Flipkart is planning to create a self-service analytics platform ‘Brand Hub’ where companies can target specific customer pools based on products.
The move is made to woo electronic and apparel brands that will allow them to create exclusive stores on Flipkart.
These stores were launched in April for the mobile app. The desktop launch is expected later.
Surojit Chatterjee, Senior Vice President and Head Consumer Experience & Growth at Flipkart, said, “The response till now has been encouraging.”
Currently, HP, Samsung, Wildcraft, Puma, Peter England, Bosch, Vu Technologies and @Home are availing the exclusive stores.
Brands availing the facility can display products to specific customers based on parameters such as gender or income bracket. In turn, customers can follow particular brands and will be given a choice to receive an alert when their collections are updated.
“It’s a way for brands to reach out in a very personalised manner while customers can discover their favourite brands, including new launches,” said Chatterjee, who claims his company has over 75 Mn registered users and over 50 Mn mobile app downloads.
Although the eight brands which have signed up are still testing the service, Flipkart is not yet charging them a special fee. ‘Brand Stores’ will help Flipkart align its advertising strategy more closely with its approach to sellers and top brands selling on the platform.
In 2012, Snapdeal launched Brand Stores, an exclusive page which allowed brands to create their own store on Snapdeal.com. Later in 2013, Shopclues launched a Brand store that allowed brands to create their own store and to have a separate page for their brand. However, Flipkart’s Brand Hub is being considered different from these competitor verticals. It is aimed to target customers and drive sales by using data and analysis provided by Flipkart.
The development was reported by ET.
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