20 July 2016, India :
Flipkart is ready to counter Amazon Prime and Fulfilled services with its own premium service, F-Assured. (Yes, that’s the name)
Bangalore-based e-commerce giant, Flipkart, is going to launch F-assured to improve the experience of customers on its website and amplify the shopper’s delight. It is basically a bumped up regular Flipkart service that will ensure there are more rigorous quality checks and faster deliveries made.
Flipkart had launched Flipkart First, a subscription-based service that provided faster deliveries, free shipping, priority customer service and better replacement guarantees. F-assured will be a replacement for Flipkart Advantage, with stricter norms.
One of the initiatives under the program will be Flipkart’s technical representatives visiting customer’s houses assisting them with any issue they’re facing in their smartphone. F-assured will also focus on mobile phones, large appliances and consumer electronics sold by WS Retail.
Surely Amazon Prime isn’t there yet (expected to be launched this year), but Fulfilled by Amazon has ensured there are thorough quality checks before shipping a product. Amazon is also known for providing deliveries is relatively less amount of time, without the Prime service in India.
Apart from providing product checks and faster improved delivery services, Flipkart should combined the subscription service to counter Amazon Prime. It also offers video on demand service, discounts and delivery options to choose from. Flipkart does not have such an initiative under it yet.
About one-third of the online shoppers in India are expected to drive two-thirds of the sales for online marketplaces by 2020, according to a study by Google and AT Kearney.
Flipkart has more than 90,000 sellers listed on its marketplace. While it built customer base early with a robust delivery experience, last year this started to suffer as the company aggressively expanded its seller base from 10,000 to 90,000 now.
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