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Going “Billion” with the Billion Sale: The Flipkart Strategy

Over the past few days, the e-commerce market has been getting a bit tense and saturated and thus the sale pulls it off, But

Do you know India’s biggest strength? It’s not politics or any other topic, it’s the consumers. India’s market is engulfed with capitalism and thus it brings in a novel theory of consumer ethics. India consumes at 28% of consumer products that settle for a growing economy in the county. The one rule of a growing economy is: You purchase some, and The country gets some. India has been flourishing with the e-commerce market for some time since its inception form 2012. The form of e-market is so simple yet so complex to comprehend how it works.

Shampoo, add to cart, buy, pay with your card, you receive the product in two hours, How simple and efficient is that! Flipkart is a catalog market for many products that do not stand a chance to be sold at the local retail market anywhere. A survey provides a fact that 67% of the consumers who use Flipkart and however go to the store say they’d choose online shopping over the store because it reduces traveling time and effort. The rest say that their trust over online stores is minimum providing uneventful experiences about online shopping.

Flipkart is a tremendous player in the business of setting up events, the events the Flipkart brings calls for more such e-market to set up similar fasts with varied discounts and exquisite deals. Amazon’s Great Indian festival does match up to the standards of the Flipkart day sale but not in a way of how Flipkart engages its consumers. As an avid user, it makes you sure to know why Flipkart is succeeding in this race and it all like in the supply chain and marketing management that Flipkart calls for. Flipkart CEO shared his company’s ‘secret mantra’ for better service; he calls it “Affordability.”Hence, what technique does the e-giant use to have a huge consumer base for just a 3-4 day event?

The key to the heart is marketing

Have you ever seen an e-commerce giant with petty design and lowly sustaining product catalogs that expire in a day or two? Well, that’s what Flipkart tends to avoid every single day. The disadvantage of such a market is that invariable contacts that are made with franchisees and alliances that do not have a proper response to sustaining production. The way Flipkart manages its supply chain system is commendable. The system on which they work is loosely based on the give and go process where a seller has 100% contact with every angle of his chain i.e., the middlemen, the consumer, the e-chain.

This festive season on Flipkart, they have predicted 55% growth in consumer return and 80% will come from new customers. Flipkart’s growth applauds the strategies and accomplishments of all minute details that go into its sale. Here is the psychological factor to the website The app and website were strictly designed to have an eye-catching approach. The logo is sometimes yellow and sometimes blue and the whole website has an equivalent and intelligent mix of the complementary color in nature. The same strategy goes with every other chain.

From hosting advertisements with children enacting as elderly people, it does strike a fact that the consumer base does appreciate the unique concept that consumers love to see cute kids and thus it panders to their age group. Using bandwagon effect i.e., bringing in A-list actor and other forms of celebrities to advertise the use of the app and to inform the public on incoming fests and discounts is the way to generate the hype of the situation. It’s a consumer trick that certainly does take the prize for most of the sales on their site.

Hosting a variety of games within the app, they increase their daily user range by awarding winners with a phone or any other product for the mere price for an incredible price of Rs.1. This keeps the users entertained to try their luck out anyhow and also award mini prizes like credit coins to discount their purchases. The quizzes also educate the consumer about the specifications of any product that they feature and therefore create an intention of buying.

With the recent occurrence of the Indian Premier League, a sport for cricket in India, it couldn’t have come at a better time for Flipkart. The marketing strategy that Flipkart has put forward is crazy and immense. Bringing Virat Kohli, who’s now on everyone’s mind during the league is so smart because it’ll push forward the motive for others to purchase the product. Introducing cricket gear at a heavily discounted price plus new and special featured electronic gadgets are introduced into the clustered force of eager consumers to see the product and review it in their hands and these gadgets also come at introductory discounted prices.

Calculating the Festive Season

Flipkart’s analysts predict and expect a three billion return out of all sales. Turning out to be a destination for all Indian consumers, the Aatmanirbhar principle that Prime Minister Modi had introduced thus plays a greater game for them by being all ‘Indian.’ Making production valuable and going affordable for the Indian consumer base, it doesn’t even call for an impending failure that might fall on Flipkart. Kalyan Krishnamurthy (1) says they are expanding the region to go more flexible with the public that resides in areas that do not have easy access to proper transport facilities and shopping destinations.

Flipkart has increased its seller base by making negotiable deals that appeal to the market. The Big Billion day sale already made many sellers crorepatis and they credit Flipkart for intelligent marketing and highly efficient distribution. The COVID pandemic had fallen Flipkart’s sales to a 1/5th slump in the past 7 years. The Big billion-day sale brought back Flipkart to the higher ground.