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Flipkart unveils Perfect Buy campaign

Last Updated 05 August 2017, 08:45 IST
Homegrown ecommerce major Flipkart is reinventing its business model by launching a campaign ‘Perfect Buy’ to push sales of large home appliances and make the category its second largest.

Launching the campaign on Friday, Flipkart Large Appliances Category head Sandeep Karwa said ‘Perfect Buy’ will give customers a new experience in buying high-end home appliances.

“Flipkart has beefed up its back-end supply-chain processes to deliver orders with speed and ease. Next Day Delivery and installation will be simultaneously done within 24 hours in top 13 cities for brands that partner with Flipkart’s in-house service partner, Jeeves,” he said. Flipkart acquired a majority stake in Jeeves for an undisclosed amount in late 2014.

Karwa said consumers are not thinking online options while buying their next TVs, fridges or ACs. “As part of the initiative, we have enhanced customer shopping experience across selection, service, content and user interface,” he told DH.

To help customers, Flipkart has also built 9 dedicated warehouses. “We want to continue to make this second biggest category on the Flipkart platform,” he said.

According to a report by India Brand Equity Foundation and TechSci Research, TV sales in India are expected to touch $14.7 billion by 2018 from $8.3 billion in 2014. Flipkart continues to dominate in this category compared with its competitor Amazon.

Besides offering EMI option via credit cards, ‘Perfect Buy’ campaign also allows EMIs through the debit card for the first time. “So far, EMIs have been limited to purchases on credit cards. Now we have created users list who can avail EMI facility via their debit cards,” Karwa said.

According to analysts, Flipkart’s decision to focus on the big home category is to primarily maximise sales through high-margin products with low pricing. “The company is going ahead with its strategy to achieve break even at the gross profit level by the end of fiscal 2018. For this they are focusing on reducing discounts, cut logistics and warehouse expenses, and maximise its unit economics matrix,” said the analyst.
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(Published 04 August 2017, 20:24 IST)

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