Home-grown e-commerce firm Flipkart which launched its ‘Fashion Refresh’ campaign in January this year, in its efforts to boost sales on the platform, claims to have witnessed a surge in the business, post the roll out of the campaign. “Our customer acquisition strategy in the fashion category has been to solely focus on offering our consumers trendy, relevant and affordable fashion at extremely competitive pricing. We have also also revamped and elevated customer experience on our platform. Customers are presented with personalized content based on their activity resulting in better discovery of products. All these developments have led to the acquisition of new customers,” observed Rishi Vasudev, head, Flipkart Fashion.
According to the company, the campaign reached over 50 million consumers thus improving conversions on the platform by over 15%. The e-tailer claims that more than 15 lakh new customers are acquired per month; with 60% customers returning to shop on the platform every month. While close to 40% of customers reside in tier III towns and smaller cities.
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In total, of the 3.6 million daily consumers of Flipkart 60%, customers engage with Fashion categories, explained the online marketplace. Also post the roll out of the campaign, the platform has witnessed a a 30% increase in search terms related to trends.
According to Vasudev, there has been a 15% increase in the average time spent by customers on Fashion categories and a 25% increase in the numbers of styles and products being browsed in every session. Engagement rates of women shoppers are 2x times higher than men. “40% of all Flipkart Fashion users during the tenure of the campaign were women,” he added.
Flipkart Fashion which is a part of our Lifestyle umbrella, is one of our ‘high-focus’ categories. Fashion along with Mobiles and Home categories are the top-performing categories at Flipkart. Close to 55% of all customers on Flipkart transact in fashion categories.
“Flipkart Fashion which is a part of our Lifestyle umbrella, is one of our ‘high-focus’ categories. Fashion along with Mobiles and Home categories are the top-performing categories at Flipkart. Close to 55% of all customers on Flipkart transact in fashion categories,” explained Vasudev.