The Financial Express (Delhi Edition)
Flipkart rolls out its content programme to take on Amazon
Flipkart claims that within eight days of the launch of the programme, 1 million users have visited the content pages
New Delhi, Aug 8: In its effort to take on Amazon Prime, homegrown e-commerce player Flipkart has launched its very own content programme, called Content-2-Commerce. Under this Flipkart has partnered with several online content creators including The Viral Fever (TVF), Scoop Who op, Film Fare–an English bi-weekly tabloid magazine, PING – a multi channel network on Google, besides technology site Digit.
Samardeep Subandh, chief marketing officer, Flipkart said, “Our new content initiative aims at helping e-commerce shoppers in understanding and buying products that they desire and in recommending products that fulfill their interests.”
Under the initiative, a gadget guide in partnership with Digit called FLIPTECH is the first one to be rolled out. The guide can be accessed under the store section both on the website and the mobile app. FLIPKART HOBBY HUB is another section which has been introduced. It showcases a set of new hobbies every month.
Flipkart claims that within seven to eight days of the launch of the programme, 1 million users have visited the content pages.
Last month, Amazon India introduced Amazon Prime, its subscription programme in India. Under this, the e-tailer runs the service called Amazon Prime Videos which shows various content including original and aggregated from television. Amazon Prime is currently available at an introductory fee of R499. While the content on Flipkart is free to view.
Industry observers say after the launch of its own advertising platform Brand Story Ads in March this year, the launch of content programme by Flipkart is yet another strategy to drive traffic.
“With launch of Amazon Prime service in India, other etailers will now look at various other option to generate more traffic and content is one such way to do so,” said Jehil Thakkar. Partner and Head, Media and Entertainment, KPMG in India.