Flipkart has put up its second Big Billion day mega sales this festive season and it seems the India’s largest E-tailer has garnered a tremendous response. The Big Billion day is spread across five days and each day, products pertaining to a particular category are put up for discounted sales.
Flipkart claims to have set up a new record of sorts by managing to sell a staggering half a million mobile handsets in a time frame of just 10 hours and this feat has not been achieved as of now, either by offline or online retailer in India. The demographics of the business also seems to be changing as the company saw a huge surge of demand from tier 2 cities including Nagpur, Indore, Coimbatore and Vishakhapatnam. Another notable trend is the fact that 75% of the phones sold during the record 10 hours were 4G capable phones, thus throwing some light on the exponential increase in the 4G adaptability rate.
The offers on the electronic products took form of a direct discount and to make the offers further attractive, Flipkart has partnered with banks which will toss in an additional discount for the buyers. Flipkart has also put up a great exchange offer category wherein customers can trade off their current phones for a discount. Bank offers were put up by YES Bank, SBI and Citi Bank, the offers entailed for an extra discount of up to 10%. Flipkart’s biggest competitors – Amazon and Snapdeal are running a parallel sale on their sites on these days, but haven’t disclosed their numbers yet.
Flipkart’s Big Billion Day last year had caused furore among buyers due to insufficient stocks and the products becoming out of stock in matter of seconds. However this time around, Flipkart seems to have enough inventory and is not offering products priced ridiculously as low as Rs 1, unlike last time. I have personally been able to buy some stuff on Flipkart and the sale seems to be well balanced this time. That being said, server issues and downtime is still plaguing the shopping experience, and hopefully Flipkart will scale real-time to avoid it. Flipkart’s recent unpopular move was to completely shift to an app only buying model, the Big Billion Day sales is no different as buyers need to use the Flipkart app to buy the stuff they need. Assuming Flipkart’s claim of selling over 300 crores worth of mobile handsets (either GMV or sale value) in under 10 hours is indeed true, then it sort of validates company’s move to go app-only pretty soon. Will they hit the million handsets mark by end of the day? We need to wait and watch.