Competitive landscape: Flipkart v/s print media

Comparison of daily readership of leading newspapers with daily visits on Flipkart (in mn)

End to end platform

AWARENESS

ENGAGEMENT

CONSIDERATION

PURCHASE

Awareness Uplift• Impressions, Views

Engagement Uplift• Action Rate, Engagement Rate

Consideration Uplift• Add to Cart, Add to Wishlist, Product Page Views

Purchase Uplift

Power of transacting consumers

100 MN Registered users

10 MN Daily visitors

7.2 MN Daily unique visitors

1 IN 5 visitors make a purchase

>1.6 MILLION HRS

of engagement

65%consumers’ income

exceeds 3l p.a.

between 18-35 years of age

80%80% 49%

graduates orpost-graduates

mid to senior Levelprofessionals

68%

Top 8 metroscontribute to

Of Flipkart’s visitors

Gender mix and age mix

Customer distribution by top cities

48%customers in Flipkart

are from top 8 cities

60%customers place multiple orders

at Flipkart

Customer mix - sales channel & geo

Non-metro cities have a share of 58%

• While 17% of the customers have transacted

through more than one sales channel, (0.8%)

have used all the three channels

• App only customers are 75% more than web

only customers

- Premium ads

- Brand story showreel

- Brand story cards

• First page first look

• High visibility of daily visitors

• Top of mind recall

• On iOS and Android

Premium ads

I n s t a n t r e a c h t o a l a r g e p o o l o f d a i l y v i s i t o r s

w h o v i s i t t h e F l i p k a r t h o m e p a g e e v e r y d a y

B e n e f i t s :

• H i g h v i s i b i l i t y f o r B r a n d s

• B u i l d s B r a n d r e c o g n i t i o n

• H i g h R e a c h

• Canvas engaging story in one go

• Dedicated landing page

• Non-intrusive ad formats

• Sharp targeting with profiled audience

• On iOS and Android

Brand story Showreel

E n g a g e w i t h u s e r s d u r i n g t h e i r d e c i s i o n m a k i n g

j o u r n e y . B r a n d s h a v e a l a r g e r c a n v a s t h a t t h e y

c a n u s e t o w e a v e a s t o r y a b o u t t h e i r p r o d u c t s &

e n g a g e t h e a u d i e n c e

B e n e f i t s :

• B r a n d s c a n c r e a t e a s t o r y o n t h e F l i p k a r t a p p

u s i n g c o n t e n t , i m a g e s a n d p r o d u c t l i s t i n g s

• W e o n l y c h a r g e o n v i e w , s o B r a n d s d o n ’ t h a v e

t o w o r r y a b o u t w h e n , o n l y a b o u t w h a t

BRAND STORIES

• Comes with 6 scrollable cards, lets

each brand talk on the 2nd fold of the

site.

• Each card features the ad of one

brand.

• On iOS and Android

Brand story cards

- Consumer targeting

- Multiple formats

- Targeting

• The right message to the

right user at the right time

• High action and engagement

rates

CONSUMER

TARGETING

• Interactive ad formats

• In the form of showreels,

banners, infeed cards,

etc.

MULTIPLE

FORMATS

PRODUCT LAUNCH & SUSTENANCE

Premium Ads format and

Brand Stories

BUILDING BRAND

Premium Ad format

and Brand Stories

INCREASECONSIDERATION

Brand Stories + Premium Ads

INCREASECONVERSIONS

Brand Stories + Premium Ads

Product recommendations

Demographic Targeting Psychographic Targeting

Dividing audience groups based ondemographic features like gender,age, location, income levels, etc.

Dividing audience based on their interestslike hobbies and behavioural preferences, etc.

So, what is the current Industry like?

Don’t miss out on any one In the targeting game

How does one go beyond the ‘One-size-fits-all’ concept?

Advertisers aren’t very sure when it comes to targeting relevant audiences.

Around 50% of the digital advertising budget is wasted due to incorrect targeting of advertisements.

COMMERCE TARGETING AND FLIPKART

Target the right audience at the right time

Commerce targeting and Flipkart

Gender

Location (City and State granularity)

Age (5 ranges)

Telecom Carrier Device Maker

Network Type Device Type

Brand Affinity - User’s preferred brands

Price Affinity - User’s preferred spendingpower in specific categories and stores

Payment Mode - User’s preferredpayment mode

Payment partner - Bank - SBI, HDFC etc

Behavioural Segments

Demographic FeaturesCommerce Segments

Advanced Targeting Options

How Flipkart segments its audience

Recent Browse Behaviour - Categories and stores browsed within Flipkart

Recent Purchase Behaviour - Categories and stores purchased from within Flipkart

The campaign for Kotak was created by targeting only 8 cities. After a few days, we extended targeting to only Males and excluded Bronze customers* as they have a lower engagement rate.

The different categories of consumers for targeting

Gold:Relatively lower average order value,lower frequency of purchase

Platinum:Very high average,high frequency of purchase

Silver:Relatively lower average order value,lower frequency of purchase

Bronze:Relatively lower average order value,lower frequency of purchase

The Kotak success story

2168Leads

5.40%

Engagementrate

0.60%

Action rate

12.48

Lakhs budget

576 RsCPL(Cost per lead)