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Do We Really Need Google’s GOSF Anymore?


There is a lot of excitement in the air around Google’s upcoming marketing campaign that copies the concept of Cyber Monday sales from the west under the branding Great Online Shopping Festival (GOSF). Do we really need such a special day for flash sales anymore?

e-Commerce companies don’t need it: Last year, the participating companies saw a big spike in sales, but a lot has changed since last year when Google introduced GOSF for the first time in India. We are drowning in deals online — there are daily flash sales, special sales ahead of every festival and let’s not forget the sale that comes with the change of season in fashion site. If you don’t believe me just visit all the e-commerce site you do normally, Flipkart is selling 1TB HDD portable harddisk for half the price, Snapdeal is selling shoes for up to 80% off, eBay India has TVs at up to 34% off and Amazon is selling Kindle Fire tablet for a discount. All fashion sites are selling winter clothes at prices that gives roadside hawkers a run for their money apart from offering special discounts on clothes for women and accessories. In short, e-commerce companies don’t really need a GOSF to push their discounts to people, especially when you consider the volumes they got around Diwali.

Bringing the offline online: The only real advantage is that it helps bring the offline world online. Google hopes that these companies will be impressed by the number of leads they generate which it hopes will convince these companies to spend more on Google ads. This is why you see companies such as Asian Paints, Hero Motors, Nissan and Volkswagen in the list along with hundreds of e-commerce players.

What is Google selling? Among all those companies listed, one company is missing and that is of Google. One would expect Google to sell game bundles for Android devices at discounted rates, or offer the over priced Nexus 5 accessories at a discount. There are people who would even expect Google to sell movies on Play Store at steep discounts, but Google has not indicated that it’ll be part of the deal yet.

Why restrict to just three days? Since e-commerce companies have sales through out the year, why doesn’t Google create a site that lists all the deals that are available on any given day instead of restricting itself to a Cyber Monday model? There are several sites that list out deals that are available on a daily basis, but are no big players in this segment yet.

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