Flipkart To Counter Amazon Prime With F-Assured


BENGALURU: Indian e-commerce giant, Flipkart has announced that it will soon launch F-Assured, an upgraded version of its existing Product Assurance Programme. As per the reports in The Economic Times, the latest move from Flipkart is intended to counter Amazon Prime which is already up and running. Flipkart expects F-Assured to rope in prospective young customers who are yet to start shopping online.

F-Assured will replace an existing programme called Flipkart Advantage and will offer customers only those products that clear six different quality checks. Moreover, Flipkart will provide technical assistance at customers’ doorstep for any issues regarding smartphones or electronic appliances. Under the initiative, customers can avail same day or next day free delivery options as well, a source told ET.

F-Assured will be made available across all product categories, with special attention on mobiles, large appliances, and electronics. Also, the company is planning to launch an extensive marketing campaign to lure in 25-30 year old shoppers. The new advertising campaign will supposedly bring back the Flipkart kids who featured in the company’s earlier ads.

Though Amazon India’s tremendous growth rate has raised eyebrows within Flipkart, the Bangalore based tech company is determined to keep its place as the country’s top e-commerce platform. Now, with the introduction of Prime, Amazon has thrown yet another challenge to Flipkart. Amazon Prime is a paid service which promises to offer customer faster deliveries and easier returns. In addition, Prime members also get same day or two day shipping and access to thousands of films, TV shows as well as music.

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