Flipkart WiRED 7.0 2023 — National Semi Finalist Deck

Flipkart sought to strengthen its market leadership and drive acquisition during flagship festive sales events like The Big Billion Days (TBBD). With 60% of customers hailing from Tier 2 and Tier 3 cities and 45% preferring vernacular languages, key barriers included product unavailability, lack of trust, return policy friction, and limited awareness of sale offerings. The team applied Customer Journey Mapping across six touchpoint stages and structured cohort segmentation into three distinct buyer personas: Shop-Savvy Swati, Not-So-Netizen Nilesh, and Bazaar Babu. Using the Playing To Win 5 Choice Framework and competitive benchmarking against Amazon, the analysis identified hybrid innovation and gamification as prime avenues for differentiation. Recommendations centred on the Dream Home Challenge campaign, featuring an interactive 3D virtual home, treasure hunt gameplay across app product pages, leaderboard rewards, and influencer collaborations with personalities such as Bhuvan Bam and Allu Arjun. Teaser strategies under Flipko Unveil were structured across television and digital channels to build anticipation. Grounded in primary and secondary data, Flipkart held a 62% market share with 71.21% festive traffic share and 327.3M visits compared to Amazon's 185.2M visits. The proposed strategy leverages TBBD's historical 25% year-on-year online shopper growth and 54% product discount coverage to drive app engagement.