Beyond Customization: The Power of Technology-Driven Personalization in E-commerce

Flipkart is revolutionizing the online shopping landscape for the 11th edition of The Big Billion Days (TBBD) 2024 with a groundbreaking focus on technology-enabled personalization features. Leveraging advanced technologies, Flipkart is creating a dynamic and immersive shopping environment tailored to the individual needs of customers and sellers. This tech-driven approach goes beyond traditional e-commerce, enabling features like hyper-personalized recommendations, interactive virtual try-ons, and real-time engagement, all designed to make The Big Billion Days 2024 an unmatched, user-centric shopping festival.

Personalization is rapidly becoming a cornerstone for the success of any e-commerce platform, with industry insights showing that companies investing in personalized experiences can achieve up to 40% higher revenue growth compared to their competitors. Moreover, a significant  77% of consumers are willing to pay more for personalized services, highlighting the critical role that personalization plays in today’s market. Recognizing this trend, Flipkart is elevating the shopping experience by integrating advanced technologies that deliver unprecedented levels of personalization and engagement.

Using Artificial Intelligence (AI), Generative AI (GenAI), Augmented Reality (AR), and Virtual Reality (VR), Flipkart is creating an immersive and seamless shopping experience. Features like personalized product recommendations, and AR-powered try-on experiences will redefine how customers discover and purchase products online. Flipkart’s new multi-modal search interface goes beyond traditional text-based searches; customers can now refine their results using visual cues like colours, patterns, and styles, making it easier to find exactly what they’re looking for.

Throughout the shopping funnel, GenAI is used to enhance the customer and seller experience in various ways, including chat-led experiences, semantic search, and internal tool enhancement. This ensures that customers have a seamless and personalized journey from product discovery to checkout and sellers are empowered by data-driven insights and AI for better management of inventory and demand forecasting and cataloging.

Key personalisation features to enhance the shopping experience for customers and empower the sellers with data-driven insights to boost their business

Video Commerce

Several new video commerce engagements are expected to go live closer to TBBD, which will make the festive season even more engaging and special. Brands and sellers will be opening their best offers with Live commerce this year.

Immersive Shopping Experiences

Experiences to help users visualize products to facilitate informed decision making, such as:

• Gen AI enabled 3D Product Explainer Videos – Videos with 3D visualization of products and its features with voiceovers for enhanced product understanding.
• Try-before-you-buy for Watches – The feature allows users to try-on watches virtually on their wrists to boost their purchase confidence.

Advanced Skin Analyzer

This AI-powered tool provides personalized skincare recommendations based on individual skin needs. Flipkart’s Skin Analyser tool employs an AI algorithm backed by decades of scientific research. It has been validated with over 10,000 images, providing exceptional accuracy in its recommendations.

Beauty Looks and Try-ons

Beauty Looks and Virtual Try On are features that solve a key customer pain point – the desire to easily recreate celebrity looks without the guesswork or uncertainty of choosing the right products. By allowing customers to identify the items they need and virtually test them before purchasing, Flipkart eliminates the common challenges of buying beauty products online. These features provide a seamless, personalized experience that gives customers the confidence to achieve the styles they love, making beauty more accessible to everyone.

UI Launcher

Try Before You Buy is a feature that addresses a significant customer pain point when shopping for mobile phones online: the inability to fully experience the device’s user interface and key apps before making a purchase. This is especially crucial when customers consider switching platforms or upgrading their phones. While features like 3D product views allow customers to examine the hardware and colors in detail, they still can’t get a feel for how the phone will function. Try Before You Buy solves this problem by letting customers interact with a virtual version of the phone’s UI and explore limited features within apps directly on the product page. This experience gives customers the confidence to make informed purchasing decisions without needing to visit a physical store, ultimately enhancing their online shopping journey and reducing the risk of losing potential sales.

Immerse – Multimodal Search

Unlike traditional search methods that limit users to one medium like ‘text’ or just ’image’, Multimodal Search empowers users to search using any combination of mediums, offering a holistic and personalized experience. Immerse, our multi-model search, integrates the power of images and text for an unparalleled, intuitive, and robust search experience. Immerse doesn’t just understand words at face value; it delves into the semantic and visual context, delivering results that truly cater to the user’s needs especially in fashion and home decor categories.

Tech-Driven Seller Enablement

For a vibrant Marketplace like Flipkart, Seller partners play an integral role in ensuring delivery of the best Customer Value Proposition (CVP) of Selection, Quality and Speed. Flipkart provides AI-powered Seller Insights across all business aspects such as product quality, customer feedback, inventory planning, Ads, returns and cost optimizations. Our AI and intelligent data solutions play a key role in democratizing online selling for millions of MSME, this is achieved by converting billions of data points on customer and seller engagement / performance to most impactful and real time actionable insights for seller partners. Our cold-start models enable eligible new sellers and listings to see success faster on the platform.

• Selection Insights intelligently identifies white-space in supply to match customer demand, this help sellers understand selection designs which will have higher chances of success on the platform by addressing unmet customer needs.
• Customer Feedback Insights converts voice of customers through GenAI to actionable insights, which help sellers to improve their product specifications / quality to better meet the expectations.
• SmartROI Ads capability enables sellers with minimal platform understanding to set up campaign with preset objectives.

As Flipkart prepares for The Big Billion  2024, our commitment to personalization not only sets new industry standards but also reinforces its dedication to providing transformative and customer-centric shopping experiences. By blending innovative technologies with a deep understanding of customer needs, Flipkart is all set to make this festive season the most engaging and memorable one yet for shoppers across India.