Flipkart Big Billion Days sale is one of India’s biggest, having spectacular deals and discounts, and consumers look forward to it every year. The seasonal sale is not a big deal just for the consumers, it is also a major event for all ecommerce players who are using it to capitalize on the huge festive demand. Over and above the deals and discounts, Flipkart has also done something unique – it sent a humongous 10,00,000 plantable post-cards to customers across India. Flipkart in its current sale is offering discounts on fashion from 50-80%; it says ‘never seen before discounts’ are available on smartphones, DSLR cameras, electronics and accessories, TVs and appliances too.
Here’s how Samardeep Subandh, CMO, Flipkart explains the initiative: “What’s a Big Billion Day without the billion people that make it happen. As we crossed 100 million registered users mark, we wanted to take the occasion to reach out to a million customers to thank and invite them to be part of country’s biggest sale, The Big Billion Days. A million plantable postcards were sent to customers in remote locations.”
The Flikart Big Billion Days sale initiative is all about personalisation. And this it translated this into action by sending ‘Thank You’ postcards to 1 million loyal customers across all Indian cities. The postcards were meant to surprise, and they did! When customers opened these postcards, they got 2 surprises: 1. The postcards are plantable! The customers can plant the card in the soil, water it for 2-3 weeks and see it bloom into marigold flowers, which are all about Diwali and festivities in India; 2. These customers got a special preview of Flipkart Big Billion Days’ offers on the Flipkart app and desktop on 30th September, just ahead of the sale going live.
Why Flipkart chose a ‘physical’ paper card rather than the simpler e-card had a reason behind it. Even though everything about Flipkart is digital, it wanted to ‘touch’ its consumers directly with an appreciative gesture. And so it took recourse to a product that has been lost over time, but which still generates lots of nostalgia and emotional bonding. Flipkart said, “We wanted to recreate and relive that special experience. We really enjoyed making and sending the personalised cards to our customers and we hope they liked them too.”
Why Flipkart chose a plantable paper is that it wanted to make a direct connect with the consumer and make a nurturing point – company is like a plant, it needs to be nurtured and that is what its customers have been doing for over 8 years.