This Diwali, almost every sector reported better sales compared to the previous year, especially in the gifting sector. However, according to a recent survey by Almonds AI reveals that 73 per cent of the people were not satisfied with their Diwali gift.
The study included a survey of more than 800 channel partners across India after the conclusion of Diwali festivities this year.
The survey encapsulated responses from channel partners across FMCG (42 per cent), FMCD (24 per cent), Auto & Auto Ancillaries (16 per cent), Pharma (12 per cent), and Others (6 per cent).
94 per cent of channel partners received Diwali gifts/rewards from associated brands. Of these, 50 per cent received physical products, 42 per cent received bill credits, 6 per cent received vouchers and 2 per cent received training.
However, satisfaction with rewards was low – only 12 per cent said they were highly satisfied, while 73 per cent expressed low to no satisfaction
As per the survey, 48 per cent cited receiving similar gift types from all brands as a top reason for dissatisfaction and 33 per cent were unhappy with the lack of gift choices. When asked if they were aware of gift cards, 94 per cent said yes and 6 per cent use them often or sometimes
67 per cent preferred receiving multi-branded gift cards allowing reward redemption across many retailers, it said.