The Missing Diaper

While waiting at a traffic signal on a busy Bangalore road, I glanced over a tiny roadside shop. At first, nothing seemed unusual. The owner was talking over the phone while trying to arrange his goods. At the entrance of the shop, a small boy, about a year old was wobbling around. The owner was probably his father or his uncle, and this shop was most likely his “day-care” so his mother could supplement the family income.

My eyes focused on the little boy, who was wearing a dirty old pair of shorts and trying to balance himself on the step at the entrance of the shop. Six months ago, that would have been the extent of my observation. But now I notice more; one side of his shorts was soaked from the lack of a diaper.

The child had been wet for a while. His soiled shorts blurred that otherwise ordinary Indian scene, and my mind started drowning in a pool of thoughts. Was his father going to notice? Would he change or dry his shorts? Did he have another pair? What about an infection? How long can he stay wet? Why was the child not crying? Had he learnt over time that it’s futile to cry?

I stared at that child’s face. There was both innocence and surrender in those eyes. I nudged my husband in the driver’s seat, and pointed to the wet shorts. He knew what had upset me, and verbalized it for me. Our baby sleeping peacefully in the rear car seat was no different, and yet very different from that child. The world had made sure the difference was stark in the level of care they each received. Our son was born to parents who obsessed about changing his diapers on demand, never letting his tiny butt stay wet. They used a superior brand of diapers, and meticulously noted the best practices on BabyCenter and hundreds of other parenting websites. Need I say more?

I closed my eyes hoping the difference I could see would go away. It’s not easy to forget that child especially for a recent mother. I often picture his eyes when I change my son’s diapers and I silently pray that his mother comes back quickly to change and feed him. I know that mothers are not different in any part of society yet children turn out very different based on God’s choice of mother.

I could not change that child’s diaper that day. I cannot do a lot of other things too. A cynic would say there are too many unsolved problems and you would stop living if you question yourself at each turn. I am more optimistic. My hope is that someday a new social framework will emerge, one that is inclusive and sustainable, where it is possible for mothers to support each other.

It cannot be ‘my child’ vs. ‘your child’. It should not be.


A week after I published this post, I came across a thought-provoking post on inclusive thinking by Jacqueline Novogratz, the founder and CEO of the Acumen Fund. The post also led me to the eye-opener I’m currently reading, Behind the Beautiful Forevers. I must say that when a journalist covers a topic, she brings out the nuances that are often missed by scholars

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Do paper coupons work better for E-commerce?

I’m curious if anyone has simultaneously experimented with both forms of coupons i.e. sent a paper coupon to a random set of customers, and sent an e-coupon of the same value to another random set of customers. Which set had a higher conversion assuming all other customer attributes of the campaign were similar?

Behaviorally speaking, it’s difficult for most of us to throw out a piece of paper that has the words “Rs. 300 off” printed by a brand that we trust for shopping. It’s like throwing away cash, and we’re wired not to do so. In fact, people love the idea of maximizing “free”.

Google Adwords did a promotion where they gave Rs. 1500 worth of ad-credit. The coupon arrived at my home by postal mail, and I found it hard to throw it out even though it meant I had to open one more Adwords account to use it. I finally did use it on the last day of the offer.

I got similar e-coupons from Cleartrip.com and FirstCry.com, both I can definitely use, but they’ve got buried in my e-mail somewhere. When they arrived I was too busy to shop, and later they’re ‘out of sight’ hence ‘out of mind’.

With a paper coupon, I often bump into it around the house until I physically take the step of throwing it out.  That way, at least customers like me who intend to use the coupon are reminded automatically without the company having to spam everyone who did not use it.

“Going green” implies that companies should avoid paper and send e-coupons, but I’m curious if paper converts better for brands that send coupons only occasionally. One uses the unlimited storage of your inbox, whereas the other uses the limited space on your dining table or bookshelf.

This is just my hypothesis. Do share any data or behavioral anecdotes. I would love to get a conclusive answer.

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Habitually Yours!

Habit is the latest buzzword in Consumer Web. Habituated users have made Facebook, Twitter and recently Pinterest wildly successful. Who needs to be reminded to visit Facebook? (I know folks who are trying to break that habit!)

Although virality got all the attention when E-mail became popular, it was the habit of checking E-mail several times a day that made E-mail the dominant choice for business communication, giving the founders of Blackberry a killer application.

Habits have existed for a long time in other domains especially consumer goods where we’re molded through advertising into forming habits such as – oil or shampoo your hair every day, or use a fabric softener after a detergent, or pour Dettol every week into your sinks, and many such promoted ‘good habits’ that ensure frequent and lifelong use of a product.

Consumer research defines a ‘habit’ as a learned response that becomes automatic by repetition.  The word ‘response’ is important. We respond to an existing human need. For example, for many years Coke was the learned response to thirst in the US. Similarly, habitually checking your Facebook or Twitter account is a response to an underlying need for social validation (of the stuff you post), and an underlying curiosity to compare, observe and learn from the behavior (posts) of others who matter in your world. Communicating with others is interesting, entertaining, and strangely satisfying. We learned that Facebook can be used to easily respond to this existing need.

The next wave of entrepreneurs will need to isolate – a. the underlying need that their product targets, b. the existing response and the response to be learned, and c. the benefits of repeated use.

Don’t confuse habit with another five letter word – loyal. Loyal users and habituated users are different beasts. Let the SaaS and e-commerce folks chase brand loyalty, while the content, curation and UGC folks chase habits.

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The secret of marketing ‘happiness’

Of late there’s a lot of “happiness” around us. Whether in India or any other country, from Domino’s Pizza (Khushiyon ki Home Delivery) to Max New York Life Insurance (Khushiyon Ki Planning), or Coke with its global ‘Open Happiness’ campaign. Almost in every category you’ll find a product that just promises happiness. All this happiness talk makes me wonder – Why use a word so simple? Why not say something that’s more tangible and comparable such as “faster”, “cheaper” or “healthier”?

To begin with, how will you make people happy? I personally switch between so many underlying themes that provide my daily happiness, that I sat down and compiled a list (see Slidedeck below) to help me understand this better.

I concluded that happiness usually comes from three broad themes - cherished memory, present calm, or future excitement.

I also found consumer research studies at Stanford and Wharton which concluded that our choices significantly differed on whether we perceived happiness as calm vs. exciting i.e. now vs. later. The fascinating part of this research was that we’re all very flexible about the choice for our current theme, and we can be primed to prefer one theme over the other. Simply reminding people that happiness is about the present moment (e.g. offering herbal tea or making them read a spiritual quote), will make them prefer a product that offers calm. Reminding them about their future, will make them choose products that make their future more exciting.

The spiritual world tells us that happiness is a choice. The marketing world has found that we’re very flexible when making this choice. We can be nudged to associate our happiness to our past, present or future at any given moment, and this association subconsciously influences the immediate choices we make.

That’s powerful, and reveals why product marketers’ love to offer one of the broad themes of happiness and link their products to it. Well, let’s forgive them as long as they live up to the heightened expectations that come with making us happy!

A personal collection of happiness themes:

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Will the Internet grow as predicted by the Indian Media?

At the beginning of the new year, newspapers make claims that local languages are the “next big thing” on the Internet. I rarely find any real evidence in these articles -  compelling applications, or new sectors, or startups are missing . The assumption that the Internet is all about ‘search’ and ‘content’ remains the same as the previous year. Predictably, these articles are filled with quotes from the same companies (Search and Content Giants) and numbers from the same associations, and finally, the same old arguments -

  • We’ve exhausted the English-speaking population. Where will the projected growth in online population come from? (No prize for guessing – the non-English folks who read vernacular newspapers!)
  • Domain names which allow local scripts have arrived
  • Penetration of smartphones and Internet access through mobiles is on the rise
  • And finally, the 3G and 4G revolutions will propel the reach of the Internet

Despite these arguments, the online growth of pure vernacular users has been slow and without any major breakthroughs. From my experience in this market, several issues need to be addressed before we see rapid growth. For instance,

  • The high cost of human translation and low CPMs prevent websites from launching multilingual clones (IRCTC is planning a beta launch of its Hindi version very soon. Why did Indian Railways wait so many years to cater to the language spoken by majority of its travelers?)
  • Lack of meaningful UGC such as local Wikipedia pages, or Yahoo answers in local languages
  • Unavailability of reliable machine translation and OCR for Indian languages
  • Not enough profit to give each language the effort it needs. Grouping them all under one portal is not user-friendly.
  • The keyboard has always been a challenge and changing the consumer’s perception of “English-friendly computers” requires a wide and innovative marketing push
  • Many don’t understand why they need a tablet hence tablets have not taken off as per a new report. Touch technology cannot succeed when the perceived utility is low and prevailing inertia is high.
  • The commercial aspect of English attracts India’s youth – English fluency ensures a better job and better social standing
  • Large Web companies continue to focus on users who “think in English” (transliteration) and their tools and Email interfaces assume working knowledge of English. Such users comprise the 150 Million Indians who understand English. Well, what about the rest?
  • VCs need 5-year exits so the government must fund this space proactively. Instead, its mandating outdated solutions developed by govt-funded organizations. To begin with, policies should encourage PC makers to provide a variety of pre-installed language tools giving users more choices.
  • Compelling applications exist – Facebook is a great example. However, the number of users who have declared a second language in their Facebook profile is dismal. Will an English-speaking user invite someone who does not understand English into his network?
  • We need a good answer to the common man’s question – “What would I do with the Internet that I cannot already do with mobile/TV/newspaper/stores”?

We need to think deeply about our society and the inherent prejudices and boundaries that languages create among us. How will a family of non-English users benefit from the Internet? How will they benefit even if some of them have not studied beyond 8th standard? How will they benefit when one of them takes up a job in a nearby city? How will they supplement their income or improve their health with this new medium?

We have to understand their problems and come up with meaningful solutions. The Indian Media needs to bring focus to sectors such as education, finance and health where the Internet can make a difference rather than keep harping on sectors such as news, entertainment and communication which are dominated by voice and TV. ‘Content’ and ‘Search’ are only the building blocks. They’re the salt and sugar of the Internet world. Where is the delicious recipe that will make millions jump online?

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Think outside the Price.

In an earlier post, I had mentioned that 2012 will see the “Return of Simplicity” to marketing. The recent announcement by J.C. Penney is a great example -”Penney is getting rid of the hundreds of sales it offers each year in favor of a simpler approach to pricing.” Companies such as Walmart with “Everyday Low Prices” or Apple with no discounts and superior products are showing others how simpler pricing can be an asset for the company.

No matter how small – a pricing change, a sale, or a new discount scheme needs to be communicated to all. Even with great processes, the cost adds up in terms of man-hours and marketing dollars. Getting the message out in a consistent and timely manner across stores/websites/newspapers/radio/e-mail is by no means a trivial effort. Ask the tech team to add a new scheme to the payment page and they will invariably cringe and ask you to wait a few days till the testing catches up.

After a while, these schemes are just noise and customers stop keeping track. A simple and consistent approach to pricing works better. Numbers provide ample proof - In 2011, J.C. Penney offered 590 sales events and 75 % of revenue come from merchandise that was discounted by 50 percent or more. This shows that majority of customers already knew  what they wanted to pay – 50% of the advertised price. With a simple and affordable pricing strategy, the company not only saves the cost of 590 sale events but more importantly, frees up its marketing brains to think of other variables that customers value.

For example, Cleartrip.com focused on a great user experience including the one-click cancel option. It’s been four years and I haven’t switched to another online ticket aggregator. Instead of a monthly sale, think about stuff that’s close to the customer’s heart. The Indian fast-food startup Mast Kalandar refreshes its menu periodically, and creatively names its recipes with words that are the flavor of the season. For example, it created a Rajasthan Royals menu during the IPL 2011 cricket series. Another example comes from the folks at Programr.com who launched an Anna Hazare game that became very popular.

I love companies that ‘Think outside the Price‘. It gives customers something else to think about too!

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Why is free shipping the only option in Indian e-commerce?

In the US, shipping fees are used creatively by merchants to build customer loyalty and segment customers based on urgency and total spend. There are numerous examples – Free shipping above $25,
Next day delivery if you order within the next 2 hours,
2-day shipping for Amazon Prime members,
Free shipping on Valentine’s day for students,
Add $5 to your order for next-day shipping, and so on.

Behavioral studies show that a “free” offer makes a person’s mind enter a risk-free zone hence something for free is a lot more appealing that something at Rs. 5. Anything non-zero does not create the same effect.  However, this conclusion holds true in cases that are actually risk-free. For example, get a free DVD of Titanic with this TV. In this case, you know exactly what you’re getting – no risk of delay (when will it come) or quality (what it is). Free shipping is a service and has inherent risks. It can arrive late and I cannot penalize for the delay, or it can arrive broken. I recently ordered a room heater from Indiatimes and it arrived a month later when the winter was almost over.

Without the ability to price, slice or waive shipping, how will merchants convert shipping into a service by itself? How will customers who want it tomorrow be able to say so and pay for it? It’s no different from paying for a superior gift wrapping. You can waive the fee, but as a shopper I need the ability to ask for overnight shipping and gift wrapping.

Flipkart does an awesome job of keeping its promise of delivery date and has kept the threshold for free shipping very low (Rs. 200). In its early years, Flipkart had to provide free shipping as Indians were apprehensive of online shopping, and any extra charges would make them run away.

Times have changed. Indians are now comfortable with shopping online even for last-minute purchases. The cost of fuel, traffic and weekend rush are not worth a trip to the mall. Given today’s spread of e-commerce websites, I expected at least the Nth website to offer a range of options in shipping and gifting at checkout. In a country like ours where most cities are within 2 hours of flying time, a variety in shipping options especially overnight and same-day delivery should be possible.

It’s time that e-commerce entrants and their shipping providers start examining their ‘one-size-fits-all’ shipping policies and introduce more proactive options to delight customers. With Amazon’s entry into India, I’m guessing that the service standards in e-commerce are about to change!

Unless otherwise noted, the following websites only have one shipping option.

All Major Categories
flipkart.com      
infibeam.com

yebhi.com     
homeshop18.com

shopping.indiatimes.com
pepperfry.com

shoppersstop.com
letsbuy.com

Apparel
jabong.com
fabindia.com
madameonline.com
ladybug.in (Standard and Express Shipping options, no waivers)
shersingh.com
myntra.com
fetise.com (As per their website, Fetise charges flat Rs. 100/- per order for delivery, irrespective of the goods weight, volume, fragility, value or location. They also have an ‘Express Delivery’ shop for some items.)
inkfruit.com
zovi.com

Others
allschoolstuff.com
babyoye.com
firstcry.com
righttoys.in
hoopos.com
goodlife.com

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