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Pehchaan.com goes E-commerce
Pehchaan.com has always been forward thinking. Established in 2002, Pehchaan is one of the Pakistan's largest web portals. Since inception in 2002, it is now the company's second generation portal and attracts over 30,000 unique customers a day.
On realizing the potential of e-commerce, Pehchaan began to plan ahead for its introduction by putting in place the appropriate infrastructure, including a new national distribution centre capable of handling sales in excess of PKR200 million.
A large visitor base will make it one of the busiest e-commerce sites in the Pakistan. Pehchaan.com will offer over 500 top brand electrical goods, CDs, DVDs, books and many more things.
Using its retail experience within the lubricants sector, Pehchaan built a shopping mall to replicate as real a shopping experience as possible. Since the web development work and hosting service are in-house, this has enabled the company to save costs and also to keep up-to-date with new developments and technologies.
Pehchaan has invested PKR 3 million into the development and implementation of its internal back-office systems. The new technologies allow the company to circulate all live data to any part of its network or web site, and ensures that the web site is updated continuously. This allows the company to publish comprehensive product descriptions and live stock availability that are not readily available through normal retail channels.
The clearance section on the site enables the company to clear end of line and surplus stock at further reduced prices and its Top Ten best sellers are published on the web site with an automatic data feed from its back-end computer system that is constantly updated. Regular customers and registered members are offered exclusive discounts and offers via email marketing.
The site, which is protected against fraudulent transactions, accepts all major credit and debit cards. The integration of an online finance payment option has attracted new non-credit card paying customers and customers can also make payments by cheque or postal orders. Pehchaan is currently working with the Post Office to provide a cash payment alternative too.
Web traffic, a direct relationship to sales, is probably the best measure of its success. Pehchaan.com has over 30,000 unique visitors per day and daily page impressions exceed 500,000, with each visitor spending on over 10 minutes on average on the site. This will make Pehchaan.com one of the top most visited e-commerce sites in the Pakistan.
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