Kapil Thirani on how Shopsy’s hypervalue proposition is reaping rich rewards

Shopsy, the hypervalue e-commerce platform from Flipkart, is gearing up for its 6-day-long Grand Shopsy Mela, which is scheduled to kick-start on March 12 and end on March 17. Customers will be able to access more than 10 lakh products at price points less than Rs 99 across categories like Fashion, Beauty, Home and more as part of the sale.

The brand recently rolled out a campaign featuring Sara Ali Khan to provide a new perspective on sale campaigns emphasising the emotional connection and shared experiences that bring families together while shopping.

In conversation with Adgully, Kapil Thirani, Head of Shopsy at Flipkart, provides a comprehensive overview of the grand Shopsy Mela campaign, set to embark on its fourth edition. Thirani delves into the campaign’s key messages, emphasizing Shopsy’s status as a hypervalue destination offering substantial discounts and a diverse product range. The interview touched upon the campaign's strategic choices, including the selection of Sara Ali Khan as the brand ambassador and its target demographic across Bharat. Thirani also shares insights into the challenges faced during the campaign’s conceptualization, shedding light on how Shopsy aims to break the sales clutter and establish Grand Shopsy as a recurring and eagerly anticipated event for value-seeking consumers.

Could you provide an overview of the Grand Shopsy Mela campaign, and what is its primary message?

This is the fourth edition of this Mela. We had done the first one around September 2022. The Grand Shopsy Mela has found a very strong footing among our shoppers, who are very happy with shopping on Shopsy.

Shopsy is a hypervalue destination and we offer great deals and discounts and a huge number of products. Every hour users will have some offer to look forward to, which will keep customers coming back again and again. We are a horizontal platform and sell almost every kind of product. Currently, we have more than 1,300 categories.

Shopsy stands for offering very good deals – for instance, we are offering sarees for as less as Rs 85 and kurtis for almost Rs 50. Then there are hair accessories, which start from just Rs 5, while bedsheets come for less than Rs 175. We are looking forward to make sure that people come together as a family and shop together and end up cherishing the event and celebrate the entire Mela together.

Could you share some insights into the process of conceptualising and executing the Grand Shopsy Mela campaign?

The entire genesis is based on the fact that people wait for a sale together as a family. This insight becomes very important if you look at the way we have charted out the campaign – it is not just some celebrity promoting the shopping festival, but the whole idea of a family coming together and how everyone’s needs and demands can be fulfilled.

What was the rationale behind choosing Sara Ali Khan as the brand ambassador for Shopsy?

The engagement with Sara goes back almost two years. We have been working with Sara almost since the conceptualisation of Shopsy. So, she has been there right from the start and the vibe that she gives, about her being known for value shopping and being an expert shopper, gels with the brand. That is what Shopsy stands for.

Could you elaborate on the markets or demographic segments you are targeting for the Grand Shopsy Mela campaign?

We are a destination for all the consumers of Bharat who are seeking value. They very price sensitive and whenever they find some product which offers great value for money, it becomes a subject of interest for them. In terms of markets, states such as West Bengal, Maharashtra, and Uttar Pradesh have been big contributors for us and they will continue to be so for the coming editions.

Could you share any qualitative data on the impact that campaign has had on user engagement or sales?

All the users have loved the campaign. They keep coming back to the app and continue purchasing from the platform. We expect this trend to continue. Hence, we have maintained a family setting in the latest campaign and with the brand emphasising the same. We are confident of repeating last year’s success this time as well.

How do you manage to offer the products at such low rates; for example, if you look at it, even the raw material cost for a saree is much more than the price at which you are offering the final product?

As a marketplace, Shopsy does not decide on the prices of the products. The sellers determine the prices of products that they sell on the platform. To further bring down the cost, we have a multifaceted approach to efficiency and innovation across its supply chain and customer service domains. For instance, Shopsy implements cost-saving measures such as consolidating shipments and minimising rush dispatches, all contributing to lower operational expenses. Structured returns policies, stringent quality control measures, and incentivising non-returns further reduce product return incidences and associated costs.