CURRENT SCENARIO

MARKET SCENARIO IDENTIFICATION OF ISSUES RECOMMENDATIONS IMPLEMENTATION MAP

KEY FACTS PERTAINING TO

FLIPKART & TBBD
666mn 250mn 52% 110 1.5X
Users visited Flipkart Customers reached Customers came Orders were placed Transacting sellers
Sources: Flipkart, Mint on TBBD in 2020 across the nation from Tier 3 cities per second in 2020 over 2019

1 Customer Pain Points 2 Hyper-Segmentation

Building segment specific goals & strategies 4 Market Basket Analysis
Need : Become part of evoked set in purchase
New/ Non decision by introducing them to Flipkart experience
engaged Communication Message : Showcasing the value
customers through affordable deals to increase app downloads
Need : Make Flipkart first choice while looking for
Word Cloud based on Tweets mentioning TBBD Existing low products online
loyalty Communication Message : Communicating improved
• Lack of trust & Fear of receiving customers
Damaged products decreased customer experience to enhance engagement
consumer confidence Need : Simulate repurchases to improve customer
Engaged
retention
• Late Delivery & Low Quality products customers • Market Basket Analysis helps retailers
Communication Message : Personalized communication
lead to cancellation of orders complemented with strategies like referrals to strategically place products in the
physical store or place feasible online
• Allegations of Price Hike & False recommendations to increase sales
discount on products made people cite 3
Flipkart as not credible • We found Personal Care Products,
Mapping Baby Products, Fitness Supplies are
• Out of stock products a common Customer products which are most commonly
complaint by customers Journey bought together
 ULTIMATE SOLUTION
Objective: Enabling a step change in consumer experience and perception towards Flipkart & TBBD

Phase 1 FLIPKART EXPERIENCE Phase 2 UNIQUELY FOR YOU Phase 3 MY SHOPPING GUIDE

Begin building the exceptional Flipkart experience by Launch across new category segments and develop Develop capabilities to customize products according
promotional activities and immersive advertisements new services and strong supply chain capabilities to the customer's unique lifestyle and needs
The BIG Idea
Customer gets enticed by online shopping experience Pampered by premium experience through new initiatives Personalized products for ultimate shopping experience

1 Flipkart Assistant (FlipHero) Video highlighting Flipkart 2 My Gang 3 Live Counter

Assistant’s Personal Touch
• Available at a premium, the 789710 active users
product enables a human
touch combined with AI 5 Gang Members 7 Challenges 1 Ultimate Prize • Across TBBD, website and app
power giving the customer will show fixed KPI’s on -
warmth and intelligence they • Flipkart’s My Gang is a quest that runs
need across TBBD. Each user can form a gang o No. of shoppers online at
of 5 Flipkart users, where 1 user can only the present moment
• The average conversion rate be a part of 1 gang o Top 3 segments sold
for ecommerce globally is o Amount saved till now
4.31% • Gang Milestones will be set, where each o Number of products sold
member of the gang will receive special
• Owning it’s majority reason to shoppers who can’t decide what to buy, or what fits
discounts on achieving the gang • Enabling Vicarious learning, the
them perfectly, a Flipkart assistant aids a customer in choosing the right product
milestone strategy aims to ensure the
unsure customer of trust shown
Personalization Customer Cost User Adaptability Better Engagement Product Guidance • Gangs with the maximum shopping at by Millions of people through
45% users Less by 30% 37% users 3x Likely 5x convenient the end of TBBD will get special prizes standard easy to implement KPIs
 IMPLEMENTATION ROADMAP
Year 1 Year 2
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Launching and Expanding Flipkart assistant Revenue generation after trial phase gets over (users pay for the premium service)
Improving
UI and backend development for launch Promotion of ‘My gang’ Initiative
Flipkart
Experience Promoting KPI tracker Integration Flipkart Live counter
Marketing campaigns to improve Flipkart’s brand positioning TBBD Sale Launch in Q3 TBBD

1 Mass Media 2 Social Media Influence 3 Increasing Reach

• A nationwide launch covering all channels and geographies Young connected customers highly influenced by
till tier 3 Social Media
• Going grassroot to increase the relevance and resonance

40% 35% 44% Channels to be utilized

PHASE 1 PHASE 2 61% 67% 63%
Rationale - Helping us in increasing the reach,
Nationwide Ads in magazines, Grassroot marketing through 49% 22%
49% relevance, resonance
newspapers, influencers on all targeted campaigns and ads 33% 29% 34% 34%
Social media channels with a focus to increase 16% Instagram influencers –
6% 4% 3% 11%
relevance and trust among Kritika Khurana - ThatBohoGirl, Aashna Shroff, Komal
Out of home marketing (OOH) customers 16-25 26-35 36-45 46-55 56-65 Above 65 Pandey, & Ranveer Allahbadia - BeerBiceps
Hoardings at eye catching, Social media campaigns via Yes, I frequently base my decision upon
Micro influencers - From Tier 1,2 cities having a
strategic locations having collaboration with the micro what's happening in my social network
follower base between 20k - 100k
traffic jams influencers
Yes, I occasionally base my decision upon
what's happening in my social media • Rohini James
Theme - Tired of Rising Theme - Flipkart:
• Manvendra Singh (Men’s fashion)
prices? TBBD is back to Making quality products No, I rarely or never base my decision upon • Komal Gudan
your rescue affordable to India what's happening in my Social Media • Satya Saggar