Mobiles to drive India's 70% fashion accessory purchases by 2022: Report
New Delhi, July 31 : By 2022, seven in ten fashion accessory purchases in India will be influenced by mobile phones, predicts a new Facebook-KPMG report said on Tuesday.
Nearly half of those mobile-influenced purchases will be driven by Facebook, amounting to a $110 billion sales opportunity, said the latest "Zero Friction Future" report.
Additionally, mobile will influence two in three apparel purchases, amounting to $66 billion opportunity for brands, half of which will be driven by Facebook, the findings showed.
Friction occurs when consumers dropout during purchase due to unnecessary additional effort, incremental step or inconvenience.
According to the findings of the report, friction accounts for 19 per cent of consumer dropouts, in apparel category, and in accessories category, friction accounts for 22 per cent of consumer dropouts.
"Fashion spectrum in India has evolved so considerably, that the apparel and accessory market is projected to reach $102 billion and $155 billion individually, by the year 2022," said Pulkit Trivedi, Director, Facebook India.
"Today, mobile has become central to the way brands market and sell their products and engage with customers end-to-end. With our Zero Friction Future report, we aim to help fashion brands adopt relevant marketing strategies and reduce friction in consumer journeys across multiple touch-points, leading to improved conversion rates and increased revenue opportunity," Trivedi added.
According to the research, top friction areas for different demographic cohorts vary and hence marketers need to customise their marketing strategy accordingly.
For example, men and women display different drivers for entering the purchase funnel, the report said.
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7 held for running fake call centre in South Kolkata
Kolkata (PTI): Seven people were arrested from the Parnashree area in the southern part of the city for allegedly running a fake call centre, a police officer said on Saturday.
Acting on a tip-off, police raided a house on Netaji Subhas Road on Friday night and found the fake call centre operating from the ground floor, he said.
Preliminary investigation revealed that the accused had set up a bogus company using forged documents and posed as employees of an antivirus firm to call citizens in the US, the officer said.
"The callers would gain the trust of victims and then use remote access to take control of their phones or other digital devices. The accused allegedly siphoned off large sums of money, running into millions of dollars, from victims' accounts," he said.
Five laptops, two WiFi routers, six mobile phones and four headsets were seized from the accused, he said, adding that the seven are being questioned to ascertain the full extent of the racket and to identify others involved.
