Flipkart, Amazon sales: How brands tweaked strategy to save offline retailers

KOLKATA: The modus operandi of big online sale is shifting towards online exclusive products or brands. Amazon India's ongoing sale offers deals mostly on such products, and Flipkart's upcoming sale will not be much different, industry insiders said. Brands are ensuring that they have a strategy for such sale events to ensure they do not impact brick-and-mortar sales like earlier days, four senior industry executives told ET. The brands are passing on their savings on distribution costs directly to consumers during online sales, they said. Some...