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New Delhi: E-commerce major Flipkart has launched an app-in-app integration ‘SPOYL’ for its fashion offerings targeting Gen Z consumers.
The move comes months after Flipkart-owned Myntra launched its Gen Z focused platform FWD.
Flipkart claims that currently, 25 per cent of its customer base comprises Gen Zs. Without sharing the company’s targets to expand its Gen Z consumer base, Sandeep Karwa, VP, Flipkart Fashion said, “We are sitting on a goldmine with these customers already present on Flipkart. However, there is a lot to be done with Gen Z customers who are now turning 16. So that 25% is a big base.”
As per a market report, one in three online shoppers is Gen Z, who likely purchase fashion as the first category online, at entry price points.
In terms of technology, Karwa shared that SPOYL will be focusing on leveraging image search and video commerce to boost customer engagement and conversion.
While he declined to share any specific growth targets, Karwa added that customer engagement followed by business performance will be the two key metrics that the e-tailer will track for the newly launched platform.
“There are no specific targets but the metric for this launch is going to be engagement and how consumers are looking at selection. The first six months will be a learning phase, and then maybe we will prioritise the kind of business we are doing with this launch.”
Adding to this, he opined that business performance and customer engagement are two different tracks, and boosting engagement is the company’s first priority currently.
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