Sell your products the way you want: Flipkart allows brands to create hubs on its digital marketplace


India's largest online retailer Flipkart has come up with a new strategy, under which it would have some of the most-popular electronic and apparel brands creating exclusive "stores" on its digital marketplace.

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As of now, these digital stores can be accessed on the Flipkart mobile app, and a desktop launch is expected to happen later. These stores help top brands target customers and drive sales by using Flipkart’s data and analysis.

"The response till now has been encouraging," said Surojit Chatterjee, senior VP, product management, Flipkart. The initiative already lists brands like HP, Samsung, Wildcraft, Puma, Peter England, Bosch, Vu Technologies and @Home as its users.

Under the new strategy, Flipkart will create a self-service analytics platform called 'Brand Hub', which would enable companies to target specific customer pools based on products. They will be able to display products to specific customers based on several parameters, and in turn, customers would follow particular brands and get notified about new collections.

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"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. As per him, Flipkart has over 75 million registered users and over 50 million mobile app downloads.

India’s online retail space has in the past seen top brands objecting to heavy discounts that these investor-backed ventures offer to customers, and this move will let them exercise control over what they want to showcase to customers, and how they want to do it.

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