Flipkart claims IRIS will enable homegrown D2C and new-age brands to better understand consumer behaviour on the marketplace The ecommerce giant also claims data from IRIS would enable brands to more efficiently expand their offline presence as well Former business head for fashion and softlines Sandeep Karwa will lead the Flipkart Ads business along with IRIS Walmart-owned flipkart has altered its platform offerings for brands with the launch of an insights platform, IRIS. IRIS, an abbreviation for Insights and Research Intelligence System, is claimed to help homegrown direct-to-consumer (D2C) and new-age brands better understand consumer behaviour on the marketplace. Flipkart claims IRIS will provide brands with detailed reports on user behaviour insights, market trends, and industry-standard comparative analysis to help them decode consumer perception for their brands.
These reports could be leveraged by brands and sellers on the marketplace to optimise their marketing campaigns and enhance customer engagement. Flipkart also claims data from IRIS would enable brands to more efficiently expand their offline presence as well. The company also announced the elevation of its business head for fashion and softlines Sandeep Karwa as the new leader for Flipkart Ads as a vice president.
He took charge of the advertising vertical of the platform earlier in January. The ecommerce giant is looking to grab a bigger chunk of online ad spends by D2C brands. The company claimed that reta.