Objective
Flipkart aims to engage users and encourages the consumption of SuperCoins, which were considered a liability for the app owner. By motivating users to use their accumulated SuperCoins to play Tambola, Flipkart aimed to improve customer retention and satisfaction while simultaneously reducing their liabilities.
Challenges
- SuperCoins Liability
Flipkart was facing the challenge of high SuperCoins liabilities as users accumulated them through purchases but were not spending them
- User Engagement
The app needed a strategy to keep users engaged and active, especially in a highly competitive e-commerce environment.
- Incentivization
There was a need to create an appealing incentive for users to spend their SuperCoins, making the game more attractive.
Solution
To address these challenges, Flipkart collaborated with Almonds Ai and Go Games for a comprehensive solution to launch the Tambola game on the Flipkart app.
- Gamified Engagement
Almonds Ai developed a highly engaging and interactive Tambola game, which allowed users to participate and earn rewards by utilizing their SuperCoins as virtual tickets.
- Incentivized Participation
To incentivize participation and SuperCoins consumption, Flipkart offered an enticing reward like iPhones to the highest scorer of the day, creating a compelling reason for users to engage and spend their SuperCoins.
Impact
The Tambola game resulted in significant engagement and consumption of SuperCoins on the Flipkart app:
- SuperCoins Consumption
The Tambola game successfully encouraged users to spend their SuperCoins. Flipkart achieved unacceptably high sales of SuperCoins, effectively reducing the liability of unspent SuperCoins.
- User Engagement
The Tambola game attracted a large audience, with hundreds of thousands of tickets sold. This indicates a high level of user engagement with the app.
- Gratifications
Flipkart distributed gratifications (rewards or discounts) worth millions to customers, effectively reducing their SuperCoins liability while providing value to users.