Ideas That Empowers Dreams

Research & Insights Cohort Segmentation & Barriers Competitive Benchmarking

Source: Mint.com
Primary Research
Survey Interview FGD 1B 60% 35M 45% 4M 48.7%
Customer Customers From App Shopping in First-time Internet
Sample Size

175 15 2 Visits Tier 2 & 3 Downloads Vernacular Language Customers Penetration

Respondents People 2*4 People Source: Flipkart, 2022

1 Insights Derived from Primary Research 2 Secondary Research

Sought After Sales Category (TBBD) Factors Influencing Shopping Behavior Decision-Making Criteria Flipkart's TBBD 2022: Innovative Marketing Strategies
Fashion Mobile Beauty & Personal Care 5:23 mins
Integrated Campaign: #UpgradeTohBantaHain
1 Discounts & Offers Online reviews Avg. Website/App
Visit Duration
1 merged online-offline experiences in TBBD 2022
Relatives

22% Video platforms Autorickshaw Memes: 500 autos spread funny

16% 15% 2 Product variety
Web Search 5.74 2 memes citywide to create buzz
Avg. Web Pages
Social media platforms per Visit
Electronics 3 Free shipping Signature Cocktails: Partnered with Social
0 50 100 150 3
Books & Music Grocery Home & Furniture
33% Females & 67% (restaurant) for Big Billion Day cocktails
5% Males Visitors 185.2M
21% 8% 7% Appliances 64% 60% 55% Website/App Visits
last month 4
Influencer Engagement: Collaborated with Tanmay
Bhat, Rahul Dua, and more
5% Affected by Limited Impulse Buying Waits for Sales Of Flipkart users are
Time Offers Behaviour Events 70% 18-34 years old 49.22% Animated celebs used AR filters with iconic dialogue
5 to increase Social Media Engagements
I'm attracted to the discounts and deals available online. It's a great way to save money while getting what I need. Website Bounce
Rate
Soham Das, 21-year Source:Similarweb Source:socialsamosa.com

3 Customer Pain Points

Word Association Graph based on Primary Research
Min Max Products frequently being out of
stock is a common concern Needs quick
delivery for urgent Needs quality and
Needs bulk authenticity in
project needs purchasing options
Lack of trust and fear of damaged products for artistic
for office supplies creations
products lead to lower consumer
confidence
Pratik, 24,
Return issues have led customers Student Needs high-quality Needs affordable
to a poor shopping experience. photography & tech deals on Indian wear
gadgets for content Yash, 23,
with reliable delivery Artist
creation
A prevailing factor for non-
Rajiv, 45,
participation in the TBBD was the
Aditi, 30, Businessman Neeta, 35,
lack of awareness about it Influencer Housewife
Word Cloud based on Primary Research
 Ideas That Empowers Dreams
Research & Insights Cohort Segmentation & Barriers Competitive Benchmarking
1 Consumer Personas 2 Customer Journey Mapping
Individuals who enjoys the Awareness Consideration Purchase Delivery Usage Loyalty
convenience of online shopping
Stays up-to-date with the latest e- - Sees Flipkart ads/posts - Browsing products - Completing payment - Using the product - Repeat purchases
- Online search - Reading reviews - Providing delivery details - Tracking order
commerce trends User Actions - Recommendations from - Comparing prices - Applying promo codes - Receiving the product
- Contacting support - Referring friends/family
Shop-Savvy Swati others - Adding to cart/wishlist - Selecting delivery options
- Providing feedback - Engaging with content

- Website/app - Checkout process

People who find joy in exploring brick- - Social media - Product pages - User profile settings - Order tracking page - Product - Website/app
and-mortar stores & prefers the personal Touchpoints - Search engines - Price comparison - Promo code section - Delivery - Customer support - Referral program
- Word of mouth websites - Delivery options - Feedback/rating prompts - Blog, social media
touch of in-person shopping experiences
- Cart/wishlist
Bazaar Babu
Lack of awareness of TBBD sale
🤩 😊 😄
Emotions 😐 🤔 😔 😤 😫
The Indian Customers are Price- People with limited internet access - Too many options - Payment security - Difficulties in product
Conscious, Value-Driven, and - Limited delivery updates - Competition from other
Relies on offline methods for their - Overwhelmed by ads - Unclear product details concerns usage
Pain Points - Information overload - Concerns about - Hidden fees, shipping
- Damaged products,
- Slow response times,
platforms
make Family-Oriented Choices shopping needs
authenticity issues
wrong items
unhelpful support
- Irrelevant content
Not-So-Netizen Nilesh

3 Cohorts Segmentation
I prefer researching I value the personal I am making
Shop-Savvy Swati Bazaar Babu Not-So-Netizen Nilesh
thoroughly and touch of local stores every penny
making educated and the expertise of count for my
24yrs, Student, Mumbai choices 45yrs, Teacher, Ahmedabad shopkeepers 33yrs, Guard, New Delhi loved ones' needs

To Stay up-to-date with the latest trends To Value product quality and authenticity Focus on supporting family and friends
Goals To Embrace the Convenience of Online Shopping To stay connected with his family members Wants the best facilities for his children
To find the best deals and discounts To have a sense of community Seeks value for money in his purchases

Actively compares prices from various platforms Prefers the personal touch of in-person shopping Gets his orders placed through young peers
Shopping Actively uses social media for shopping-related activities Aware of options but doesn't transact online Not usually comfortable with the interface
Habits Values online reviews and recommendations Finds joy in exploring stores, and chatting with A purchase decision based on word-of-mouth
Shows impulse buying behavior during major sale events sellers for entertainment. Relies on offline methods for shopping

Triggers to Attractive discounts and offers Assurance of product authenticity and quality Family needs triggers purchase decision
Buy Online reviews & Influencer recommendations Creating Local store familiarity within online shopping Highly influenced by Word of mouth

Lack of discounts & Unavailability of desired products Resistance to change from traditional shopping Lack of awareness regarding TBBD sale
Barriers
Fear of missing out on better deals in the future Lack of sense of community during shopping Digital illiteracy leading to Navigational Challenges

Research & Insights
1 Flipkart Vs. Amazon - Major Competitor
Customer Perception
3 Cohort-Wise Flipkart Positioning
Convenience
Highly values convenience,
Flipkart is perceived as
convenient due to Flipkart
Shop-Savvy Swati Pay Later
Perceives less
convenience with Flipkart
compared to traditional
Bazaar Babu shopping
Relies on offline methods
and thus views Flipkart's
convenience, lower due to
Not-So-Netizen Nilesh limited internet access
Cohort Segmentation & Barriers
Actual Scenario
Competition Price
Sees Flipkart as Finds Flipkart competitive
competitive due to its in terms of price due to
wide range of products, discounts and offers
discounts, and offers
Perceives Flipkart as less Values quality and
competitive due to authenticity more than
mistrust in online price, but Flipkart's prices
shopping is seen as reasonable
His offline shopping habits Being highly price
make him less aware of conscious sees Flipkart as
online competition competitive due to value
for money
Ideas That Empowers Dreams
Competitive Benchmarking
2 Big Billion Day Vs. Great Indian Festival
Opportunities Electronics
% of Products Discounted
Type 1
Flipkart might need to communicate its diverse Grocey-Cooking Essentials
Products were either
Men's Fashion
product range more effectively. Personal Care
priced the same or were
discounted over the sale
Women's Fashion compared to pre-sale
Focus on customer support, innovate with new 0% 20% 40% 60% 80%
features, and leverage customer feedback for Electronics
Type 2
Grocey-Cooking Essentials
continuous enhancement. Men's Fashion Products whose prices
Personal Care continued to be the
same even during the
Simplify order processing and optimize return Women's Fashion
sale
0% 20% 40% 60% 80%
policy to enhance delivery & fulfillment
Flipkart's Big Billion Day sale offered
Flipkart needs to promote its offers and more attractive deals
discounts better for the same to create Flipkart's Big Billion Day: 54% products
discounted, outmatching Amazon's deals
awareness about it
Source: Google Trends Source: Dataweave.com
4 Potential Ideas: To grow 2.5x customers in TBBD
Quality Differentiation दे सी Connect Flipkart's Social Influence Hub: Rate, Earn
Judo Dil Se Community Points, Empower Connections!
Values quality but might Sees Flipkart as Campus Ambassadorship Program (CAP) where CAPtivate
perceive Flipkart's quality differentiated due to mega
slightly lower due to sale event, TBBD students will promote TBBD on their campuses
concerns with authenticity #CAPtivated (for TBBD)
A mutually beneficial strategic alliance between
AirKart
Flipkart & Airtel, provide customers with free
Shop Smart, Connect Smarter data deals on purchases from TBBD
Values quality and Finds Flipkart less
authenticity, which might differentiated due to a
align with Flipkart's preference for traditional
offerings shopping experiences Print Media + Category QR Code: Bridge Online- Swiftlink
Offline Shopping, Empower Peers for Sale Access From Offline to Online
Values quality and Marketing Campaigns Use upcoming Cricket World Cup to create buzz
Sees Flipkart as somewhat
Flipkart's reputation is differentiated due to its Unlock growth through TBBD Anthem and "I Dare
seen as good enough value-focused offerings CWC Buzz, FOMO You" social media challenge