Boosting regional utilization by 50% in six months and Improving Bottom Line | Paragon Footwear

Boosting regional utilization by 50% in six months and Improving Bottom Line | Paragon Footwear

Paragon Footwear, one of the largest homegrown footwear brands in India, has found success in offline and online retail. The brand manufactures crores of pairs every year. While its eCommerce presence is successful, and growing in all parts of the country, it faces some challenges that are unique to a company of its size – such as effective regional utilization. 

Their challenge: Lack of optimization in stock distribution

Given the sheer range of products and SKUs for a brand of Paragon’s scale, stock distribution based on region and state remains a major aspect, and a challenge, of inventory planning. When done right, optimized regional supply adjusted to keep pace with changing demands drastically decreases delivery timelines and shipping costs – which means higher conversion. 

This is important in eCommerce as the brand’s range of products is exposed to the entire customer base across the country. And to cater to customers across various regions quickly and efficiently, it becomes imperative to distribute inventory strategically. That’s where Tensight comes in.  

Our strategy: Leveraging Tensight’s regional inventory planning functions 

Using Tensight’s regional utilization dashboard, we conducted a detailed analysis of Paragon’s existing state and regional utilization – both overall and across warehouses. This exercise allowed us to support the brand in a few vital ways. 

  1. Discovering sales potential: We identified regions that experienced higher demand as well as states and regions that had immense potential for sales growth.  
  2. Opening new warehouses in strategic locations: Using Tensight’s vital insights and inputs, we created a new strategy to ensure optimal distribution of inventory across India, after which the brand opened two new warehouses in the eastern and western regions of the country.
  3. Fine-tuning SKUs: Further, we also studied the demand from these zones and on-hand inventory to provide an optimal distribution report to distribute inventory on an SKU level across warehouses and regions. 

Our impact: Better regional utilization, happier customers

Facilitating Pincode Availability on Amazon Fresh | 24 Mantra Organic | FMCG

24 Mantra Organic is the largest organic packaged food brand in India. It is available in over 1,500 outlets and independent stores across the country and abroad, and on ecommerce portals such as Amazon and Flipkart. 

The challenge: Increasing geographical accessibility and availability

The brand has convinced consumers to consider switching from conventional to organic products. However, product availability in certain parts of the country still remains a challenge. 

One major factor behind this is Amazon Fresh. While this rapidly growing subdivision focuses on digital grocery services to deliver fresh produce, perishables, and other day-to-day items within a short delivery window – typically two hours – it is serviceable in only a few pin codes across India. For 24 Mantra Organic to enhance its presence in every geographical area, it is vital to identify real-time tracking of product availability in the pin codes covered by Fresh. 

The goals: 24 Mantra Organic’s roadmap of growth

The strategy: Calculate and evaluate availability vs. non availability  

We evaluated the brand’s product availability in two groups – clubbing 30 top-performing products or ASINs (Amazon Standard Identification Number) in one and the remaining products in another. We considered tier 1 cities such as Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, Delhi, and Mumbai as well as other cities in states such as Odisha, Rajasthan, UP, etc. Using these parameters, we calculated the percentage of products that were available vs. not available on a weekly basis. 

The findings: What our analysis revealed

The way forward: Tenovia’s recommendations

Our analysis showed that higher availability in top-performing pincodes of tier 1 cities led to higher sales. To effectively tap this market, top performing products should be made available in at least tier 1 city codes, if not all listed pincodes serviceable by Fresh. We also recommended focusing on expanding availability of other products/ASINs in tier 1 pincodes as well as top-performing products/ASINs in other tier 2 cities.

Never Lose a Sale with Smart Inventory Planning

Regardless of the size of your ecommerce business, it hurts the bottom line when you lose a sale, especially when it’s due to preventable reasons. And one of the most obvious reasons for a loss of sale is an essential part of the supply chain management pipeline – inventory planning.

Here are some common mistakes that ecommerce businesses make that can make them vulnerable to Loss of Sale.

  1. Having too much inventory: Overstocking can cost your business, especially when you have too many units of the wrong product, leaving very little space for other products that would sell immediately. You may also end up spending more on storage, become vulnerable to your cash being tied up, and even risk expiration of your products.      
  1. Not restocking on time: Running out of stock can happen for many reasons – lack of space, limited units, or fast moving items. The problem arises when you neglect restocking quickly. If your customer visits your business page only to see the ‘out of stock’ tag too often, you could lose a sale and a customer.  
  1. Not investing in warehouse organization: It doesn’t take a math genius to know that any inefficiencies in your processes translate to financial loss. With inefficient warehouse organization, you may end up with inaccurate or delayed orders that often lead to refunds and lost customers.  

Good inventory management directly impacts your profits and cash flows. With the right measures in place, you can ensure that you only buy the amount of stock you need, minimizing stockouts and other inventory inefficiencies. It also allows you to carefully strategize every aspect of the supply chain – right from early production and stocking to the final sale.

So, what’s the answer? Inventory planning

At Tenovia, we work with businesses of all scales to solve inefficiencies and issues faced by supply chain teams, inventory management teams, as well as category managers to facilitate strategic transformations in the planning and replenishment processes. Perhaps the most useful tool in this endeavor is effective ROS – an in-house metric available on our analytics tool Tensight. Simply put, effective ROS is defined as the rate of sale of an article factoring the actual number of days it was available in the inventory. 

This simple metric allows us to create highly customized plans that can be tailored to different organizations and marketplaces on a style-level based on each channel’s performance. Once we receive the data from the metric, we break down the allocated inventory and create categorizations on the basis of warehouses, regions, etc. It was this metric that allowed us to transform inventory processes for leading footwear brand Paragon. 

How we helped footwear giant Paragon prevent loss of sale

Manufacturing over 14 Cr pairs of footwear each year, Paragon owns more than 12 fulfillment centers and a veritably large catalog of products. Given this vast inventory, planning then became a unique challenge. In addition to the diverse product range, Paragon had to keep in consideration the large number of SKUs as well as product seasonality. This often led to high out of stock percentages and consequently, losses in sales.       

However with our strategy, Paragon’s supply chain team was able to achieve seamless replenishment and minimize out of stock percentages. Their sales targets increased 15% month on month. The brand’s aged inventory also reduced by a whopping 37% in six months. During the same period, their out of stock percentage decreased from 20% to 7%. Today, owing to its streamlined process, Paragon is now an accredited Platinum Seller on Flipkart. All this just by tweaking the inventory planning process and no additional marketing. 

Revamp your inventory planning with Tenovia

If you too have been experiencing a gap in inventory management, you’ve come to the right place. Just like Paragon and a host of top brands across the country, we can help your business ace the inventory game with cutting-edge customized solutions. Not only will we help you figure out the gaps, we will also put in place processes that will address your unique challenges in the long term. 
Determined to never lose a sale to inefficient planning and management? The experts at Tenovia have got your back!

Using inventory optimization and regional utilization to boost profits | Central Books Online (CBO)

Central Books Online is an online bookstore and education portal, offering a wide range of general books, stationery, as well as academic books for schools and competitive exams. Along with its own website, CBO also sells its range of products on ecommerce marketplaces – specifically Amazon. 

Their challenge: Low regional consumption 

Despite making several attempts to move inventory to Amazon’s multiple warehouses across the country, the brand’s regional consumption remains low. For example, a fulfillment center in the southern part of India may deliver a majority of orders to PIN codes in all other regions of the country but not in its immediate vicinity. 

This mismatch in the regional demand and supply is often the result of improper inventory allocation. When this happens, a seller is often subjected to consumer demands and expenses caused by inefficient and inadequate inventory planning and forecasting, leading to:  

  • Excessive national shipping costs
  • Slower delivery 
  • Low conversion rates
  • Poor customer satisfaction 

To correct these inefficiencies, Central Books Online would require data-driven recommendations on their reorder quantity to prevent stock depletion, a nudge to prevent an out-of-stock scenario, and the optimal disposal of their overstock (dead stock). 

Our strategy: Inventory optimization and regional utilization 

Inventory optimization and regional utilization are important crucial profitability factors for any ecommerce business. That’s why we employed Tensight to analyze sales data across various lengths of time – from the previous month, increments of 3-6-12 months, previous season, and custom lengths. 

With this, we built smart maps with inventory across warehouses to provide detailed information and vital insight into relocating stock at appropriate warehouses, plan for future reorders, and dispose of dead stocks based on historical data. We were able to help Central Books Online:

  1. Examine opportunities to optimize warehouse inventory levels and achieve high sell-through rates
  2. Reduce the cost of aged or obsolete inventory that has a direct impact on the business and a high holding cost
  3. Assist with prompt inventory sourcing, marketing, and procurement decisions
  4. Examine regional utilization to optimize demand-based inventory allocation across all fulfillment centers (FCs)

Our impact: 7-point improvement driven by Tensight

Transforming online inventory planning processes for 12+ Fulfillment Centers | Paragon Footwear

A household name in footwear, Paragon Footwear first forayed into the Indian market in 1975 in its home state of Kerala. And in the next few years, it made its name all over the country. Today, Paragon is one of the most trusted footwear brands for the everyday Indian. The company manufactures over 4,00,000 pairs every day, amounting to a whopping 14 Cr pairs every year. 

Despite its ecommerce channel success and growing by double digit % each year, inventory planning for a mature brand comes with its own unique challenges online.   

Their challenge: Inventory management of large catalogs Across Fulfillment Centers

Inventory planning is essential to the smooth functioning of any ecommerce channel. But it is downright critical when it comes to a company with nearly 12+ fulfillment centers and a large catalog. Effective planning of inventory allows organizations to choose the right strategies to control the movement of goods – from production till the final sale. Naturally, this also impacts the organization’s profits and cash flow. 

For Paragon, owing to its diverse product range, product seasonality and large number of SKUs, and multiple fulfillment centers across the country due to region wise demand, the company faced challenges such as losses in sales and high out-of-stock percentages.  

Our strategy: Revamping the inventory planning process

To offset these losses, we made some strategic transformations in the entire inventory planning and replenishment process, keeping in mind the numerous issues faced by the supply chain team. 

  • We used an in-house metric from Tensight – effective ROS – which is defined as the rate of sale of an article factoring the actual number of days the inventory was available. Using this metric, we created a highly-customized inventory plan tailored to each marketplace on a style-level based on the channel’s performance. 
  • We then broke down the allocated inventory, categorized on the basis of region and warehouse, and placed special emphasis on discounted products and new launches.   

With this two-step approach, we were able to solve a majority of the issues faced by Paragon’s supply chain team. This strategy helped pave the way for seamless replenishment. Ultimately, we were able to decrease out-of-stock percentages as well as broken set percentages.

How Tenovia’s 10commerce is Reinventing B2B Sales Strategy

Although ecommerce sales strategies have been dominated by B2C businesses, B2B brands have also become adept at leveraging it to sell their products or services. Thanks to the increased internet penetration across the country and the pandemic’s influence on changing customer preferences, B2B ecommerce is looking at a bright future. It is however important to note that selling to individual customers and selling to organizations are two different ball games, especially when it comes to internal processes, sales and marketing, format of messaging, and customer experience. 

What if there was a way to transform the way your B2B business functions, allowing you to expand your distribution network, sell across existing channel partners seamlessly, and efficiently integrate every business application you will ever need on a single platform? 

To help you navigate the complexities of the B2B world, we at Tenovia developed a fully hosted and integrated platform suited for all kinds of businesses – whether you’re a manufacturer, wholesaler, or distributor. 

Switch up your B2B ecommerce gameplan with 10commerce 

With 10commerce, you can expand your B2B business, find new channel partners, quicken your time to market, and improve your catalog discovery among your distribution network. You can also expose your entire inventory across your value chain to boost sales and ROI. 

Our platform can help scale your business in an agile and sustainable manner. In addition to effective B2B ecommerce planning and marketing strategies, our platform also offers best-in-class features, in-built integrations, and applications such as CRM, POS, ERP, etc. to give you an end-to-end solution that can future-proof your business. 

  • Tailored B2B ecommerce solutions 

What makes 10commerce particularly effective is its flexibility and scope for customization. With the help of our personalized services, you can: 

  • Boost ecommerce sales and ROI by moving existing customers online
  • Discover potential new customers
  • Boost revenue through omni channel sales
  • Streamline distribution channels
  • Optimize marketing costs and efficiency
  • Integrate seamless data transfer with numerous business applications 

Depending on what you need, you can choose from the numerous features, applications, and services such as:

That’s not all. 10commerce also allows your B2B business to:

  • Maximize inventory exposure by enabling retailer discovery and advertising through integrations across the ERP
  • Customize your interface that helps a retailer or distributor to browse and find products 
  • Customize your brand catalog by region and channel partner, while including differential pricing to minimise online-offline conflict 
  • Reach out with in-built messaging to communicate offers with retail/distributor network, real time
  • Onboard new sales partners and dealers that you couldn’t have found through traditional sales channels 
  • Streamline the onboarding process by integrating Buy Now Pay Later (BNPL) and credit scoring partners
  • Support existing sales teams and enabling them to take orders, set pricing, and leverage inventory 

We also provide customized solutions regardless of your existing platform infrastructure. If you don’t have a platform, don’t worry. We can directly integrate our smart B2B-capable ecommerce platform with other backend applications. If you’re in need of seamless integration, our platform offers bi-directional sync of data and business objects between applications. If you have multiple applications that need to be integrated onto a single ecommerce platform, 10commerce can do that too!   

  • Superior customer experience 

10commerce allows you to effortlessly enhance customer experience through omni-channel support, including: 

  1. Quick and efficient order fulfillment: With 10commerce, we provide seamless and end-to-end order life cycle solutions on a single B2B ecommerce platform. Our management system can execute complex business functions and facilitate movement between multiple warehouses, enabling a streamlined and distributed order.  
  1. Streamlined distribution channels: Our platform facilitates seamless scaling of your B2B ecommerce business by allowing you to manage and sell your products or services across various channels – be it your website, a marketplace, or even a physical store.  
  1. Dedicated self-service portal: We also offer a service portal module that allows B2B merchants to provide digital support to their customers. One noteworthy feature of the self-service portal is warranty management – a crucial task for B2B organizations.   
  • Best-in-class B2B ecommerce features

10commerce helps you handle a wide range of complex B2B scenarios with top-tier ecommerce features such as: 

  • Advanced search and filters
  • Dedicated account management
  • Product category management
  • Customer-specific catalog
  • Personalized product recommendations
  • Complex pricing and bulk discounts
  • Credit limits
  • Custom shipping methods
  • Purchase orders
  • Flexible payment options

This list doesn’t cover even half the number of cutting-edge features 10commerce offers! There’s a world of features and applications for you to discover. 

The bottom line is this – 10commerce helps you control every aspect of your business. It can help you categorize and showcase digital catalogs, launch new products faster, eliminate backorders and delayed orders, scale your web store alongside your business, and boost your order processing prowess by three times and accuracy by 80%. By giving your accurate product data, 10commerce also helps you maintain live inventory and plan your procurement better. Till date, Tenoia has worked for over 100 global brands, including Levi’s, Puma, Aditya Birla, Paragon, Apollo, Raymond, Caprese, and more. 
So if you’re ready to take your B2B marketing strategy and ecommerce planning to the next level, it’s time to leverage the power of 10commerce. Reach out to the experts at Tenovia and we’ll guide you on reimagining your business.

Creating a consistent and comprehensive product status map for online and offline inventory management

Soch Apparels Private Limited, a women’s ethnic wear label, employs Vinculum Omnichannel Retailing to manage its online marketplace and Omuni, powered by Arvin, for omnichannel retail enablement to manage stock in its physical stores. Vinculum manages everything from the automation of catalog listings, inventory management, and ordering for Soch’s ecommerce vertical.

Their challenge: Managing inconsistencies in product listings across channels

The company noticed significant discrepancies in their entire listing and inventory across Vinculum and Omuni, as well as the total number of products that had front-end visibility for consumer sales on the marketplace. They wanted to address these inconsistencies and create a clear product status map.

Our strategy: Efficient integration, better visibility, more transparency

As an essential first step, we integrated the offline retail stock as well as the styles and inventory available on Vinculum in the ecommerce warehouse on the Tensight dashboard.

We applied it to all marketplaces activated on the Vinculum dashboard and cross-validated the style count in terms of catalog listing, stock, and front-end exposure across three major marketplaces – Nykaa Fashion, Myntra, and Ajio. We then mapped the number of styles present on Vinculum to the marketplace’s back-end for listing and stock visibility, as well as the front-end for live products available for purchase by customers. We also:

  • Provided a weekly summary of Vinculum’s listing percentage and stock exposure percentage by channel
  • Enabled clear panel stock exposure and front-end style exposure percentage
  • Integrated suitable filters to make data downloading easier
  • Highlighted styles on the dashboard that were not accessible on the front-end but were accounted for in the inventory on Vinculum
  • Enhanced visibility of unseen SKUs on Vinculum to help them make better, well-informed decisions

Our impact: From effective strategy to near-perfect results

With Tensight, we delivered total visibility for styles they have in stock as well as those listed and exposed to the marketplace. We also helped enhance listing hygiene, optimize inventory, and maximized product exposure across marketplaces with the highest clarity and precision at the SKU level. 

Improved listing percentage by an average of 15% in 3 weeks, from 75% to almost 86%. Over 3 months, there was a massive improvement in the listing quality.

Total stock exposure percentage for marketplaces such as Flipkart increased by a staggering 60.85%, with an overall average increase of 33.76%.

Achieved almost 95% panel exposure for strategic channels.

Optimized front-end exposure percentage by 24.08% (for Myntra).

Leveraging the power of influencer marketing to boost brand attention, sales, and customer retention | Maharishi Ayurveda

Maharishi Ayurveda is a health and wellness company that offers a wide range of supplements and personal care products based on ayurvedic practices. Its offerings are geared towards bolstering general health, immunity, sleep quality, and more. Founded in 1986, Maharishi Ayurveda now supplies its diversified product range in India, Europe, Australia, the United States, and many other international markets.      

Goal: Increasing sales of their latest toothpaste – Ayurdent

With the rise in demand for traditional health and wellness products, the ayurveda space is heating up. The brand wanted to highlight and promote one product in particular – the Ayurdent toothpaste. To give its product an edge, the focus had to be on its USPs, including herbal formulation, ancient ayurvedic practices, and price range.  

Observation: Influencer marketing and focus on USPs

Most Indian consumers view day-to-day personal care products as habitual, which means that they usually have strong preferences and rarely stray from their choices. 

That’s why in a category such as toothpastes, word-of-mouth promotion works better than traditional push marketing. Instead of digital ads, we believe that influencers play an even more vital role in persuading potential customers to resist inertia and try out new products, simply due to their loyal following and perceived expertise.   

Maharishi Ayurveda’s Ayurdent toothpaste was featured in an influencer’s YouTube video, in which it was ranked among the top 10 toothpaste products with a reasonable price tag. The video soon went viral and grabbed eyeballs all across the country. In just a few weeks, Ayurdent was in high demand across all major ecommerce marketplaces including Amazon, Flipkart, and the Maharishi Ayurveda website. 

Impact: Boost in page views, units, and sales

Due to the impact of the influencer video, the product’s contribution to the brand skyrocketed instantly, without seeing a sharp decline in demand in the following eight weeks. In this duration of eight weeks, Ayurdent’s: 

  • Page views for the product increased 98x
  • Sales saw a significant jump of 54x
  • Contribution to the brand’s overall sales increased from 2.35% to 68.51%

Major Bag Alert: Digital Advertising Spends Are On The Rise

Unlike most industries, India’s digital marketing industry weathered the pandemic with relative ease and came out on top. In the past two years, it has grown at unprecedented speeds for many reasons. Brands who noticed this shifting interest from traditional marketing to digital and adapted quickly saw a world of benefits. 

With the rapid acceleration of smartphone adoption across the country, increased consumption of online content, and more consumers being confined to their homes, digital marketing became more effective than traditional forms of advertising. In fact, global media investment company GroupM reported that digital marketing accounted for almost 65% of all advertising around the world – a significant jump from 52% in 2019. It is also estimated that traditional and digital marketing spends around the world will be worth over $873 billion by 2024. 

In 2022 as well, India will continue to retain its place in the 10 biggest ecommerce markets worldwide and will be the fastest growing. According to RedSeer, India is likely to become the third-largest ecommerce market in the world, taking over flourishing markets such as South Korea and the United Kingdom.    

A large part of these digital ad spends is occupied by ecommerce ads. With fintech and healthcare brands bolstering their online transactional volumes, more categories are setting their sights on ecommerce platforms and increasing their advertising budgets. So if there’s ever a good time to be on ecommerce ad platforms, it’s now. 

What will digital transformation spends in India look like?

Just like the rest of the world, India’s ecommerce industry is growing at a lightspeed. Digital marketing, in particular, is on the verge of a transformation as homegrown brands look beyond age-old social marketing methods. These brands are now discovering new ways to reach their consumer base in various regions. Here are some statistics that illuminate this shift.

  • Traditional to digital media consumption

Research firm Nielsen India, in collaboration with the Media Research Users Council of India (MRUC), conducted the Indian Readership Survey, which revealed signs of permanent change. From 2017 to 2019, consumption of traditional media remained stable. However, digital media consumption shot through the roof.

  • Digital media spends 

According to RedSeer, India’s total digital advertising market was worth $3 billion in 2020, occupying 33% of the market. However in the next decade, it will see a 10x growth and account for almost 85% of the total advertising marketing in the country – reaching an estimated market value of up to $35 billion.  

  • Influencer marketing

A study by Statista showed a marked increase in influencer marketing spends. The total market value of influencer marketing will continue to expand at a compound annual growth rate of 25% over the next few years. Brands are moving towards influencer-led campaigns across scales and are aiming to invest 7-9% of total digital advertising spends. 

  • Exploring other avenues in FY 23-24  

In the next few years, digital transformation spends will not be limited to websites, search engines and social media platforms alone. Ecommerce businesses should start planning for advertising on the Metaverse and ONDC – India’s open ecommerce network, and consider NFTs wherever applicable. That’s not all, tech-forward ecommerce brands will also jump onto the supply chain blockchain bandwagon and explore technologies that can optimize digital ad spends and boost ROI.   

So what does this mean for your business?

Even a cursory glance at these trends will reveal the importance of digital marketing and its impending explosion. With more competitors breaking into the scene across every conceivable category, it is important to have a staggered digital marketing strategy that takes into account existing trends as well as future transformations. 

As an ecommerce business competing in this cut-throat environment, it is obvious that higher spends can increase your chances of success. But it’s not enough to simply increase your budget. Effective ecommerce marketing is about targeting your intended audience accurately and on the right platforms – ultimately improving brand awareness and engagement, and encouraging trials and loyalty. If you’re looking to maximize the value of your digital ad spends, Tenovia can help. 

Our in-house ecommerce analytics platform Tensight helps you make the best of data and tailor effective marketing campaigns that deliver on ROI. In addition to digital marketing campaigns on social media, we also provide solutions for ecommerce platforms such as Amazon, Flipkart, Myntra, Swiggy, Blinkit, Bigbasket, Google, YouTube, OTT, Snapdeal, and Udaan. If you want your ecommerce business to be ahead of the curve when the digital marketing revolution is in full swing, we’ll get you there.

How optimizing product tiles and descriptions led to a 12% month-to-month increase in CTR and CR | 24 Mantra

24 Mantra Organic is one of India’s largest organic packaged food brands, available in over 1,500 outlets and independent stores across India and overseas, as well as leading ecommerce portals such as Amazon and Flipkart. With over 100 subcategories and 250 unique products, the brand has a high market share in the organic space. However, to develop a sizable niche in the conventional FMCG market and gain a competitive advantage in the organic market, the brand needs to develop strategies to improve product positioning and visibility. 

To convince consumers to make the switch to organic alternatives, the brand successfully used the right channels of awareness on marketplaces and created a huge impact on its clickthrough rate (CTR) and conversion rate (CR). In simpler terms, conversion rate is the number of products sold in comparison to the number of times the product display page was viewed. A higher CR shows that customers who view the product are also buying it, and vice versa.  

Their goal: Six metrics to rule them all

The challenge: Reversing slow sales and degrowth 

During Q4 of 2021, 24 Mantra Organic was seeing low CTR and CR, leading to low sales and degrowth in certain categories. Even offers and discounts failed to improve sales numbers. Drawing from Amazon’s guidelines on boosting product visibility, it was necessary to enhance the following parameters to optimize CTR and CR.  

  • Product descriptions: One way to push more customers to land on 24 Mantra Organic’s product page was to provide detailed descriptions and include common search keywords.  
  • Bullet points: Most customers prefer to skim the product information to quickly learn about its main features instead of reading detailed paragraphs. Needless to say, breaking down product information into bite-sized bullet points can help increase rankings and conversion rates.  
  • Product images and tiles: Customers tend to trust a product more if they can see it, making product images vital to boosting brand recall and conversion rates. Adding multiple angles from different angles gives the best possible representation of the product and creates a positive association in the customer’s mind. 

These optimizations would help customers better understand the product, make it more relevant, and allow it to stand out among other listings. We followed these recommendations to help 24 Mantra Organic. 

Our strategy: End-to-end content optimization and analysis

Based on these three factors, we implemented the necessary optimization of tiles and descriptions to drive a creative impact on CTR and CR. 

  • Product descriptions: When searching for a product, customers often type in very specific keywords such as ‘jaggery 1 kg’ or ‘brown rice’ to refine their search. We used these top-ranking keywords in the product description for better results. 
  • Product titles: We limited product titles to <50 characters and made sure to contain all the relevant information such as product category, brand, color, size, material, key features, packaging, quantity, etc., in a specific arrangement, placing the most relevant keywords first. 
  • Bullet points: We provided an extensive and detailed insight of the products, which helped in two ways. One, using searched keywords increased product visibility; and two, it educated the customer on its various aspects such as features, benefits, ingredients, usage and packaging, as well as brand promise, which in turn helped the customer in better decision making.
  • Product images and tiles: To effectively showcase products, we used high-resolution images to beautify the product listing – allowing customers to see the color, exterior, packaging, etc. They could also zoom in for more details. This helped create an attractive listing with better representations of the product benefits. The brand tile also helped improve brand recall. 

As it was a mammoth undertaking to implement these changes to all 250+ products developed by 24 Mantra Organic, we chose to focus on the 10 best performing categories and their product descriptions, bullet points, and images and tiles.

Our impact: Converting strategy into measurable results 

After implementing the above mentioned optimization measures and tracking conversion rates on a month-to-month basis, we achieved an average increase of 12%