Why Club Factory does not have a long-term vision?

Club Factory

Customer experience is a major selling point in an age where the consumers are getting more and more aware. The people purchasing from online retailers have gotten smarter over the years. They are aware of their rights and they are very clear as to what they want from the plethora of online players in the Indian market. The generation that is on the internet seldom thinks twice before ordering from an online platform due to the skepticism. However, this is the case only for the big players such as Flipkart, Amazon and Snapdeal.

In the Indian market, many online retailers have come and gone but only a handful of them survived the tough competition. The players who have been able to sell products that satisfy the consumers are the only to stay for a long time. The e-tailers who sell cheap and fake products might reach the pinnacle of growth rapidly but their stay on the top is momentary. A similar situation might be faced by the Chinese e-tailer Club Factory. It is the fastest growing online fashion platform in India competing with its peers such as Myntra and Jabong. The products on offer on the platform are not of the top quality but the consumer base that the platform caters to is of the lower to the middle-income group.

Quora is an authentic platform where people ask questions and people with relevant information regarding that question answer these questions. Research shows that there are several questions on Quora, asked by people wanting to know the authenticity of Club Factory. The answers to those questions point towards a situation that is not in favour of Club Factory.

Consumers are not at all happy with both, the service that the company offers and the products’ authenticity. The first major complaint is the huge time taken for a product to reach customers after ordering. The average time is over 10 days as the goods need to pass through the customs and more. Then, the products offered on the platform are of cheap quality. The prices are very less compared to some other platforms but the low quality turns off the consumers. Many people had bad experiences with the customer care of Club Factory. There is a chat facility offered by the company but seldom anyone gets a response. If there is a good that is to be returned, the process is too long, there is no surety that the consumer will get his or her money back. Moreover, they do not get the shipping charges. These issues surround the whole shopping experience at Club Factory.

The company has huge avenues of growth in front of it in India. A huge number of Indian youth is coming online every day. They are constantly in search of new places to search for fashion and Club Factory can be that platform that offers the latest trends at cheaper rates for a wide range of customers. However, if they can improve customer communication and increase consistency in the product quality, then, the future will be very bright for the Chinese fashion e-tailer.

-Soumya De

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