Is Flipkart ready for the second edition of its famous Big Billion Days Sale?

Is Flipkart ready for the second edition of its famous Big Billion Days Sale?

Author | Sarmistha Neogy | Thursday, Oct 01,2015 9:03 AM

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Is Flipkart ready for the second edition of its famous Big Billion Days Sale?

Flipkart has announced the second edition of the ‘Big Billion Days’ sale, which will kick-start from October 13th this year. The highlight this time is that, unlike last year, the sale will be spread over five days (October 13-17th) and it will be only available on the Flipkart app. Last year, the Big Billion Day sale created a lot of buzz on social media for all the wrong reasons. However, in spite of all the criticisms, it was reported that Flipkart claimed to have made a whopping Rs 600 crore in just 10 hours.

Creative strategy:

In order to promote the sale, Flipkart will roll out a series of videos showcasing ‘Abhi Nahin’ situations in the next two weeks.  It has already launched its first video which has been conceptualised by Bengaluru-based creative agency Chapter Five Brand Solutions.

Click here to watch the new ad:

Commenting on the insight behind the creative, Shoumyan Biswas, Senior Director, Marketing – Flipkart said, “It happens often in life that one wishes to do something and it happens to be within our reach as well. But just as we strive to do it someone else comes and stops us by saying ‘Abhi Nahin’. This can be a frustrating feeling which most of us across all demographics and age groups have experienced at some point in time.  But there are times when a life changing event comes our way when we no longer pay heed to any one saying “Abhi Nahin” to us. With this insight we have crafted a series of video films which explains that an event like Flipkart Big Billion Days is once in a lifetime opportunity, and everyone should just go ahead and do what it takes to fulfill their shopping wishes during this event.”

App-only sale:

What will be interesting to see, is that the Big Billion Days sale this time will be only on the App. According to the company, "India shops the most during this time of the year. With over 75 per cent of traffic coming via mobile, we expect this app only sale to be the biggest shopping event of the year.” Flipkart which operates from both mobile and desktop currently had plans of going on the App-only platform from this September. There are rumours that the ‘Big Billion Days’ sale will be a trial run before the company takes the final plunge in the near future.

As per various media reports, a Flipkart spokesperson made the announcement that they will be available only on the App from September. There have been various debates, ever since that, speculating if they are on the right track. Considering that around 75% of the sales come from mobile, it also means that a large portion of the buyers still prefer to use the desktop for their purchase. Myntra-which was acquired by Flipkart, last year has shut its website and currently operates only through the App since the start of this year. However, Myntra reported a 10% dip in sales, post going the App-only way.

While, there have been no recent announcements from Flipkart on this, but their decision to have the Big Billion Days sale only on the app seems that they will be soon heading the Myntra way.

Take-aways from last year:

Considering that this year, the sale is for five days, Flipkart needs to make sure that this time there are no technical glitches. Last year, their site crashed several times, with screens showing random error messages. Plus, there were claims from buyers that the prices on the site were inflated and therefore, the discounts running on the main day Sale were not genuine. On social media, bad word spread and they were indeed in the spot light for all the negative news. Irate customers hit social media with rants about the problems faced on the website, including products running out of stock. Within one hour of the commencement of the sale, hashtags like #FlopKart and #FakeKart were trending on social media.

Such was the frenzied bashing that, both the co-founders Sachin and Binny Bansal of Flipkart were forced to issue a public apology as part of the damage control. They individually mailed to all its customers, explaining the fiasco and even apologising for it. Expressing regret over customer dissatisfaction, they apologised for losing customers’ trust and promised to never allow such displeasing incidents to occur again. It was said, that the public apology was the best action which the founders could have taken and they handled their moment of crisis well, without letting it  blow out of proportion.

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