Flipkart.com, an entrepreneurial venture by two ex-Amazonemployees launched its latest campaign in a bid to break mental barriers aboutonline shopping and increase buying confidence among Indian consumers. Thecampaign focuses on three key concerns that Indian consumers normally harbourin their minds when ‘considering’ shopping online – Reluctance to usecredit/debit cards, manufacturer’s warranty and a replacement assurance in the caseof a defective product. Indians still are a long way from actively using onlineportals instead of the regular retail shop option.
The brand faces a similarchallenge that the biscuit manufacturer McVitie’s is facing in its category -Getting people into a new ‘habit’. McVitie’s campaign (The Habit you’d love to keep campaign) therefore aims at growingthe category before it can grow the brand. Similarly, breaking mentalbarriers is the first step and a critical success factor to ecommerce sites andFlipKart is on the right road to achieving that objective. The real motivation toshop online though is the price differential and in some cases a wider productchoice. The campaign has been crafted creatively and drives the point home. FlipKart needs to follow-up this campaign after a short period with more campaigns to draw visitors and more importantly increase buying confidence among consumers.
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| Click here to visit the ‘amazon inspired’ FlipKart website |
Affiliate marketing through cross-promotion, discount couponsand strategic tie-ups will give the brand the necessary mileage. With a‘first-mover’ advantage, FlipKart can aim to carve a niche in the consumerminds when it comes to shopping online. With a soft launch with their first campaign,FlipKart should do more to champion not just the brand but also ‘the habit’.With the likes of ‘BookMyShow.com’ doing well (which also took time to gaintraction), FlipKart can ride the wave of online shopping.
Rating: The campaign doesa good job in making online shopping an advantageous experience for thecautious
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