per month. The survey also found that women are increasingly shopping online, with 76% of Indian women surveyed shopping for fashion products. CupoNation aims to address the needs of women shoppers by providing exclusive coupons and deals from multiple retailers through an easy-to-use interface.

1. CupoNation consumer survey, 20131

2. TALKING POINTS
 Why are we talking about online shopping?
 Growth & Drivers
 What are the current issues still to be solved?
 Inhibitors
 Introducing CupoNation
 CupoNation survey, 2013
 Overall results
 Segmental results: women
 How is CupoNation addressing the segment needs?
2

3. WHAT IS DRIVING ONLINE SHOPPING IN INDIA?
High Internet growth
• Highest internet traffic
growth globally to
reach 348 million by
2017
• 138 million in 2012
• 3G penetration growing
at a CAGR of 60%
(2013-2015)
• Fastest growing
segment 25-35 years
Consumer behaviour
• Gen Y Device
ownership: 79%
students owned a
mobile phone, 75% a
PC
• 40% spent over an
hour on Internet daily
• 50% use reviews from
SNS
• 76% do product
research online
• 80% want to buy online
in future
Industry push
• Low real estate
required to set up
online operations
• Online seen as the “
next mall” and
presence considered
necessary
• E-tailing industry
received a over USD
300 million total
funding in 2011
3
Source: Cisco, 2013; Economic Times, 2013; TCS consumer survey 2012; Nielsen,; Juxt consult; Techgig

4. WHAT KIND OF GROWTH ARE WE TALKING
ABOUT?
108
302
543
930
1355
2054
0
500
1000
1500
2000
2500
2005 2007 2009 2011 2013 2015
E-commerce sales, USD mn
4
Source: Euromonitor, McKinsey, 2012;
Indian online retail industry will
grow from Rs 32 billion in 2012 to a
projected revenue of Rs 100 billion
in 2015, a CAGR of 45%-48%
Source: CRISIL, Economic Times, 2013; Press
Companies have either launched e-
stores or are mulling over that
option. It's become top priority,
more important than perhaps
opening a store in the new mall-
Bata India, VP

5. WHY ARE CONSUMERS SHOPPING ONLINE?
Convenience & choice
“My son told me about this website, I get them delivered at a
reasonable price. Many of my kids’ books are available only in
Delhi. So, rather than travelling, we order them online”
Discounts
“Plus, it's often cheaper to buy online. I'm definitely going to be a
regular on their site”
Private space & lack of intimidation
“Even in a multi-brand departmental store, I find buying lingerie
uncomfortable and asking for different types of products is not
easy” 5
Source: Web search

6. WHO IS SHOPPING ONLINE?
6
Deal seekers
Now I save at least
30% every weekend
due to deals!
Luxury buyers
The desire for luxury
brands is fast
spreading outside of
Bombay and Delhi
Convenience seekers
I can even specify what
time I want the goods to
be delivered home
Experience seekers
It’s the simplest way to
excite your visuals and
make sure you indulge.
Loved how they
packaged the dress and
sent it
It offers the best of Indian
natural hand crafted
products while
simultaneously providing
livelihoods to rural
artisans
Ethically conscious
Niche groups
Only Flipkart has
managed to supply me
with Manga, Japanese
literature, that's
otherwise difficult to
find
Source: Web search; Interviews; Blogs

7. WHAT ISSUES DO THEY FACE WHILE
SHOPPING ONLINE?
 Trust
 Lack of a touch experience
 Noise: Choice dilemma
 Disaggregated information and offers
 One size fits all
 Hidden costs
 Inability to bargain
 …
7

8. INTRODUCING CUPONATION: HOW IT HELPS?
 Direct and faster free
access to codes for multiple
stores from the homepage
itself
 Studies reveal: 33% Indians
purchase most frequently
from websites which allow
them to select products from
many different stores
(Websearch)
 Top 20 deals of the week
with ‘deal guru’
recommendations for easy
choices
 Retailer ratings
associated with products
 Newsletter and social
media (Google+/
Facebook) updates with
must-have offers
 Information, codes available
across various categories
of products (e.g. travel,
lifestyle, food etc.)
 Special events/ bargain
offers and codes for
different segments (e.g.
Father’s day)
 Not adhering to one-size fits
all philosophy
Clutter free design with
direct access to codes
Direct information for
various segments
Simplified choices with
expert recommendations
8
Sources: Nielsen, 2011; Team analysis

9. WHAT HAS CUPONATION DISCOVERED?
0% 50% 100%
India
Brazil
Italy
France
70%
73%
87%
89%
9
Shopping online 1-5 times a month
Base: India (600); Brazil (930); Italy (390); France (190)
Question: How many times in a month do you shop online?
Number of times Indians shop
70%
22%
5% 3%
1-5
6-10
10-15
Over 15

10. HOW MANY WOMEN ARE SHOPPING ONLINE;
HOW FREQUENTLY?
1010
# of times shopping in a month
73%
19%
3% 5%
1-5
6-10
10-15
Over 15
Demographics: Age groups
43%
46%
11%
Upto 25
25-35
Over 36
62% 85%81%Women
shoppers
Total Base of women: India (370); Brazil (750); Italy (330)

11. WHAT ARE INDIAN WOMEN SHOPPING FOR?
11
Online shopping product categories
76%
16%
8%
Fashion
Electronics
Entertainment
Top 5: Favourite online destinations?
Total Base of women: India (370); Multiple answers allowed
11

12. OTHER ONLINE STUDIES CONCUR
12
From Google’s women on web study
• Out of 150 million Internet users in
India: 60 million are women
• 75% of the women under 35 years
• Fashion biggest category (Skin care
72%)
• 80% recommend purchases to others
Sources: Websearch for Google’s women on web study, 2013; The Economic times, 2013
it is heartening to see that the
women user base is also
increasing rapidly…it is clear that
Internet is empowering Indian
women with easy access to
information and helping them to
make more informed decisions in
their day-to-day life- Google India
In India, e-commerce has
primarily focused on men on the
assumption that women don't buy
independently. These sites (online
lingerie prove that women buy for
themselves and take decisions
when products and experiences
are tailored for them- Kalaari
Capital

13. WOMEN AND COUPONS?
13
81% 83%83%Women
& coupons
Total Base of women: India (370); Brazil (750); Italy (330)
0 10 20 30 40 50 60 70
Search Engines
Newsletters
Blogs & SNS
None
How do you search for coupons or discounts online?
(% of total)

14. HOW IS CUPONATION WORKING FOR INDIAN
WOMEN?
Sept, 2012
• CupoNation starts PAN
India operations from
Gurgaon
• CupoNation establishes a
strong retail network (e.g.
popular fashion retailers like
Jabong, Myntra, Zovi etc.)
• Strong online presence built
for easy discoverability
Jan, 2013 Feb, 2013
• Special event
offers launched
• Multiple retailers
involved in discount
options for
occasions
• International
Women's Day,
celebrated with
"Celebrate
womanhood
by taking care
of yourself"
• Deals for
feminine
products
• Family focus:
Father’s day
event celebrated
by supporting
children from
SOS
• Consumer survey
for building
‘understanding’
of needs
June, 2013Mar, 2013
14

15. CUPONATION’S WOMEN’S DAY CAMPAIGN
15
Key success factors
 Celebrated International
Women’s day on March 8, 2013
 Offered special discounts and
deals on feminine products
 Launched ‘Celebrate
womanhood’ and ‘keep yourself
safe’ by promoting condoms for
women
 Focus on a social promotion:
Promoted proactive measures
for Indian women through
promotion highlighting values like
safety & liberation
 Easy access to product codes:
High discoverability and
awareness building for feminine
products directly on homepage
Impact
 2nd best media campaign
results for CupoNation
 Strong media coverage and
awareness building
 Blogger coverage highlighting
innovativeness of campaign
Launch and growth

16. ARE YOUR EXPERIENCES DIFFERENT?
 Let’s discuss!
 Find CupoNation India on Facebook, Google+, Twitter
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17. APPENDIX
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18. STUDY METHODOLOGY & LIMITATIONS
 Methodology:
 Internet based survey conducted in 4 countries globally
 Sample size total: 600 (India)
 Bloggers contacted proactively for survey
 Time period of survey: June 2013
 Limitations of the study:
 The sample size was collected via non-random
convenience sampling and thus may have a slight bias
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19. INTRODUCING CUPONATION: HOW DO WE
HELP?
19
33% Indians purchase
most frequently from
websites which allow
them to select products
from many different
stores - Websearch
I can easily find my
favourite store coupons
at Cuponation. Their
exclusive coupons add a
lot of value- Blogger
Multiple
stores, easy
interface
Easy
accessibility
Direct access to
dealer codes for
free!

20. INTRODUCING CUPONATION: HOW DO WE
HELP?
20
Easy choices;
Expert
recommendations
•Multiple segments
•Varied options
•Simple selection interface