Scribd Logo
Upload

Welcome to Scribd!

  • 309 views

    WiRED 4.0 Business Case Study PDF

    Uploaded by

    rohit
    The document discusses Flipkart's history and initiatives to increase customer engagement since 2010. It then provides context about the changing internet user landscape in India, noting a growing number of rural users and those more comfortable with local languages. The problem statement observes that while internet usage is widespread, online shopping constitutes a small portion. It frames an opportunity for Flipkart to acquire new customers shifting online due to COVID-19. Key deliverables are to recommend how Flipkart can convert content consumers to shoppers by addressing barriers, proposing a model in light of COVID, and suggesting capability investments to drive online commerce trials.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    WiRED 4.0 Business Case Study PDF

    Uploaded by

    rohit
    309 views4 pages
    The document discusses Flipkart's history and initiatives to increase customer engagement since 2010. It then provides context about the changing internet user landscape in India, noting a growing number of rural users and those more comfortable with local languages. The problem statement observes that while internet usage is widespread, online shopping constitutes a small portion. It frames an opportunity for Flipkart to acquire new customers shifting online due to COVID-19. Key deliverables are to recommend how Flipkart can convert content consumers to shoppers by addressing barriers, proposing a model in light of COVID, and suggesting capability investments to drive online commerce trials.

    Original Title

    WiRED 4.0 Business Case Study.pdf

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses Flipkart's history and initiatives to increase customer engagement since 2010. It then provides context about the changing internet user landscape in India, noting a growing number of rural users and those more comfortable with local languages. The problem statement observes that while internet usage is widespread, online shopping constitutes a small portion. It frames an opportunity for Flipkart to acquire new customers shifting online due to COVID-19. Key deliverables are to recommend how Flipkart can convert content consumers to shoppers by addressing barriers, proposing a model in light of COVID, and suggesting capability investments to drive online commerce trials.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    309 views4 pages

    WiRED 4.0 Business Case Study PDF

    Uploaded by

    rohit
    The document discusses Flipkart's history and initiatives to increase customer engagement since 2010. It then provides context about the changing internet user landscape in India, noting a growing number of rural users and those more comfortable with local languages. The problem statement observes that while internet usage is widespread, online shopping constitutes a small portion. It frames an opportunity for Flipkart to acquire new customers shifting online due to COVID-19. Key deliverables are to recommend how Flipkart can convert content consumers to shoppers by addressing barriers, proposing a model in light of COVID, and suggesting capability investments to drive online commerce trials.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    Flipkart WiRED 2020 | Campus Case Challenge

    About Flipkart
    Flipkart, which started operations in 2007 by selling books, is today the largest e-commerce player in
    India — with approximately 250 million subscribers operating across 120+ major categories. With the
    internet base expanding in India, Flipkart is eyeing this opportunity to come up with many new
    initiatives to ensure top-of-the-mind brand recall for online shoppers. Customer First is one of the core
    values at Flipkart since inception and here are some of the initiatives that the company has
    experimented with to increase customer engagement and mindshare​:

    2010 Cash-on-Delivery Service

    2011 30 Day Replacement Policy

    2012 Fashion & Lifestyle Category Launch

    2013 Launched Marketplace & Same Day Delivery

    2014 The First ‘Big Billion Day’ Sale

    2015 Flipkart Lite - Mobile Focus

    2016 No Cost EMI

    Private Labels & Expanding Categories


    2017 (Large Appliances, Furni-sure, Refurbished business)

    2018 Grocery, Shopper Audience Platform (tie-up with Hotstar), Flipkart Plus

    2019 Buy Now Pay Later, 2Gud, Supermart, Supercoins, Games, Travels

    2020 Quick, 2GUD influencer commerce, Leap, Flipkart Wholesale

    If you want to know more about the innovations by Flipkart visit


    https://stories.flipkart.com/category/innovation/
    Problem Statement
    Context​:

    Internet users in India today

    ~650Mn Indians are on the internet today, expected to reach ~700M by 2021 year end. This number is
    expected to go up to ~1B by 2030, enabled by access to cheap data and affordable devices. However,
    the face of the Indian internet user is rapidly changing, with # of rural internet users overtaking # urban
    this year. There is expected to be a significant chunk of customers who are more comfortable exploring
    the internet in their native language, and not English.

    Today, ~90% of Indian internet users access the internet on their mobiles and spend 4-5 hours on an
    average per day online. The biggest use case for most of them is keeping in touch with their circles
    through chat apps, social media, consuming content (e.g. youtube, OTT platforms). Only a much smaller
    portion of this user base are at the stage of financial transactions (e.g. bill payments) or product related
    transactions (e-commerce)
    Impact of COVID on user behavior​:

    The lockdown saw the entire country come to a standstill, with only stores selling essentials allowed to
    stay open. E-commerce companies also limited their offering to essential goods across groceries,
    personal hygiene products, etc. From a user perspective, the lockdown also saw a serious spike in OTT
    content consumption, both in terms of # of users and hours spent daily.

    Coming out of the lockdown, there has been a significant shift in consumer behavior, with most people
    reluctant to go out for their shopping. This is expected to lead to a faster shift of customers from offline
    channels to online shopping.

    Summary takeaways​:
    ● E-commerce constitutes less than 5%​ ​of overall retail in India and while so far being largely an
    urban phenomenon, it is growing rapidly in tier 2 and beyond every year.
    ● Only ~1/3rd of Internet users shop online or do financial transactions, most of them confine
    themselves to just messaging, social media or entertainment.
    ● Entertainment is fast catching up on social media to emerge as the primary category for internet
    usage behind messaging in both Urban and Rural India.
    ● COVID saw a spike in online content consumption - both paid (Hotstar, Netflix, etc.) and free
    (e.g. Youtube, Flipkart video)
    ● Change in consumer behavior due to COVID is expected to accelerate the shift of consumers
    from offline to online channels

    Flipkart at an inflection point​:

    Flipkart’s mission is to democratize shopping for Bharat, and serving the next wave of users coming from
    tier 2 and beyond is core to this mission.
    Opportunity​: COVID is expected to result in an accelerated shift to e-commerce. Flipkart has the
    opportunity to acquire and serve the next wave of customers.

    Challenge​: Today most of these users are restricting themselves to content consumption, social media
    and chat on the internet, and there are some important barriers preventing them from shopping online,
    despite the inherent benefits of e-commerce holding true for them (e.g. access to a wide range of
    products, great value, convenience).

    Key Deliverables for Idea Brief Submission Round:

    1. Given how COVID has impacted user behavior (increased content consumption, reluctance to go
    outside to shop), what should Flipkart do to convert the content / social media consumers of
    today to online shoppers of tomorro​w?

    In not more than 3 slides (excluding cover & annexures), answer the following:
    a. What are the barriers preventing these internet users from shopping online today?
    b. What is the recommended model to solve this, given the Covid context?
    c. Does Flipkart need to build more capabilities, features or invest in any of its existing
    capabilities more, which can drive trials for Flipkart Commerce?

    2. Video of not more than 3 mins explaining the rationale behind the ideas proposed. The video
    should have all 3 team members.

    Guidelines for the approach:

    ● Use a combination of global benchmarking, understanding of Indian customer landscape, secondary


    and primary research to build your point of view
    ● Keep context and compatibility of Flipkart in mind while benchmarking with global companies.
    ● Fully understand Flipkart’s existing innovations for these customers, and factor in your
    understanding in the recommendations being made
    ● Implementation timeline should not exceed 1-2 years
    ● Feasibility of the solution to be used even with company scaling up in future

    You might also like