Author: Prachi

QuickCommerce Success Story: Elevating Drools’ Brand Visibility on Zepto

THE CHALLENGE :

Drools, a leading pet food brand in India faced several challenges in boosting brand visibility across major cities and pin codes on Zepto, a leading quick commerce online platform

Low Presence on High Search Volume Keywords : The brand needed to boost visibility for highly sought after keywords in competitive markets.
Manual Ad Checking : Manually checking ad visibility across cities with high demand was time consuming and inefficient.
Manual Bid Adjustments : Adjusting bids manually for individual campaigns consumed significant time and resources.

SOLUTIONS IMPLEMENTED :

Tenovia implemented a comprehensive marketing solution to address these challenges for Drool

City-Specific Campaigns : Set up separate campaigns for Bangalore, Mumbai, Delhi, Hyderabad, Chennai targeting high volume keywords to enhance visibility.
Automated Share of Voice (SOV) Reports : Utilized Tensight AI to automate SOV reports, identifying top ad placements and competitor strategies.
Workflow Simplification : Analyzed BCG matrix (Brand Competitive Generic) keywords and adjusted CPCs (Cost per click) accordingly. Visualized non-triggering keywords and increased CPCs to occupy more ad placements.

OUR IMPACT :

Enhanced Impressions : March experienced a growth of approximately 148% in impressions, leading to increased brand awareness for the cat food category.
Boosted Clicks : Clicks surged by around 111% in March, indicating higher user engagement.
Revenue Growth : March revenue witnessed an impressive growth of about 95% compared to February, reflecting effective performance and profitability.

CONCLUSION :

The adoption of an automation approach using Tensight. AI effectively addressed the challenges faced by Drools, optimizing campaign performance, boosting brand visibility, and ultimately unlocking higher revenue generation potential. This case study highlights the importance of leveraging advanced tools and automation in digital marketing to achieve tangible business results.

Unique Brand Strategies For Growth and Differentiation in the Footwear Industry

The e-commerce landscape is dynamic and constantly changing driven by the constantly evolving consumer preferences, technological advancements, and upcoming market trends. To stay ahead of the plethora of choices available in the industry, brands find the need to constantly innovate and differentiate themselves from the crowd.

From sustainable choices that appeal to eco-conscious consumers to personalized experiences that attract the trend-conscious, the opportunities for growth and differentiation are immense.

In this blog, we’ll be exploring unique strategies that are tailored toward the footwear industry, exploring everything from product customization to community engagement initiatives. Read on to know more.

Setting the path to growth for footwear brands in E-commerce

1: Cookie cutter solutions don’t cut it anymore!

Customization is everywhere, so how does one use this word to attract more traffic to your website? Adding convenience and detailing. Offer real-time customizations using virtual fitting tools for your customers to see how your product will look on them. This provides a personalized approach for every customer while also solving for the most common decision breaker – the perfect fit for every unique foot.

2: The only footprints left are of the wearer!

In the world of consumerism, the one constant thing is the evolution of trends. One such trend that is ever-evolving but is here to stay is sustainability. Sustainable brands are high in demand and are on top priority for brands that are looking to reduce their carbon footprint. Footwear brands can invest in sustainable material innovation to introduce more eco-friendly alternatives like bio-based leathers, and recycled plastics. This will help brands appeal to eco-conscious consumers without compromising on quality or style while contributing to a greener future.

3: Time to think inside the box!

Movies? Subscribe. Skincare? Subscribe. Custom clothes? Subscribe.
In an era where everything can be subscribed to, why not bring in subscription boxes for Footwear? Combining convenience, curation, and customization bring new styles and trends to your customers with subscription boxes. To reduce packaging costs, brands can introduce an option to return the boxes after delivery. Subscription boxes can offer personalized selections tailored to preferences, lifestyles, seasons, and geo-locations using data analytics. You can also provide subscription services for professional shoe care products, such as cleaning kits, polishes, and protectants, directly to customers’ doorsteps regularly.

4: Look for the right ‘market’ fit!

By identifying niche markets that are exclusive to you, you can establish yourself as an industry leader and carve out a unique position within the competitive landscape. For example, audiences with specific needs and interests, such as footwear for specific orthopedic purposes like a flat foot. With the help of the right data analytics tools, you can identify these niche gaps in the market and also keep a close monitor of what your competitors are up to.

5: Not just another product up for sale

Think beyond just making another sale and delivering it to the doorstep of your customer. Offer services that can be clubbed with your products to assure brand loyalty. For example, offering services like restoration, cleaning, and reconditioning can help customers revive their beloved footwear and feel a sense of attachment to your brand. Stay connected with your customers through ORM and innovate with services that go beyond just the product.

6: Be the ‘Tech’ of the town

Technology is your best friend. Bring in innovation, functionality, and trends through tech integration of smart sensors, augmented reality (AR), and 3D printing. From personalized fit adjustments to personalized experiences, use tech to enhance the utility and value of footwear products, catering to tech-savvy consumers seeking cutting-edge features.

In conclusion, tailoring unique strategies that are aligned with the needs and interests of your audience can help your brand differentiate and stand out from the competition. From custom shoe fit experiences to shoe subscriptions, the possibilities for innovation are endless. In the face of an ever-evolving eCommerce landscape, it’s important to push the boundaries of creativity, sustainability, and technology to make your mark in the industry.

Weaving Data-driven Inventory Solutions For Omnichannel Success | Suta Case Study

Suta is a leading D2C brand in the apparel and lifestyle category. The brand is well-known for its vast portfolio of woven sarees and blouses that seamlessly blend contemporary bling with traditional charm. Started as a Facebook page in 2016 by two sisters, Sujata and Taniya Biswas, and is now a 50 crore business. Suta now showcases a full-fledged website and offline stores across key cities like Mumbai, Delhi, Bangalore, Hyderabad, Kolkata, Chennai, Pune, Thane, and Bhubaneswar with more in the pipeline.

The brand currently operates predominantly from its website and stores, and also through marketplaces like Myntra, Ajjio, Nykaa Fashion, Tata CliQ, Amazon, and Flipkart to name a few. With a 200% year-on-year growth, Suta sees 75-80% of its revenue from its online channels while looking at a 20-25% contribution from its offline stores.

Problem Statements and Business Risks

When it comes to lifestyle and apparel brands that have an omnichannel presence, it becomes imperative to have a data-backed inventory management system in place. Suta came to Tenovia with the challenges they were facing with:

Inventory management and stock abundance: Products that were non-moving due to visibility were stocked up in the warehouse, posing a high risk to the business. This invisible excess of inventory was holding hostage the cash that could be used for other operational needs such as marketing or expanding the business. Excess inventory requires additional warehouse storage facilities leading to inefficiencies in storage management. Additionally, the brand will have to resort to discounts or promotions to clear out these inventories, which can erode profit margins.
WMS and marketplace listing mismatch: There was a mismatch between the listings in the warehouse and the marketplaces. These products and SKUs that were listed were receiving very low visibility, which affected sales due to delays in delivery or product errors. There was also a mismatch between the products listed across marketplaces, creating inconsistency in the product portfolio.
Inventory syncing issues: The mismatch of inventory for SKUs between marketplaces and WMS created challenges in inventory management. It resulted in broken or partial listings, creating inconsistent product listings across different marketplaces. Additionally, technical syncing errors can list products as available on a marketplace but need more stock in the warehouse, leading to overselling and fulfillment issues.

Gaps identified by Tensight.ai

Catalog consistency across different marketplaces
Unexposed listing stock and incorrect SKUs
Inventory listing and management
Syncing errors in the WMS

Tensight.ai powered Solutions for Suta Live Listing Module Integration: Collaborating with Tensight, Suta integrated a live listing module to monitor product listings in real time. This module enabled Suta to identify gaps in their listings and inventory synchronization issues for specific SKUs. By leveraging this technology, Suta could ensure they have exposed all the assortment in all the MP’s, thereby minimizing visibility issues and maximizing their online presence and sales across channels.

Identification of Incorrect SKUs: Tensight was able to identify the SKUs that were listed incorrectly on channels like Myntra, Amazon, and other platforms. This helped Suta identify products that were present on the marketplace as a different SKU but were shown as out of stock due to listing mismatches.

Tracing WMS Syncing: Tensight helped Suta identify the SKUs where WMS syncing errors occurred. Tensight was able to identify products that were partially listed, or not listed on the marketplace, helping in the identification of products that need to be listed on different marketplaces.

Brand Inventory Consistency: Tensight provides a listing percentage (%) view which helps in the identification of the number of products that are listed in a particular marketplace but are not present in another marketplace ensuring all the assortment is present on all marketplaces.

By integrating Tensight’s live listing module, Suta can monitor product listings in real-time, ensuring maximum exposure to its diverse assortment across multiple platforms.

Tensight was able to identify:

24 incorrectly listed SKUs from the SKUs listed in the master
Inventory sync issues for 250 styles on Ajio and 18 styles on Nykaa
800+ missing styles across Suta’s online channels

Through the identification and rectification of incorrect SKUs and WMS syncing errors, Suta has streamlined inventory management processes and optimized product visibility across marketplaces.

With Tensight.ai’s data-driven insights focused on brand inventory consistency, Suta can now navigate the competitive landscape of the apparel and lifestyle industry to maximize profits and optimize operations.

Revitalizing Amazon Presence: A Comprehensive Case Study of Successful Sales of a Sleep Supplement by an Ayurvedic Brand

Introduction

An Ayurvedic sleep supplement, free from addictive substances, has been developed to promote a natural and healthy sleep cycle through regular usage. In contrast to melatonin’s immediate sleep-inducing effects, the focus of this product is on enhancing the overall quality of sleep. This case study explores how the visibility and discoverability of the sleep supplement were increased on Amazon India through strategic optimization by Tenovia. By refining various aspects of the product listing, leveraging influencer marketing, and implementing creative strategies, we effectively accelerated sales and raised product awareness.

Challenges Faced

The sleep supplement struggled to gain visibility on Amazon India. The existing listing lacked efficient keyword optimization, engaging content, and compelling visuals. Consequently, the product failed to attract organic traffic and conversions, with the average daily performance falling below satisfactory levels, while competitors dominated the market.

Strategy and Implementation

Tenovia developed a comprehensive plan to revamp the product listing on Amazon India. The key focus areas included:

Keyword Optimization

Tenovia conducted thorough keyword research to identify the most relevant and high-converting keywords for the sleep supplement. These keywords were strategically incorporated into the product’s title, bullet points, description, and backend search terms to improve search rankings and visibility.

Content Revision and USP Highlighting

The product’s title, bullet points, and description were rewritten to emphasize its unique selling proposition (USP). The revised content highlighted the product’s Ayurvedic formulation, non-addictive nature, and promotion of a healthy, natural sleep cycle. Clear and concise language was used to enhance comprehension and captivate potential customers.

Infographics, Tiles, and A+ Pages

Tenovia created visually appealing infographics and tiles that showcased the benefits and features of the product. These graphics were designed to attract attention, convey information effectively, and highlight the product’s USP. Additionally, engaging A+ pages were developed that provided detailed information about the product, addressing customer concerns.

Influencer Promotion

To drive traffic and increase product awareness, the brand collaborated with popular influencers in the health and wellness niche. An influential YouTuber promoted it through their channel, including a link to the product in the video description. The video highlighted the product’s benefits and encouraged viewers to try it. It aimed to leverage the trust and credibility of the influencer, attracting a large audience and increasing conversions.

Results

The comprehensive transformation of the sleep supplement’s product listing on Amazon India produced significant outcomes:

Visibility and Searchability

The search rankings improved substantially due to effective keyword optimization. The product began appearing prominently in relevant search results, increasing its visibility to potential customers.

Sales and Conversion Rate

The enhanced listing, combined with influencer promotion, resulted in a surge in sales. The increased visibility and improved content quality attracted a larger customer base, leading to higher conversion rates.

Product Awareness

The influencer promotion on YouTube generated substantial traffic to product listing on Amazon. This influx of new visitors resulted in increased product awareness and recognition. The number of customer reviews and ratings also rose significantly, further building trust and credibility.

Average Daily Run Rate

A key performance indicator, the average daily run rate, witnessed remarkable improvement. Before the listing makeover, the run rate stagnated at 100 units per day. However, after optimization and influencer promotion, the run rate soared to an impressive 1000 units per day, marking a significant enhancement.

In conclusion, the strategic collaboration between Tenovia and the Ayurvedic sleep supplement brought about a transformative journey on Amazon India. By addressing initial challenges through meticulous keyword optimization, content refinement, and engaging visuals, wesuccessfully revitalized the product listing. The infusion of influencer promotion, particularly through a trusted YouTuber, played a pivotal role in driving traffic, enhancing product awareness, and building credibility.

Navigating Challenges: Selling Ayurvedic Products Online

Introduction:

Ayurveda is making a remarkable comeback globally, notably influencing India’s e-commerce scene as a thriving market. Yet, this surge in online sales brings significant hurdles in meeting regulatory standards. Comprehending and adhering to these rules is vital for credibility, consumer safety, and legal compliance.

Selling Ayurvedic goods online presents distinct challenges, especially navigating strict regulations on health claims and advertising. Brands often struggle to market their products without infringing on regulations prohibiting claims of curing, treating, or preventing diseases. Our e-commerce agency has successfully guided numerous brands through these challenges, enabling their success in the competitive online arena.

Understanding Regulatory Constraints

One of the primary obstacles in selling Ayurvedic products online revolves around steering clear of health claims that could violate policies. For instance, statements like “reduces the risk of heart diseases” or “maintains cholesterol levels” directly infringe on regulations that prohibit claims related to treating or preventing specific ailments. Moreover, it’s common for brands to make bold assertions like “10x immunity,” “100% germ protection,” or “5x more strength and stamina.” While these claims might have clinical backing, different platforms have varying rules on handling such assertions. To navigate these restrictions, we help brands create engaging and compliant product descriptions.

Ensuring the Compliance of Ayurvedic Products Sold Online

Brand faces a complex journey in reaching and educating consumers while navigating stringent policies and content regulations. The crux of Ayurvedic products lies in their communication of wellness benefits. However, conveying these benefits without infringing upon platform policies or regulations is a tightrope walk. The language used in product listings, advertisement copies, and even packaging must strike a delicate balance between showcasing the product’s efficacy and ensuring compliance with strict content guidelines.

Our Approach to tackling challenges:

Optimizing Listing Content and Creatives for Ayurvedic Brands:

From product labels to titles, descriptions, and bullet points on the product detail page, certain phrases like “lowers blood pressure” and “excellent hair and skin tonic making you appear youthful” were causing issues due to their direct health claims, violating stringent guidelines.

Our approach involved a complete overhaul of the product details, steering clear of direct health claims while accentuating the product’s benefits. For instance, rather than stating “lowers blood pressure,” we highlighted its role in enhancing overall well-being and vitality.

Result: By rephrasing descriptions and adopting an educational tone, our Ayurvedic Brand not only complied with regulations but also experienced heightened customer engagement and trust.

Navigating Advertising Constraints and Revamping Campaigns:

Besides product listings, our Ayurvedic Brand faced challenges in their advertising, using phrases like “fights free radicals” and “prevents skin aging,” which breached advertising policies on promotional language and claims. Terms like “anti-inflammatory,” “youthful skin,” or “anti-aging” were off-limits, restricting effective communication of product benefits.

We reconstructed ad copies, focusing on the holistic advantages of the products rather than direct claims. Prioritizing overall well-being and natural ingredients helped sidestep policy breaches while retaining audience interest.

Additionally, employing Visual Storytelling, including user testimonials and lifestyle imagery, became a potent strategy to convey brand values and benefits without violating regulations.

Result: Our Ayurvedic Brand observed enhanced ad performance, increased engagement rates, and a decline in policy violations through a more nuanced advertising approach.

Troubleshoot when a Detail Page Listing is Removed or Advertisement is Rejected due to Policy Violations

Due to the constantly evolving nature of violation policies and algorithms often results in erroneous flagging of claims or keywords, leading to the suppression of listings or rejection of advertisements. This necessitates frequent audits and vigilant monitoring of listing health and account performance to rectify issues promptly.

We’ve effectively addressed emergent listing or campaign issues by implementing a Help Request process and a streamlined ticketing system within seller centrals. Our approach involves comprehensive investigation and troubleshooting to resolve errors by clearly articulating, obtaining and submitting certifications from authoritative bodies to validate claims, especially in cases supported by clinical research.

Results: Through requesting appeals with documentiion, clear communication and interaction with seller central or ads account representatives, we’ve navigated towards resolutions. This approach has enabled us to mitigate listing issues efficiently, ensuring compliance and optimal performance.

Conclusion

Adherence to the specific requirements set by online platforms or advertisement accounts is crucial. Any deviation from these norms can result in the suppression or deactivation of listings, potentially leading to the suspension of the entire account until the issues are resolved. Proactively managing these listings and addressing advertising concerns is vital to prevent unexpected listing suppressions or ad suspensions, often triggered by inadvertent use of prohibited claims or flagged keywords.

Selling Ayurvedic products online requires a fine balance between communicating benefits and complying with strict rules. Tenovia helps brands navigate these challenges by refining content, employing innovative strategies, and staying within regulatory bounds. Success lies in a nuanced understanding of policies, allowing brands to showcase their products compellingly while staying compliant.

Optimizing strategic discounting to propel SMU revenue growth by 20% within a 12-Month Period for a large Footwear Brand

Recognized as a venerable footwear brand with an extensive legacy, this prominent homegrown enterprise has solidified its presence in the market over numerous decades. Originally established as a brick-and-mortar retailer, the company has successfully extended its reach to encompass tier-2 and tier-3 cities through its robust ecommerce division.

Presently, the organization boasts a remarkable daily production capacity of over 400,000 pairs of footwear. Embracing the digital landscape, industry-leading brands like this one have diligently pursued a harmonious integration of online and offline channels, maintaining a steadfast commitment to sustained profitability.

Their challenge: Striking a balance between profitability and value

For ecommerce fashion brands, product selection and discounting remain important aspects of business. The main challenge was a low average selling price (ASP), which had to continue providing value to its customers and maintain profitability in order to boost its ecommerce vertical. It’s also important to ensure price parity across online and offline channels.

Our execution: Bolstering online merchandise

To cater to the growing online consumer base, the brand launched over 200 exclusive new styles for men’s and women’s footwear. The brand followed the latest trends and demands in the online market and aimed to cater specifically to this demographic. This is where Tenovia stepped in – by offering lucrative discounting strategies that made products profitable and a bargain deal for the customer.

Tenovia’s discounting strategy sought to achieve three main goals:

Ensuring a low average selling price
Expanding the product range without affecting profitability
Providing value to customers with price and range of options

The results: Facilitating a sharp rise in SMU revenue

SHORT TERM GOALS

2x growth in revenue from the expanded range, accounting for 12% of the total GMV
Greater active participation in events across marketplaces due to increased brand awareness and visibility

LONG TERM GOALS

Increase in selection month by month with the addition of trending styles in the catalog
Curate an exclusive online merchandise collection with higher margins and lucrative discounting

Another significant metric that proved the efficacy of our strategy was the steady and impressive rise of the SMU revenue percentage, climbing from 17.03% to 28.93% in FY-2023.

Keeping in mind the importance of product range as well as discounts for India’s price-sensitive customers, Tenovia’s strategic tactics have proved to be beneficial for the footwear brand, leading to:

Ayurveda in the E-Commerce Era: Maximizing Amazon’s Listing Content for Industry Growth

Ayurveda is gaining worldwide popularity, it’s no longer related to healthcare but has become a booming business. With the rise in consumer’s interest in holistic health and well-being, many entreprenuers and business owners are seeking to carve a niche in the market.

In this rapidly evolving landscape, embracing marketplaces has become paramount for growth and sustainability. However a common question that most retailers ask is – How to organically market Ayurveda business effectively on Marketplaces?

We take the example of Amazon, as a global e-commerce giant, providing a unique opportunity for Ayurvedic businesses to expand their reach and connect with a wider audience. This blog explores how Ayurveda businesses can leverage Amazon’s listing content to enhance their online presence, educate consumers, and ultimately thrive in the digital marketplace.

1. Crafting Authentic Product Descriptions

Amazon’s product listings are often the first point of contact for potential customers. It includes the title, bullet point and a description. Begin by creating authentic title that highlight the products features, USP and package or grammage details. A structured title looks like this-

Maharishi Ayurveda Amrit Kalash Immunity Booster | Super Rasayana | Helps Immunity, Daily Wellnes Stress & Anxiety | Improves Heart Health (Ambrosia 60 Tablets & Nectar Paste 600 grams Combo Pack)

In bullet points and descriptions showcase the key features of your Ayurvedic products but also delve into the traditional roots, benefits, usage, consumption and brand story. Don’t forget to plug-in keywords and optimise the content, this will help in improving your product ranking on Amazon.

2. Utilizing Amazon A+ Pages & Tile

Amazon offers Enhanced Brand Content or more recently knows as Amazon A+ Content, a feature that allows brands to showcase their products through enhanced visuals and multimedia. Ayurveda, deeply rooted in visual symbolism, can benefit significantly from it. Incorporate engaging images, infographics, and videos that explain the Ayurvedic concepts behind your products. This not only educates consumers but also adds a visual appeal to your listings, making them stand out in a crowded marketplace. Check out how Tenovia designed the page of Maharishi Ayurveda’s Blissful Sleep Tablets: https://www.amazon.in/Maharishi-Ayurveda-Blissful-Non-Habit-Ashwagandha/dp/B0B51ZS2SZ/ref=sr_1_1_sspa?crid=3IYVBPNUK0JGT&keywords=blissful+sleep+maharshi+ayurvedic&qid=1702037323&sprefix=Blissful+Sle%2Caps%2C346&sr=8-1-spons&sp_csd=d2lkZ2V0TmFtZT1zcF9hdGY&psc=1

3. Highlighting Ayurvedic Ingredients and Formulations

Consumers are increasingly seeking transparency in product ingredients. Take advantage of Amazon’s listing content to highlight the key Ayurvedic ingredients in your products. Explain the significance of each ingredient, its traditional uses, and how it contributes to the overall effectiveness of your offerings. This level of transparency builds trust and positions your brand as an authority in Ayurveda. This information can be easily plugged into the tiles or the A+.

4. Leveraging Customer Reviews and Testimonials

Encourage customers to share their Ayurveda journey with your products through reviews and testimonials. Positive experiences shared by real users can be a powerful tool in influencing potential buyers. Feature these testimonials prominently in your Amazon listings to build credibility and foster a sense of community around your brand.

Conclusion: Bridging Tradition and Technology

In the ever-expanding digital marketplace, Ayurvedic businesses must find innovative ways to blend tradition with technology. By strategically leveraging Amazon’s listing content, Ayurveda brands can not only thrive but also contribute to the global adoption of holistic wellness practices. Embrace the digital era, tell your Ayurveda story authentically, and let Amazon be the bridge connecting ancient wisdom with modern consumers.

Harnesing Influencer marketing for an Ayurvedic Men’s Supplement

INTRODUCTION:

An Ayurveda-inspired health supplement, underwent a remarkable upswing in its sales trajectory on Amazon India subsequent to a meticulously planned partnership with a prominent YouTube influencer. This case study delves into the influencer’s adept promotional strategies, unraveling how these initiatives catalyzed a surge in visitor engagement, a substantial uplift in sales, and a notable enhancement in the product’s performance within the e-commerce domain.

PROBLEM STATEMENT:

The dietary supplement by the Ayurveda brand is formulated to amplify vitality, elevate energy levels, and foster comprehensive well-being in men. The product was facing modest sales on Amazon India and was witnessing only a handful of daily units sold before the influencer’s engagement. The task at hand revolved around heightening brand recognition, steering a higher influx of visitors, and effectively converting these visitors into valuable customers.

STRATEGY:

Understanding the potential of influencer-driven promotions, the company partnered with a well-known YouTube influencer focusing on health and well-being subjects. The influencer’s channel commanded a substantial number of subscribers, rendering it a perfect stage to introduce the health supplement to an interested and attentive viewership. Crafted exclusively for the product, the influencer produced a dedicated video wherein they endorsed the benefits, accompanied by a direct hyperlink to the Amazon India product page thoughtfully placed within the video’s description.

EXECUTION:

Influencer Collaboration: The company reached out to the influencer, sharing comprehensive details about the product, its advantages, and its intended audience. With genuine interest in the offering, the influencer readily agreed to endorse it on their YouTube channel.

Video Content: The influencer meticulously crafted a top-tier video review, spotlighting the essential features, perks, and their personal encounter with the mentioned health supplement. They elaborated on its efficacy, user-friendliness, and distinctive attributes, effectively captivating the audience’s attention while fostering a sense of trust.

Call-to-Action and Link: Within the video, a distinct call-to-action was seamlessly integrated, motivating viewers to explore the product further via the designated link to Amazon India’s product page. This streamlined approach provided an immediate avenue for intrigued viewers to make a purchase.

Promotion: The influencer energetically propagated the video across their social media platforms, leveraging their established viewer base. They engaged with the audience through comments and discussions related to the product, leveraging their influence to spark interaction.

Enhanced Conversion Tracking: With a focus on quantifying the influencer’s direct impact, the company implemented advanced conversion tracking measures. Through Amazon’s tracking tools, they could accurately attribute sales and conversions directly to the influencer’s video and any associated advertising campaigns. This data-centric methodology furnished crucial insights into the efficacy of the marketing endeavors, facilitating well-informed decisions.

IMPACT:

To elevate the effectiveness of the influencer-driven marketing initiative, Tenovia executed strategic marketing strategies within Amazon’s advertising framework. These strategies were devised to magnify the influencer’s promotional endeavors, consequently optimizing the outcomes on sales and brand recognition and it included:

E-commerce Omnichannel Retail in the Indian Footwear Market

E-commerce and retail strategies are influencing conventional shopping, but physical stores continue to play a vital role. Digital-first brands recognize the importance of brick-and-mortar locations for providing direct product experiences. The changing retail environment is molding interactions between consumers and brands, affecting market positions. Contemporary consumers anticipate smooth experiences and wish for their preferred brands to have a ubiquitous presence.

In the content of the Indian retail scenario, the overall market is anticipated to reach 2 trillion by 2032, with e-commerce anticipated to exceed $350 billion by 2030, growing at a 23% CAGR and a 12% market penetration.

It is crucial to integrate e-commerce with traditional approaches, as underlined by findings from a Harvard Business Review survey, revealing that 73% of participants incorporate multiple channels in their shopping journeys. This trend signifies a blend of physical and online shopping habits, emphasizing the need for a holistic retail experience. To remain competitive in the evolving e-commerce market, brands need to swiftly embrace omnichannel retail strategies.

Omnichannel retailing integrates various shopping channels for a unified customer experience. It ensures consistency across marketplaces, D2C websites, and physical stores. According to the Unicommerce Trends Report 2023, omnichannel technology adoption in India witnessed an impressive 58.4% growth during FY2023, reflecting the changing dynamics of the retail landscape in the country.

50% higher growth was seen in omnichannel retail.
73% of customers used multiple channels to arrive at their purchase decision.
50% of customers consult three channels for high-value purchases.
There was a 3.5x higher engagement with omnichannel retail.

Digital Transformation through Omni-channel Retail & its advantages

In the omnichannel evolution of a footwear brand, the “Endless Aisle” strategy is key. This involves using in-store stock to fulfill online orders, reducing excess inventory in specific locations while meeting demand elsewhere. Integration of inventory management systems provides real-time visibility, optimizing inventory and enhancing operational efficiency. This also comes into play in cases of unavailability of size, say a size 8 is out of stock on the website but available in the nearest store, it can be delivered seamlessly. The endless aisle concept streamlines inventory management, ensuring a smooth supply chain for both in-store and online customer demands.

The “Ship-from-store” strategy offers significant advantages. By fulfilling online orders from nearby stores instead of a centralized warehouse, the brand can achieve reduced shipping costs. This minimizes the product’s travel distance, resulting in significant savings in shipping and freight costs. Brand can leverage its stores’ proximity to customers to enhance operational efficiency, providing faster and more economical shipping options. Aligned with the brand’s omnichannel initiative, this strategy contributes to a seamless customer experience while optimizing logistical and financial aspects of the supply chain.

It’s clear that numerous brands that originated online are increasingly embracing physical retail spaces. A notable example is Mamaearth. However, having a physical presence is one thing, but getting into EBOs and modern trade means competing with the likes large established players. A distinct pricing strategy and product assortment are also essential, considering that consumer preferences change when they have the opportunity for hands-on interaction with a product. Moreover, this must be executed on a large scale by establishing numerous outlets across various geographical locations. Otherwise, the incremental value generated may be too minimal to warrant the investment. Here’s an article from The Ken on how roll ups brands are testing out and acing the game of physical stores while maintaining a strong online presence.

In the omnichannel journey in the fashion segment, faster delivery timelines are a crucial advantage. Leveraging the proximity of local stores enables the brand to significantly reduce delivery times for online orders, offering same-day or next-day delivery. This swift and responsive model aligns with brand’s omnichannel strategy, meeting customer expectations for convenience and immediacy. As the footwear brand enters omnichannel retail, the emphasis on faster delivery enhances the overall customer experience and positions the brand competitively in the market.

Implementing services like buy-online-pick-up-in-store (BOPIS) or buy-online-return-in-store (BORIS) attracts more customers to brand’s physical stores. As customers visit for pickups or returns, additional in-store purchases become an opportunity, boosting sales and engagement. This strategy not only increases foot traffic but also creates seamless integration between online and offline channels, enriching the overall customer experience. Encouraging customers to visit stores for various services allows brand to enhance brand presence, foster customer loyalty, and capitalize on cross-selling opportunities in the physical retail space.

In essence, the omnichannel journey is more than a technological upgrade; it is a strategic imperative for brands aiming to thrive in the evolving e-commerce landscape. The emphasis on providing a seamless, unified, and efficient customer experience across all touchpoints is key to meeting the expectations of today’s consumers and securing a competitive edge in the retail market.

Igniting Sales Velocity through Strategic Influencer Marketing on Amazon India

Introduction

Vigoroyal M, a health supplement from Maharishi Ayurveda, experienced a substantial upswing in sales on Amazon India following a strategic collaboration with a prominent YouTube influencer. This case study delves into the influencer’s impactful promotional efforts, examining how they contributed to a surge in website traffic, heightened sales figures, and an overall enhancement of the product’s performance within the e-commerce realm.

Background

Vigoroyal M, a dietary supplement designed to improve vitality, elevate energy levels, and promote holistic well-being in males, initially achieved only modest sales on Amazon India, with a limited number of units sold daily. The pivotal challenge at hand was to elevate brand visibility, attract a larger audience, and effectively convert visitors into satisfied customers.

Strategy

Recognizing the power of influencer marketing, the brand strategically partnered with a prominent YouTube figure specializing in health and wellness ccategory. Leveraging the influencer’s substantial subscriber base, which was particularly engaged in health-related topics, provided a solid platform to spotlight Vigoroyal M to a relevant audience. The collaboration involved the creation of a dedicated video by the influencer, endorsing the product and incorporating a direct link to the Amazon India product page in the video description. This approach aimed to seamlessly connect the audience with the product, fostering a direct pathway to explore and purchase Vigoroyal M.

Execution

Influencer Collaboration: The brand approached the influencer and presented them with the product details, benefits, and target audience. The influencer was genuinely interested in the product and agreed to promote it through their YouTube channel.
Video Content: The influencer created a high-quality video review, highlighting the key features, benefits, and personal experience with Vigoroyal M. They discussed the product’s effectiveness, ease of use, and unique selling points, capturing the viewers’ attention and building trust.
Call-to-Action and Link: The influencer included a clear call-to-action in the video, encouraging viewers to visit the Amazon India product page using the provided link. This created a direct path for interested viewers to purchase the product.
Promotion: The influencer actively promoted the video across their social media channels, leveraging their existing audience base and engaging with viewers through comments and discussions related to the product.
Enhanced Conversion Tracking: To measure the direct impact of the influencer’s promotional activities, the company implemented enhanced conversion tracking. By utilizing Amazon’s tracking tools, they were able to attribute sales and conversions directly to the influencer’s video and the associated advertisement campaigns. This data-driven approach provided valuable insights into the effectiveness of the marketing activities and allowed for data-backed decision-making.

Impact of Marketing Activities in Amazon Advertisement Panel

To augment the effectiveness of the influencer-driven campaign for Vigoroyal M, Tenovia implemented strategic marketing activities within Amazon’s advertisement panel. These initiatives were meticulously designed to amplify the influencer’s promotional reach, ultimately maximizing the impact on both sales and brand awareness. The implemented strategies included:

Sponsored Product Ads – Leveraging sponsored product placements to enhance visibility and click-through rates for Vigoroyal M within Amazon’s ecosystem.

Display Ads – Employing eye-catching display advertisements to further capture the attention of potential customers and reinforce the product’s presence on the platform.

Targeted Ad Campaigns – Executing precise and data-driven ad campaigns tailored to reach specific demographics, aligning with the preferences of the influencer’s audience.

Ad Placement Optimization – Strategically optimizing the placement of ads to ensure prime visibility in key sections of the Amazon platform, maximizing exposure and potential conversions.

Results

Increased Traffic – The influencer’s promotional efforts generated a significant influx of traffic to the Amazon India product page. Viewers who were genuinely interested in Vigoroyal M clicked the provided link to explore the product further.

Surge in Sales – The increased traffic resulted in a substantial increase in sales for Vigoroyal M. The product went from selling a few units per day to hundreds of units per day, surpassing the company’s expectations.

Improved Conversion Rate – The endorsement from the influencer instilled trust and confidence in potential customers, leading to a higher conversion rate. The video review, combined with the convenience of the direct Amazon India link, streamlined the purchase process and minimized barriers to conversion.

Brand Awareness – The collaboration with the influencer significantly improved the overall awareness of Vigoroyal M in the target market. The product gained exposure to a wider audience, allowing the brand to establish itself as a trusted name in the health supplement industry.

Average Daily Run Rate – The average daily run rate of Vigoroyal M experienced a substantial boost, reflecting the sustained increase in sales and customer demand. The product achieved consistent sales growth, providing a solid foundation for future success.