Skip to main content

How Flipkart can stop wasting money on ‘cute stuff’, and instead delight buyers.

Make no mistake. The kids featured in the Flipkart TV commercial look cute in their adult avatars. They act superbly well to make us go awwww. The brand message they convey stays long enough for us to remember that Flipkart is a great place to shop at. That’s until we have conversations like the one I had with a friend. He narrated to me the harrowing time he had trying to get the online retailer to replace an 18000 bucks faulty phone that was delivered. He couldn’t get through to customer care easily and when he did, he was at the mercy of service personnel who just didn’t seem to care. Call escalations didn’t seem to work. Finally what paid off were a few tweets directed right at the man on the top.

Now I’ve got a question for you. Who do you think influences me enough to form an opinion about shopping at Flipkart? The cute kids on TV, or my friend’s disturbing story?

It’s time brands figured the world of communiques has altered dramatically in the digital age. Access to ‘credible’ buyer feedback about a brand is at people’s fingertips. So when people get into the purchase consideration mode, they’ll chuck all that cutesy ‘non-credible’ information they get via advertising out of their heads, and form opinions listening to either upsetting buyer stories or delightful ones.

My advice to Flipkart? Save your advertising money. Plough the moolah into improving customer service. Sure, we’ll miss the kids, but what’s that compared to a dreadful time at the hands of customer service?

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Consumer Spending

Carpe Diem Blog: From Visual Economics, a graphical representation appears above (click to enlarge) of Consumer Expenditures in 2007, using data from the Bureau of Labor Statistics. Note that total spending on food ($6,133), clothing ($1,881) and housing ($16,920) represented 50% of consumer expenditures and 30% of income before taxes in 2007. In 1997 by comparison, 51.1% of consumer expenditures were spent on food, clothing and housing, and 44.6% of income before taxes was spent on food, clothing and housing (data here).