Flipkart taps analytics to deliver more sales on low marketing spend

The firm has a clear focus on tapping targeted customer base, which includes regulars, newcomers

India's largest e-commerce marketplace Flipkart has relied on analytics to understand user behaviour on its app and website, and create an outreach programme to tap customers and get them to shop on its platform. The initiative saw its sales grow five-fold during its recent Big 10 sale.
 
The online shopping platform spent only a third of its marketing spend to achieve nearly 80 per cent sales during its flagship Big Billion day sale. The digital focus, using a combination of customised ads on Google and Facebook and conversing with start-ups such as Ola, Swiggy and MakemyTrip was made to