CURRENT SCENARIO
MARKET SCENARIO
KEY FACTS PERTAINING TO
FLIPKART & TBBD
Sources: Flipkart, Mint
1
Customer Pain Points
IDENTIFICATION OF ISSUES
666mn
250mn
Users visited Flipkart
on TBBD in 2020
Customers reached
across the nation
Hyper-Segmentation
2
New/ Non
engaged
customers
Word Cloud based on Tweets mentioning TBBD
•
Lack of trust & Fear of receiving
Damaged products decreased
consumer confidence
•
Late Delivery & Low Quality products
lead to cancellation of orders
•
Allegations of Price Hike & False
discount on products made people cite
Flipkart as not credible
•
Out of stock products a common
complaint by customers
Existing low
loyalty
customers
Engaged
customers
IMPLEMENTATION MAP
RECOMMENDATIONS
52%
Customers came
from Tier 3 cities
110
Orders were placed
per second
4
Building segment specific goals & strategies
Market Basket Analysis
Need : Become part of evoked set in purchase
decision by introducing them to Flipkart experience
Communication Message : Showcasing the value
through affordable deals to increase app downloads
Need : Make Flipkart first choice while looking for
products online
Communication Message : Communicating improved
customer experience to enhance engagement
Need : Simulate repurchases to improve customer
retention
Communication Message : Personalized communication
complemented with strategies like referrals
•
Market Basket Analysis helps retailers
to strategically place products in the
physical store or place feasible online
recommendations to increase sales
•
We found Personal Care Products,
Baby Products, Fitness Supplies are
products which are most commonly
bought together
3
Mapping
Customer
Journey
1.5X
Transacting sellers
in 2020 over 2019
ULTIMATE SOLUTION
Objective: Enabling a step change in consumer experience and perception towards Flipkart & TBBD
Phase 1
Phase 2
FLIPKART EXPERIENCE
Begin building the exceptional Flipkart experience by
promotional activities and immersive advertisements
Phase 3
UNIQUELY FOR YOU
Launch across new category segments and develop
new services and strong supply chain capabilities
MY SHOPPING GUIDE
Develop capabilities to customize products according
to the customer's unique lifestyle and needs
The BIG Idea
Customer gets enticed by online shopping experience
1
Flipkart Assistant (FlipHero)
Pampered by premium experience through new initiatives
2
Video highlighting Flipkart
Personalized products for ultimate shopping experience
3
My Gang
Live Counter
Assistant’s Personal Touch
•
•
•
789710 active
Available at a premium, the
product enables a human
touch combined with AI
power giving the customer
warmth and intelligence they
need
5 Gang Members
The average conversion rate
for ecommerce globally is
4.31%
Customer Cost
User Adaptability
Better Engagement
Product Guidance
45% users
Less by 30%
37% users
3x Likely
5x convenient
1 Ultimate Prize
•
Flipkart’s My Gang is a quest that runs
across TBBD. Each user can form a gang
of 5 Flipkart users, where 1 user can only
be a part of 1 gang
•
Gang Milestones will be set, where each
member of the gang will receive special
discounts on achieving the gang
milestone
Owning it’s majority reason to shoppers who can’t decide what to buy, or what fits
them perfectly, a Flipkart assistant aids a customer in choosing the right product
Personalization
7 Challenges
•
Gangs with the maximum shopping at
the end of TBBD will get special prizes
•
users
Across TBBD, website and app
will show fixed KPI’s on o No. of shoppers online at
the present moment
o Top 3 segments sold
o Amount saved till now
o Number of products sold
•
Enabling Vicarious learning, the
strategy aims to ensure the
unsure customer of trust shown
by Millions of people through
standard easy to implement KPIs
IMPLEMENTATION ROADMAP
Year 1
Q1
Year 2
Q3
Q2
Q1
Q4
Launching and Expanding Flipkart assistant
Improving
Flipkart
Experience
Promotion of ‘My gang’ Initiative
UI and backend development for launch
Promoting KPI tracker Integration
•
•
2
Mass Media
A nationwide launch covering all channels and geographies
till tier 3
Going grassroot to increase the relevance and resonance
PHASE 1
Nationwide Ads in magazines,
newspapers, influencers on all
Social media channels
PHASE 2
Out of home marketing (OOH)
Grassroot marketing through
targeted campaigns and ads
with a focus to increase
relevance and trust among
customers
Hoardings at eye catching,
strategic locations having
traffic jams
Social media campaigns via
collaboration with the micro
influencers
Theme - Tired of Rising
Theme - Flipkart:
Making quality products
affordable to India
prices? TBBD is back to
your rescue
Q4
Revenue generation after trial phase gets over (users pay for the premium service)
Flipkart Live counter
Marketing campaigns to improve Flipkart’s brand positioning
1
Q3
Q2
TBBD Sale Launch in Q3
3
Social Media Influence
TBBD
Increasing Reach
Young connected customers highly influenced by
Social Media
61%
67%
33%
29%
34%
6%
4%
26-35
3%
36-45
16-25
40%
35%
44%
49%
49%
22%
11%
16%
46-55
56-65
63%
Channels to be utilized
Rationale - Helping us in increasing the reach,
relevance, resonance
34%
Instagram influencers –
Kritika Khurana - ThatBohoGirl, Aashna Shroff, Komal
Pandey, & Ranveer Allahbadia - BeerBiceps
Above 65
Yes, I frequently base my decision upon
what's happening in my social network
Yes, I occasionally base my decision upon
what's happening in my social media
No, I rarely or never base my decision upon
what's happening in my Social Media
Micro influencers - From Tier 1,2 cities having a
follower base between 20k - 100k
•
•
•
•
Rohini James
Manvendra Singh (Men’s fashion)
Komal Gudan
Satya Saggar