Brand bounce-back: Flipkart marketing lead expects Indian festive season to trigger growth

The Drum 30 Sep 2020 03:00
Flipkart’s head of customer, marketing and digital businesses expects the upcoming Indian festive season to trigger growth

In this column, The Drum asks marketers across categories and geographies to share their experience of combating the Covid-19 crisis, the learnings along the way, how they tweaked their go-to-market strategies and what their new playbook looks like as they seek growth. This week Vikas Gupta, head of customer, marketing and digital Businesses, Flipkart, shares his learnings and the future plans of the leading Indian e-commerce marketplace, that aims to “understand the needs and expectations of Indian consumers better than most”.

Unravelling the emerging e-commerce consumer

The pandemic has changed consumer behaviour in a big way, forcing businesses to rethink and reinvent their way of working. With people preferring to stay indoors during the pandemic, there has been a significant rise in demand for essentials and for products that catered to their working, learning and entertainment needs. Some of the emerging trends and demand patterns of the last few months include:

Brand Journey last few months

Going hyperlocal: In July, we launched our hyperlocal delivery service ‘Flipkart Quick’ to provide consumers with a handpicked assortment of more than 2,000 products in categories such as grocery, fresh, dairy, meat, and other essentials, with the delivery time of just 90 minutes.

Ramping up the essentials business: As the government encouraged the home delivery of essentials in place of people having to leave their homes, we prioritized grocery deliveries across hundreds of cities. From relatively humble beginnings, the brand’s grocery and essentials business was leapfrogging to many more cities, enabling us to help millions of consumers under the countrywide lockdown.

The brand launched a marketing campaign #AaoPhirPakdeRaftaar in June to inspire a sense of togetherness - by highlighting the challenges faced by sellers during the pandemic, and offering hope of economic revival in the days ahead.

We have on-boarded sellers from across the country and give them the necessary technical hand-holding as they scale up their business. We want to continue this momentum and bring consumption back to its pre-Covid-19 levels.

The big marketing learning during Covid-19

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Vikas GuptaFlipkart
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