Flipkart introduces content initiatives, sees over 30% conversion rates

Flipkart has further fortified its e-commerce offering with the launch of content platforms. More than 50 per cent Indians look for product reviews online before making any purchase. ‘Get the look’ guides for fashion and ‘How to Videos’ around beauty and home and ‘Unboxing’ videos for gadgets are the rage on YouTube.

Reading this trend, Flipkart has announced a series of content initiatives around its Electronics, Fashion, Mobiles & Home categories to help customers discover relevant products and be better informed before buying.

Speaking on this new initiative, Samardeep Subandh, Chief Marketing Officer, Flipkart, said, “Over the years, Flipkart has created the e-commerce market and has made quality products more affordable to Indians. Our new content initiative aims at helping e-commerce shoppers in understanding and buying products that they desire and in recommending products that fulfil their interests. In the first few days of launch we have seen more than 1 million visits to our new content pages with strong conversion numbers.”

Speaking on the conversion numbers, Subandh said, “Within the first week of launch, we have seen over 1 million visits to this content destination and given that the content is relevant, engaging and fresh, we are seeing conversion rates upwards of 30 per cent.”

The first of such initiatives is Fliptech, the complete gadget guide powered by Digit.in, a first step by Flipkart to help customers choose what electronics are best for them and buy better.

Fliptech is available on Android and iOS across app and website. This online gadget guide deep dives into the latest launches from cameras to laptops, does a daily pick of the day feature, recommends best buys for the day, does product reviews basis actual usage tests and much more. With close to 100 content features showcased every month and frequent updation of articles, Fliptech is the always on gadget guide to help online shoppers navigate through the world of electronics.

Adarsh Menon, Vice President – Electronics, Flipkart, said, “Studying the customer buying patterns, we observed that more than 50 per cent buyers believe in background research before finalising on a product and this trend is across all categories. With these two new features, Flipkart aims to offer an end-to-end shopping experience right from discovering content to check out.”

Flipkart has partnered with a leading gadget review destination, Digit.in, which has a loyal base of over 5 million visitors each month and is the ultimate word on all things tech.

Digit.in is a technology navigator, helping people with their tech decisions for the last 15 years. With 20 million unique monthly reach across all social media platforms, Digit.in is also home to the most engaged community of tech consumers in India.

Vikas Gupta, Founder of Digit.in, commented, “Digit.in is thrilled to partner with Flipkart to launch Fliptech, which helps consumers take informed tech decisions to enrich their lives.”

Speaking further on the nature of partnership between Digit.in and Flipkart, Gupta said, “Digit.in and Flipkart share a common goal of helping consumers understand and purchase technology products that are most appropriate for them and will help enrich their daily lives. Fliptech is the result of the collaboration between these two brands to educate the consumer and help him/her take an informed purchase decision at the point of sale. Fliptech will be promoted by both Digit.in and Flipkart on their respective website, app and social media platforms.”

He also said that Digit.in has not entered into similar partnerships with other e-commerce players.

Another content initiative kicked off is the Flipkart Hobby Hub. Tapping into the ever growing hunger for experiences across India, Flipkart showcases a set of new hobbies every month. Talking to the customers through their passions, the Hobby Hub helps users get inspired and get started with their hobbies with the right products from Flipkart from cameras to internet of things to the latest tech hacks.

The customer friendly Hobby Hub allows customers to deep dive into a hobby of their choice. Showcasing the different facets of each hobby, for example, Photography broken down into wildlife, food, people and nature, the Hobby Hub encourages users to jump into a hobby of their choice and directs them to the best deals on the must have products.

Coming up next month are four more pillars of the Content 2 Commerce programme, which will see Flipkart’s partnership with TVF (The Viral Fever), the producer of some of most popular content on the web; Scoop Whoop, the popular daily content publisher that is actively engaged with its base of 20 million millennials; FilmFare; and PING, a leading multi-channel network on Google, producing some of the most popular ‘help’ content on YouTube.

Subandh further said, “Content plays a key role in improving a customer’s shopping experience, driving traffic and improving conversion rates. Guiding customers through high value purchases and enabling seamless discovery of relevant products is the role content can play in increasing online shopping transactions.”