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2020 One Show - Direct Marketing

Flipkart Hagglebot

Agency Dentsu Webchutney / Bengaluru

Client Flipkart Internet Private Limited
BACK TO RESULTS

Annual ID

OS_DI20_098M

About the Work

In India, a retailer’s margin is the shopper’s opportunity. Courtesy shoppers squeezing value, 95% of the country’s trillion-$ retail market remains offline. With growth in ecommerce residing in new internet users in Tier 2+ cities, for 200 million prospective shoppers, only a keen local insight transformed digitally could generate outsized attention. Dozens of consumer archetypes exist in India and are unlike anywhere else in the world. They are wildly different in terms of their approach, but the bottom line remains the same – they only want the best price. To get it, they resort to a skill passed down for generations: bargaining/haggling. Presenting Hagglebot: the first-ever voiced based experience on Google Assistant allowing shoppers a chance to set prices on Flipkart’s flagship annual sale. Open Google Assistant. Say ‘Talk to Flipkart’. Bargain on top products. Get crowned India’s best ‘haggler’ and spread the cheer for 110m+ shoppers. Hagglebot (developed with Google Zoo) is an innovative platform innovation with clever integration designed to engage users through their favourite bargaining strategies. The most engaging branded voice experience ever, users spent 6.05 minutes on average, 200 times the standard. India saved $1.4+Mn. Flipkart outpaced industry growth & claimed 70% market share in Q3 2018.