Driving Retention
Through Cultural Commerce
Driving Retention
Through Cultural Commerce
Driving Retention
Through Cultural Commerce
Role
Role
UX & UI Designer
UX & UI Designer
Client
Client
Flipkart
Flipkart
Designing a Pongal-led interactive reward experience for Flipkart’s festive shoppers
Designing a Pongal-led interactive reward experience for Flipkart’s festive shoppers
For Flipkart’s Pongal campaign, the brief was to design a festive commerce experience that could connect with South Indian shoppers during a culturally significant shopping moment.
Pongal is associated with gratitude, prosperity, harvest, and abundance. For Flipkart, this created an opportunity to go beyond a static festive sale page.
For Flipkart’s Pongal campaign, the brief was to design a festive commerce experience that could connect with South Indian shoppers during a culturally significant shopping moment.
Pongal is associated with gratitude, prosperity, harvest, and abundance. For Flipkart, this created an opportunity to go beyond a static festive sale page.
Redeem Offers!
Redeem Offers!
Pongal On, Game On
Pongal On, Game On
Designing a Pongal-led interactive reward experience for Flipkart’s festive shoppers
For Flipkart’s Pongal campaign, the brief was to design a festive commerce experience that could connect with South Indian shoppers during a culturally significant shopping moment.
Pongal is associated with gratitude, prosperity, harvest, and abundance. For Flipkart, this created an opportunity to go beyond a static festive sale page.
MARKET CONTEXT
MARKET CONTEXT
$14B
Festive Ecommerce GMV
India’s festive ecommerce market reached ~$14B in 2024.
$14B
Festive Ecommerce GMV
India’s festive ecommerce market reached ~$14B in 2024.
91%
Festive Purchase Intent
Most surveyed Indian consumers planned festive purchases.
91%
Festive Purchase Intent
Most surveyed Indian consumers planned festive purchases.
43%
Mobile Shopping Frequency
Nearly half of surveyed consumers shopped via mobile several times a week.
43%
Mobile Shopping Frequency
Nearly half of surveyed consumers shopped via mobile several times a week.
Sources: Redseer Strategy Consultants via Business Standard; Glance, The Marketer’s Guide to India’s Festive Season Report 2024.
Sources: Redseer Strategy Consultants via Business Standard; Glance, The Marketer’s Guide to India’s Festive Season Report 2024.
USER GROUPS
USER GROUPS
Value-first Flipkart users looking for Pongal offers
Festive Deal Seeker
Value-first Flipkart users looking for Pongal offers
Festive Deal Seeker
Value-first Flipkart users looking for Pongal offers
Festive Deal Seeker
South Indian users connecting with a familiar Pongal ritual
Cultural Celebrator
South Indian users connecting with a familiar Pongal ritual
Cultural Celebrator
South Indian users connecting with a familiar Pongal ritual
Cultural Celebrator
Gen Z and young millennials drawn to playful experiences
Social Discovery Shoppers
Gen Z and young millennials drawn to playful experiences
Social Discovery Shoppers
Gen Z and young millennials drawn to playful experiences
Social Discovery Shoppers
Indian shoppers using Flipkart for festive access
Tier 2 / Tier 3 Users
Indian shoppers using Flipkart for festive access
Tier 2 / Tier 3 Users
Indian shoppers using Flipkart for festive access
Tier 2 / Tier 3 Users
USER BEHAVIOUR
USER BEHAVIOUR
78%
Discount Motivation
Festive shoppers are motivated by deals, so the reward payoff had to be clear.
78%
Discount Motivation
Festive shoppers are motivated by deals, so the reward payoff had to be clear.
61%
Flash Sale & Cashback Influence
Offer-led triggers influence festive purchase behavior, making the unlock moment important.
61%
Flash Sale & Cashback Influence
Offer-led triggers influence festive purchase behavior, making the unlock moment important.
Credit: Baymard Institute, Mobile E-Commerce Usability Guidelines.
Credit: Baymard Institute, Mobile E-Commerce Usability Guidelines.
INSIGHTS
INSIGHTS
Understanding Festive Commerce Behavior
Understanding Festive Commerce Behavior
I reviewed festive commerce campaigns across Flipkart, Amazon, Myntra, and regional brands to understand how users are guided from campaign entry to offer discovery.
I reviewed festive commerce campaigns across Flipkart, Amazon, Myntra, and regional brands to understand how users are guided from campaign entry to offer discovery.
I reviewed festive commerce campaigns across Flipkart, Amazon, Myntra, and regional brands to understand how users are guided from campaign entry to offer discovery.
(01)
Festive campaign patterns
How sale pages use banners, rewards, games, and CTAs to drive engagement.
(01)
Festive campaign patterns
How sale pages use banners, rewards, games, and CTAs to drive engagement.
(02)
Pongal cultural cues
Visual and symbolic elements like the Pongal pot, sugarcane, kolam patterns, harvest colors, and the idea of abundance.
(02)
Pongal cultural cues
Visual and symbolic elements like the Pongal pot, sugarcane, kolam patterns, harvest colors, and the idea of abundance.
(03)
User friction points
Where users may drop off, especially around instructions, camera permission, reward clarity, and redirection to shopping.
(03)
User friction points
Where users may drop off, especially around instructions, camera permission, reward clarity, and redirection to shopping.
The research helped me define the activation as a short, mobile-first reward journey rather than a static festive sale page.
The research helped me define the activation as a short, mobile-first reward journey rather than a static festive sale page.
The research helped me define the activation as a short, mobile-first reward journey rather than a static festive sale page.
MOODBOARD
MOODBOARD
USER FLOW
USER FLOW
VISUAL DESIGN
VISUAL DESIGN
UI STYLE GUIDE
UI STYLE GUIDE
UI DESIGN
UI DESIGN
CAMPAIGN SUCCESS
CAMPAIGN SUCCESS
Reach
28.2K
The activation brought 28K+ users into the festive experience across the campaign window.
Reach
28.2K
The activation brought 28K+ users into the festive experience across the campaign window.
Reach
28.2K
The activation brought 28K+ users into the festive experience across the campaign window.
Engagement
2,843/day
The campaign generated 28.4K+ sessions, showing consistent traffic and repeat access across the activation period.
Engagement
2,843/day
The campaign generated 28.4K+ sessions, showing consistent traffic and repeat access across the activation period.
Engagement
2,843/day
The campaign generated 28.4K+ sessions, showing consistent traffic and repeat access across the activation period.
Interaction
6.3K
The experience drove 6,390 meaningful actions, including 3,498 game entries and 1,166 gallery upload actions with 99.6% average scroll depth.
Interaction
6.3K
The experience drove 6,390 meaningful actions, including 3,498 game entries and 1,166 gallery upload actions with 99.6% average scroll depth.
Interaction
6.3K
The experience drove 6,390 meaningful actions, including 3,498 game entries and 1,166 gallery upload actions with 99.6% average scroll depth.
MEDIA IMPACT
MEDIA IMPACT
Earned Attention Across 15+ Industry Publications
The campaign received widespread coverage across leading advertising, marketing, media and business publications, establishing it as a standout example of culture-led festive marketing. It was featured by platforms including Campaign India, Campaign Brief Asia, Social Samosa, IMPACT, afaqs!, Exchange4Media, MediaNews4U, MediaInfoline, Passionate in Marketing, Adgully, MxMIndia, ET BrandEquity, IndianTelevision, Mediabrief and LBBOnline.
Earned Attention Across 15+ Industry Publications
The campaign received widespread coverage across leading advertising, marketing, media and business publications, establishing it as a standout example of culture-led festive marketing. It was featured by platforms including Campaign India, Campaign Brief Asia, Social Samosa, IMPACT, afaqs!, Exchange4Media, MediaNews4U, MediaInfoline, Passionate in Marketing, Adgully, MxMIndia, ET BrandEquity, IndianTelevision, Mediabrief and LBBOnline.
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