Online shopping flipkart

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Online retail market in India is Booming. Emerging brands are proving to be threat to the masters in their category.
A quick overview of the market, online shopping behavior and importance of consumer experience is the key content of the presentation. Efforts of brands using Social Media to connect and build long term relationship with the online audience is also highlighted. Some marketing strategies for Flipkart.

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  • http://dbgorg00d8r0p.cloudfront.net/wp-content/uploads/2013/02/eSparks-shared-presentation.pdf?9d7bd4
  • Online shopping flipkart

    1. 1. Reinventing
    2. 2. Content• Online Retail Market in India• Online behaviour• Introduction to Flipkart• Current Scenario• Business Models• Competitor Analysis• Where Flipkart Stands• Reinventing Flipkart• Promotional StrategiesGet Ready for superior experience…
    3. 3. Online Shopping Trends in India, 2013http://www.youtube.com/watch?feature=player_embedded&v=aW8-FUFPySQ
    4. 4. Online Retail Market in India • The online retail market in India may grow to Rs 70 bln (over $1.30 billion) by 2015 from Rs 20 bln in 2011 as internet access improves. - ASSOCHAM 5% 6% 10% 34% Consumer durables More than 50 % Apparel and accessories of the sales Books 15% Beauty and personal care happen in Home and furnishing non-metro cities. Other 30%China - 1,000 deal sites Indian e-commerce co - 70
    5. 5. • Social Networking and search act as entry points to retail sites, showing higher overlap• Portals and Entertainment sites are also popular among retail users• More than 70% consume Business/Finance, News and web-mail.• Online retail reach is 1.5 times more than online travelComscore report
    6. 6. Online shopping experienceStudy conducted by UPS
    7. 7. Introduction to Flipkart• Founders: Sachin and Binny Bansal• Background: IIT Delhi & ex Amazon• Year: 2007 Investment: 4 lacs• Headquarters: Bangalore• Started: Books• Today: More than 15 categories• Revenue: Rs 500 crore (FY 11-12)• Investors: Tiger Global, Accel Partners and South Africas Naspers• IPO expected: In next 2-5 yrsMaking Customers Happy is our highest priority
    8. 8. Current Scenario• Lack of transparency in Accounting strategies• Building Infrastructure and adding people at irrational pace• Huge investment in last mile delivery, warehousing and technology• Dead stock situation• Internal conflicts• Attempt to return 30-40 % of books they had bought a year agoStruggle to remain Customer Delight…
    9. 9. Competitor analysis - Catagorised Other Categories Books and ebooks Flipkart Infibeam Yebhi Dial-a-Book Jabong Bookadda snapdeal Friends of Books ebay Indiatimes Shopping homeshop18 eBay myntra Junglee Zovi uReadManaging Inventory is the biggest challenge
    10. 10. Inventory Model - SWOTNeed of the Hour
    11. 11. Inventory Model - SWOTFunds Blocked
    12. 12. Different views • Pepperfry – e-commerce player takes upon itself the task of running inventory and logistics – No warehouse management and outsourced logistics • Yebhi.com – Vendors keeps the inventory at their warehouses – Have own logistics team in place – Suppliers finance inventory • Jabong.com and Flipkart – Own inventory modelKnowing when to go by the book and when to throw it
    13. 13. Competitor Analysis
    14. 14. •24x7 call centre•Delivery time 48 hrs• Rich catalogues to choose from•Less discounts but latest products
    15. 15. Myntra• “A fashionable new age”• Reach out to a larger number of consumers – Launched first brand campaign focusing on benefits of online shopping• Logistic partner for beinghumanclothing.com
    16. 16. Shop by Trends and BrandsUpdating youth with latest trends
    17. 17. Satisfying Customers through getsatisfaction.com
    18. 18. •Signup incentives•Offers unlimited• Extensive range of Brands•Top visited site - comscore
    19. 19. Jabong• Jabong is the most visited retail site followed by Flipkart and Amazon• 11.6 million unique visitors per month• Celebrates the shopaholic in TVCs
    20. 20. Premium Brands makes special appearance
    21. 21. ebay• Celebrates 8th year with offers to the consumers – WTF (Way to fab) sale – Coupons – 0 EMIs across ebay• Focus on Deals in their TVCs
    22. 22. Yebhi• Consistently trying to replicate the offline behaviour• Business Model Collect items from Vendor’s Order received warehouse Process and sent to customer• Delivery time 1-2 days (including Sundays)
    23. 23. Yebhi Karke Dekho Promotion - TVC & websiteEliminating touch and feel factor while shopping
    24. 24. Realtime updates• Realtime shopping updates• Cash Back offers
    25. 25. Offerings
    26. 26. Exploring Flipkart
    27. 27. Home page 1st scroll
    28. 28. Website• Old school Look and feel• Looks like electronics only website• Category sections looks like limited• Compared to other website flipkart scores 4 out of 10• Need to give modern look to the website• Personalize the content for regular visitor• Text, colour and creatives needs to be refreshed
    29. 29. Inside page • Items displayed needs to be regularly refreshed as per availability • Products should zoom out on mouse over
    30. 30. Social Media "The number of social media users in urban India reached 62 million by December 2012 and it is estimated to reach 66 million by June 2013," - IAMAI Youth audience – Primary target of Flipkark spends huge chunk of time sharing views on social media Social Networking and search act as entry points to retail sites, showing higher overlapPower to Make or Break your brand
    31. 31. Less than 1% engagement
    32. 32. Fans Wall Posts •No real time interaction of brand with the fans •Clarify, apologizeImportant - Don’t leave them unsatisfied
    33. 33. Decent number of followers and interactions
    34. 34. TVC• Innovative concept to put across the message#Bangon
    35. 35. Energizing Flipkart
    36. 36. Strategy Listen Offers Engage Services Customer SpreadKeep him happy before he is ready to go…
    37. 37. Service• Flipkart Express• Time is more important than money• This service will help the customer to get the product on urgent basis• Flipkart will skip the regular process for these orders to reach quickly to the specified destination• Flipkart will charge extra for this service
    38. 38. Offers• Your Combo our Price• All shopping websites give offers on pre defined combos• Flipkart will gives chance to the customer to make his customised combo• Ones the combo is made it is submitted for flipkart quote• Flipkart here has a chance to surprise the customer with the price considering the multiple product purchaseEncouraging group buying
    39. 39. Listen • Strong ORM in place with professional support • Keep track what competitors are doing • Track conversations to fulfill the GAP in the category • Analyse reactions on updates and offersIf speaking is silver then LISTENING isGold
    40. 40. Engage• Continous online presence through – Owned Media – Earned Media – Paid Media• Disseminate Useful information• Interact with influential people• Engage with all the mentions of brand in digital space• Offers and their promotions to be done creativelyEngagement builds long term relationships
    41. 41. Spread • QR CODES • Every parcel will have QR code embedded on it • The user can scan the QR code to unlock discount for next purchase • Scanning will convert into Tweet which will have a customized message Just received my @flipkart parcel #HappyAmplification effect
    42. 42. The door of opportunity is always marked PUSH. Happy Shopping!! - Thankyou Bhavna Vaja bhavnavaja@gmail.com

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