As Valentine’s Day approaches, Blinkit, the online retail arm of Zomato, has unveiled a groundbreaking feature named ‘Single Mode,’ tailored explicitly for solo shoppers. This innovative addition allows users to delve into a specially curated assortment of products crafted to meet individual needs and preferences for the upcoming holiday season. Users now have the flexibility to toggle between modes, enabling them to seamlessly access both curated products designed for solo indulgence and those ideal for couples.
Catering to Solo Preferences
With the introduction of the ‘Single Mode’ feature, users gain access to an array of product categories perfectly suited for solo activities. These include options for solo parties, binge-watching sessions, self-care routines, and even personalised gifts for oneself. Blinkit has strategically curated this selection to ensure that solo celebrants can enjoy the festivities in a manner that resonates with their individual preferences.
Romantic Offerings for Couples
Conversely, upon deactivating the ‘Single Mode,’ the app transforms to showcase a diverse range of romantic products and experiences tailored for couples celebrating the week of love. From classic gifts like flowers and chocolates to meticulously curated date ideas and intimate products, Blinkit offers a comprehensive array of options to enhance the shared experience of the international holiday.
Unique Inclusions and Growth Trajectory
One intriguing addition within the ‘Plans for One’ section is an option titled ‘Pray for a good partner,’ which provides pooja items for individuals seeking companionship in the future. This thoughtful inclusion underscores Blinkit’s commitment to catering to a diverse range of user needs during this festive period.
The implementation of these enhanced features coincides with a surge in orders leading up to Valentine’s Day, with Blinkit reporting significantly higher sales compared to previous years. Albinder Dhindsa, the CEO of the company, expressed satisfaction with the platform’s capacity to facilitate Valentine’s Day gifting, citing a notable uptick in orders.
Despite its comparatively smaller revenue base in comparison to Zomato, Blinkit has witnessed remarkable growth in revenue from advertisements. In the October-December (Q3) quarter of the fiscal year 2023-24, the company’s advertisement revenue surged by an impressive 220 per cent year-on-year (YoY). This growth significantly outpaced the 103 per cent increase in Blinkit’s gross order value (GOV) during the same period. Moreover, the number of advertisers on the platform soared by 130 per cent to 557 in Q3FY24, compared to 242 during the corresponding period in the previous year.
Emerging Prominence in Advertising
Top management at Blinkit attributes this surge in advertising revenue to the platform’s increasing appeal as a preferred destination for both established and emerging brands across the country. This trend underscores Blinkit’s rising prominence within the online retail landscape and signals its evolving role as a key player in facilitating connections between brands and consumers.
