Tuesday 5 April 2016

Flipkart counts on Top Sellers, Dabbawallas, Ekart, & new Marketing Campaign

As ecommerce players put their heads together to accommodate recent FDI developments, we can already see the changes etailers are making to stay on top. Here are Flipkart’s latest updates, some new and some renewed.

Top sellers to the rescue

Courtesy the 25% sales cap from single seller, Flipkart is forced to reduce WS Retail’s business. Due to this, the etailer is now focusing on its top sellers through a programme to improve buyers’ shopping experience and compete with other players.
“This programme which we started in October 2015 is aimed at encouraging high quality sellers who can serve our customers better. The programme will support existing and new sellers on product quality, customer service, packaging, logistics and supply chain,” shared a Flipkart representative.

Partners with Mumbai Dabbawallas for delivery

As last mile delivery has always remained a sore point, Flipkart partnered with the famous Mumbai Dabbawallas to combat this issue in April last year.
While sceptics felt that this alliance may not work, but turns out it is functioning quite well. Dabbawallas transform into Flipkart’s delivery men after their regular shift gets over at 6 pm and fulfil orders from 6-10 pm.
There were few glitches initially like delay in delivery due to cycles being main mode of transport for dabbawallas. But it was resolved soon after Flipkart presented motorbikes to them. Future plan is get more bikes and enrol the tiffin-service executives to deliver grocery.

eKart will manage Paytm’s logistics

After reacquiring eKart in September last year, Flipkart had made its intention clear to treat the logistics arm as an independent logistics provider and revenue source.
Latest reports suggest that eKart is going to manage Flipkart rival Paytm’slogistics. Sources reveal that Paytm will start using the logistic provider’s service in the coming two weeks.
Confirming the news, Sudhanshu Gupta, VP – Paytm said, “We have created a network of national and local logistics partners who empower sellers to ship to customers across the country in an efficient and effective manner. eKart will join the network along with Delhivery, GoJavas, Blue Dart and many more.”

Renewed Buyer Focus to earn trust

Now that discounts will have to phase out eventually, etailers like Flipkart are focusing on their brand positioning strategy to gain buyer’s trust.
Earlier the ads were all about offers, discounts, deals and price but now it’s all about trust, convenience and easy returns. The ad campaigns have become morelocal, relatable and speak to a wide buyer base including people from small towns & villages, senior citizens, and tech un-savvy.
Shoumyan Biswas, VP, marketing, Flipkart shared, “While the start has been great, we feel the journey has only just begun especially when the majority of the country is yet to experience online shopping. Over the next few weeks you will see the campaign get amplified by a strong social, digital and outdoor plan reaching out to national metro as well as regional markets.”
Although, this renewed advertising strategy was set in motion way before the new ecommerce policies were spelled out. Great timing, isn’t it?

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