Flipkart to localise marketing campaign to drive sales in 20 small cities


One of the key takeaways from a recent EY report on Ecommerce in the BRIC’s countries touched on the point that there are an astonishing 800 million non-English speaking literate Indians in the country who would be more responsive to content in their local dialect.

Flipkart seems to have taken a leaf out of that book with its latest offering, as it plans to target 20 small cities in a large scale marketing campaign. Its past marketing endeavours has been national-centric and its new focus will target consumers at the micro-level.

What the marketing campaign will entail

  • The campaign will include marketing and advertising boards in local languages to communicate their message more strongly.
  • The company is hiring local superstars to appeal to the regional audience.
  • The campaign will unfold over the next two to three months, to take advantage of the lucrative festive season.

“We realise that it’s about time we take a regional approach to our marketing. A lot of these products are not available in these cities and sometimes they don’t even know these can be bought online,”said Ankit Nagori, chief business officer, Flipkart.

An internal survey has shown that customers in smaller cities are concerned about safety online, which the company is attempting to alleviate. Flipkart currently receives under 30% of its demand from smaller cities, which generally has a lower internet user base.

Road map and rivalries

Top leaders from the company will journey around the country and address vital stakeholders such as consumers, media and sellers in places like Guwahati, Jalandhar, Ludhiana, Jaipur and Surat. Tirupur, Ludhiana and Panipat are cities with a huge number of home and handloom sellers which Flipkart is also hoping to reach out to.

Flipkart’s rivals ShopClues earn more than 50% of its sales from non-metros. Snapdeal also is doing good business in smaller cities, while Amazon India is growing their base in the smaller pockets to. Flipkart is convinced that the next few years of success will be based on the penetration of tier 2 and tier 3 cities.

Flipkart produced a fashion report recently giving insights into consumer trends in various regions which highlighted the diversity of the country. Its latest marketing initiative will see India’s largest ecommerce giant gather greater analytical insights and help cement its position as the leader.

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