My Internship Education

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Interning with Amazon, gave Akansha a taste of what the fast-paced world of e-commerce business is like

The world’s most customer-centric company had opened various roles for internship on the IIM Calcutta campus, such as marketing manager, product manager, operations manager, financial analyst, and so on. The profiles offered were great and thus, I started my preparation. I read about Amazon’s business model, its products and services, its first footprint in India, challenges, opportunities, success stories, and its financial performance vis-à-vis its competition globally. The initial shortlist was declared on the basis of our CVs and past experiences. After a round of interviews, I was hired. Thus, my two-month internship started.

The journey

My project guide was the head of Amazon India’s Mobile Marketing division. I was given the responsibility of designing a user engagement strategy for the Amazon app for driving customer acquisition and retention. I conceptualised and piloted a marketing initiative called ‘app glam up week’ for a set of categories (beauty, personal care, and appliances) and evaluated various engagement-driven metrics such as, app share of units sold, conversion rate, customer acquisition rate, repeat purchase rate, and so on to assess the increase in mobile adoption for the categories.

I started with defining a typical journey of a user on any shopping app. I then elucidated the criteria for the users engagement on the app ensuring value-addition to the customers at every touch point of that journey: increasing the time a user spends on the app, increasing the visiting frequency of the user on the app, enticing users to make the first purchase, and exciting customers to come back to the app to repeat purchases. I also conducted extensive primary and secondary research to understand consumer behaviour, sales parameters, and online purchase decisions in four major product categories — consumables, hard-lines, soft-lines, and media. I supervised the entire strategy implementation on the app, transacting with 60+ people from 11 different teams by acting as a liaison among various stakeholders such as category team, deals team, design team, gateway and cross-site merchandising team, social media marketing team, and so on.

In order to facilitate seamless execution, I created a scheduling plan for the entire marketing event along with the timelines. Various key components of the ‘app glam up’ event were: app-only deals, Freecharge vouchers, budget stores, cook-a-look contest, and co-op initiatives. We also promoted the event on key properties of PC and mobiles such as Site-Wide Messaging (SWM) slot available on the whole site, the topmost banner on the mobile app and web gateway, digital marketing channels such as ad-mob and paid social channels, email campaigns, push notifications and so on.

The nine weeks had redefined my life on a completely new trajectory. I learned how to cope in a fast-paced environment with 100% ownership and accountability. I also learned to accept feedback which in turn, helped me grow.

The writer is currently working as a Chief Strategy Manager in Reliance Retail Ltd.


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Printable version | Apr 7, 2020 9:47:08 PM |

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