Flipkart to host hubs for big brands

E-commerce major has unveiled a new strategy, under which it would have some of the most-popular electronic and apparel brands creating exclusive "stores" on its digital marketplace.


E-commerce would have some of the most-popular electronic and apparel brands. - Flipkart


These stores, launched in April on the Flipkart mobile app with a desktop launch expected later, will help top brands target customers and drive sales by using data and analysis provided by Flipkart, as the Bengaluru- based company accelerates the process of driving revenue and trimming expenses to retain its leadership in the online retail market.

"The response till now has been encouraging," said Surojit Chatterjee, Surojit Chatterjee, Senior Vice President and Head Consumer Experience & Growth at Flipkart about the initiative that has already found customers in the form of HP, Samsung, Wildcraft, Puma, Peter England, Bosch, Vu Technologies and @Home.

"It's a way for brands to reach out in a very personalised manner while customers can discover their favourite brands, including new launches," said Chatterjee who claims his company has over 75 million registered users and over 50 million mobile application downloads.

India's online retail space has in the past seen top brands objecting to heavy discounts that these investor-backed ventures offer to customers, and this move will let them exercise control over what they want to showcase to customers, and how they want to do it.

This move by Flipkart, with the offer to help brands exercise control over how and what they showcase to customers using data, aims to build a symbiotic relationship.

Flipkart will make use of the large amount of customer behaviour data based on past purchases to help brands target potential customers more effectively. While the move helps brands build a closer relationship with customers, it will also help differentiate themselves to the buyers, experts say.

'Brand Stores' will also help Flipkart align its advertising strategy more closely with its approach to sellers and top brands selling on the platform.

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