A quick look into any success story shows a path-breaking idea at the heart of the tale. Flipkart is no exception. It is not the idea itself but the conviction to convert ideas into action and action into results is what defines a true success story. Measured by that yardstick, Flipkart has been hugely successful. Back in 2007, when Flipkart was launched, Indian e-commerce industry was taking its beginner steps. Sachin Bansal and BinnyBansal, who were working for Amazon.com, had an idea to start an e-commerce company in India.
One can easily call that a risky move. In a country where people have various tastes and preferences, an e-commerce start-up will always have enormous challenges. In India, people often prefer to shop in person and buy goods they see and like.
Flipkart began selling books to begin with. It soon expanded and began offering a wide variety of goods. Innovating right from the start, Flipkart has been home to few of the striking features of Indian e-commerce. Flipkart was the first to implement the popular ‘Cash On Delivery’ facility, which every online shopping website in India offers as an option today.
In the first few years of its existence, Flipkart raised funds through venture capital funding. As the company grew in stature, more funding arrived. Flipkart repaid the investors’ faith with terrific performances year after year. In the financial year 2008-09, Flipkart had made sales to the tune of 40 million Indian rupees. This soon increased to 200 million Indian rupees the following year. Flipkart targets to hit the one billion mark by 2015. Going by their ever increasing popularity, it does not seem like a farfetched thought.
Business Objectives of Flipkart
Back at the time when Flipkart was launched, any e-commerce company faced two major difficulties. One was the problem of online payment gateways. Not many people preferred online payment and the gateways were not easy to set up. Flipkart tackled this problem by introducing cash on delivery and payment by card on delivery in addition to others. The second problem was the entire supply chain system. Delivering goods on time is one of the most important factors that determine the success of an ecommerce company. Flipkart addressed this issue by launching their own supply chain management system to deliver orders in a timely fashion. many takeovers. Flipkart’s journey from a small book e-retailer to India’s largest e-commerce platform inspires a generation of start-ups. In a country where stereotypes are common, Flipkart managed to break the norm and change the ecommerce industry in India for ever. Flipkart’s story proves that if you have a great idea, and you are a doer and not a thinker, success is not far off.
- Accessibility of all products, physical and digital.
- Promote online shopping,COD,EMI , 30 day replacement policy.
- Affordability and Availability.
- Diversity in the product category and range.
Strategy & Approach adopted by Flipkart:
Product: Fear of getting defective product
Strategy: 30day replacement policy
Product: Fear of shopping online
Strategy: COD policy
Availability: Older version of products
Strategy: Marketing strategies to increase awareness of the depth and breadth of the product.
Not in stock: Flipkart procures and delivers the product to the customer whenever available if customer places the order. Or customer is notified via email that product is available and he can purchase it then.
On time delivery
Strategy: Flipkart contacts the nearest supplier to respect the target delivery date.
Usability: Confusion in navigation
Strategy: Very simple and easy to use interface. All services are synced to mobile app on all platforms like androidiPhone, Blackberry etc.
Digital Marketing Strategy:
- Service Information
- Brand Positioning
- Addressing service queries and issues
- Customer engagement
- Channels used:
- Social media
- Flipkart Affiliate Program
- Engaging Campaigns towards customers:
- No kidding , no worries campaign
- Ab har wish puri hogi – Flipkart
Flipkart – Ab Har Wish Puri Hogi campaign
The e-commerce giant Flipkart came out with its first communication after its recent brand revamp. A new digital video ‘Flipkart Wish Chain’ conceptualized by Lowe Lintas, incorporating the fresh brand identity and speaking about the wish-fulfilling capabilities of the brand. It is also followed by a TVC which is an edited version of the 2:30 minute long digital video.
This campaign emotionally connects with all consumer groups making them instantly connect to Filpkart. This campaign has increased its brand awareness, brand identity and consumer base. It has also increased the responsibility of the brand to keep up to its promise of fulfilling wishes.
- Fast safe & free delivery
- Replacement policy
- Room for customization
- Secured payment mode
- Own logistic service
- Launch of Flipkart flyte
- Flipkart it
- Technical conference
- Increase in product categories
We learn from a huge e-commerce brand like Flipkart to achieve customer satisfaction and maintain it through high engagement level and customization of their strategies towards customer needs.
Image Credits: Flipkart