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Flipkart launches ‘F-assured’ to compete with Amazon Prime

19/07/2016
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Flipkart is set to launch a super charged version of its product assurance programme for buyers, as India’s largest online marketplace seeks to improve the shopping experience for customers and catch up with Amazon India’s service levels. Under F-Assured, Flipkart will promise improved delivery service and a stricter quality check of products, among other things, according to two people familiar with the company’s plans. It will replace an existing programme called Flipkart Advantage and be free to customers.

With F-Assured, a customer will get products that Flipkart promises will undergo six different quality checks… a better return policy and same or next-day free delivery.

Though F-Assured will be launched across categories, Flipkart will focus on mobiles, large appliances, home and electronics through its top sellers including WS Retail.

The programme is expected to help Flipkart increase sales, monetize its brand value as well as keep its market leadership position as it fights Amazon India to acquire and retain top customers.

Flipkart has more than 90,000 sellers listed on its marketplace. While Flipkart built its 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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