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Flipkart’s Big Billion Day Sale is back, sans the buzz and razzmatazz

  • Flipkart is
    back with the second edition of its Big Billion Day Sale, scheduled between
    October 13 and 17. The five-day bonanza will be an app-only shopping event as
    the e-tailer claims it gets over 75% of its traffic from mobile. Products
    across 70+ categories with exciting offers and discounts will be up for grabs.
    • Flipkart is
      back with the second edition of its Big Billion Day Sale, scheduled between
      October 13 and 17. The five-day bonanza will be an app-only shopping event as
      the e-tailer claims it gets over 75% of its traffic from mobile. Products
      across 70+ categories with exciting offers and discounts will be up for grabs.
    •  
    • Image result for flipkart
    •  
    • However,
      advertising and marketing buzz around the sale are conspicuously absent this
      year. 
    •  
    • Last year,
      Flipkart had advertised heavily for over 15 days proceeding to the event, to
      create hype around the Big Billion Day sale. However, this year they seem to
      have adopted a different strategy on advertising and marketing the sale. The
      company has released only one campaign and is promoting it across mediums,
      unlike the previous year, when it had released a host of creatives and launched
      an advertising blitzkrieg across ATL and BTL.
    •  
    • Flipkart has
      so far not made any comment on it.
    •  
    • Experts,
      meanwhile, are of the opinion that Flipkart does not need to spend on
      advertising, as people are already aware of the Big Billion Day Sale.
    •  
    • Samit Sinha,
      Managing Partner, Alchemist Brand Consulting told
      AdAge India that as a residue
      of the first season, Flipkart has gathered a huge user base that had already
      anticipating the second season of Big Billion Day Sale. “Despite several
      issues, Flipkart received a tremendous response to the Big Billion Day Sale in
      the first season. Hence, it is one of the reasons that the brand is keeping a
      low approach for advertising this season,” he said.
    •  
    • “Since
      they are app-only this time, they would be promoting it on that platform and
      their prospected customers would definitely know about it. Also, the kind of
      marketing, which they did for the first season was enough to create a heavy
      recall for Big Billion Day. So, this time Flipkart’s job is to execute it
      better than last year and not invite more troubles,” said Pratap Bose,
      managing partner, the Social Street.
    •  
    • However, K
      Vaitheeswaran, e-Commerce consultant and founder of IndiaPlaza, has a different
      perspective to this.   “In the first season, their execution was
      poor, so they would want less orders and better execution. This would result in
      a good public relation for the brand. Secondly, they are executing the sale only
      on app, which reduces their traffic, and hence, they have a better chance of
      executing the reduced number of orders. Thirdly, there is a lot of pressure
      building on the brand as they are running out of money to spend. So, they need
      more profits, which means, assigning higher value to products but if they do
      so, the customer will run away. So to save money, the only option is to cut on
      advertising. Fourthly, in the last 12 months, the scenario has changed in the
      e-Commerce market and Amazon has grown very strongly to become the largest
      player. They have better execution, delivery and marketing muscle than
      Flipkart. All these factors together have pushed Flipkart to lay low,” Vaitheeswaran
      was quoted as saying by the marketing and advertising website.
    •  
    • According to
      a report, Flipkart is ramping up logistics, technology and seller base for
      delivering to over 20,000 pin codes across India.

     

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