Kogan Flaunt “Quick Smart” Delivery In First TV Campaign
Australian e-commerce behemoth, Kogan.com, has flaunt shipping capabilities within its first TV campaign, as retailers like Kmart apologise for delivery delays due to an influx of online orders.
Kogan’s TV campaign offers the jingle “get it quick smart”, and comes after Kmart Retail Director, John Gualtieri, emailed customers a lengthy apology letter amid order delays from “unprecedented demand.”
“We have been overwhelmed with the volume of orders over the past few weeks and stock availability has been impacted; making it difficult to keep to up with our customers needs,” reads the letter.
Post to marketing agency Hardhat’s YouTube channel, Kogan.com’s TV ads seek to inform customers about its vast product range, further combating the likes of Amazon and eBay Australia.
Given their short form, the videos are likely to appear across Kogan’s digital and social media channels.
Three of Kogan’s TV campaign videos surround family, ‘work’ and recreation. In a series of cascading product mentions, the video lists several common scenarios and points towards available products on Kogan.com – adding “get it quick smart.”
The news comes after Kogan.com announced record post-IPO monthly growth in active customers for March, as it “successfully” navigated the operational disruptions of COVID-19.
“Over the past 14 years we have built a portfolio of businesses with world-leading supply chains,” said Kogan.com founder and CEO, Ruslan Kogan, in an ASX statement.
“We have a rapid fulfilment and logistics capability that has allowed us to support our community during the COVID-19 pandemic with fast delivery of essential items.”
The news follows reports of price gouging during the coronavirus pandemic.
As work-from-home consumers snatched up exercise gear and office equipment, the e-commerce conglomerate significantly ramped up its marketing expenditure.
The strategy saw active customers soar 13% YoY over the quarter to 1.8 million – up 62,000 in March, its fastest since IPO.
For Q3FY20, gross profit lift over 23% YoY, whilst revenue climbed 6%. Kogan Marketplace gross sales increased over 7% versus the prior December quarter.
As online competition continues to ramp up, Kogan.com is set to further invest in its proprietary marketplace platform, to expedite new seller onboarding via increased automation and self-service capabilities.