E-commerce major Flipkart has unveiled a new strategy, under which it would have some of the most-popular electronic and apparel brands creating exclusive “stores” on its digital marketplace.

These stores, launched in April on the Flipkart mobile app with a desktop launch expected later, will help top brands target customers and drive sales by using data and analysis provided by Flipkart, as the Bengaluru- based company accelerates the process of driving revenue and trimming expenses to retain its leadership in the online retail market.

“It’s a way for brands to reach out in a very personalised manner while customers can discover their favourite brands, including new launches,” senior vice president, Surojit Chatterjee said.

This move by Flipkart, with the offer to help brands exercise control over how and what they showcase to customers using data, aims to build a symbiotic relationship.

‘Brand Stores’ will also help Flipkart align its advertising strategy more closely with its approach to sellers and top brands selling on the platform.