OVERVIEW: Players like Dabur, Himalaya, Baidyanath dominate the Health & Personal Care category. It is easy for these established offline brands to grab the market share online due to the size of their business. Delhi-based Jiva Ayurveda specialising in modern Ayurveda was seeking to carve a niche for themselves in the eCommerce business and reach a wider audience.
CHALLENGE: Brand loyalty in the health and personal category is typically on the higher end of the spectrum. Factors such as product authenticity, buying experience and pricing play a key role. Being a traditionally offline brand, Jiva Ayurveda faced the challenge of breaking the clutter amongst the well established brands online and wanted to emerge as a prominent contender online backed by decades of experience the brand had established as a regional, trusted Ayurvedic and healthcare brand and strong offline customer equity.
To expand the portfolio of the brand on eCommerce platforms and increase organic reach and conversions, we recommended and implemented 3 key levers that are critical to ensure a strong foundation for growth online :
- Content: High-quality catalog content spikes conversion rate by 10% on average.
The category managers at Tenovia deep-dived and analysed trending keywords with high-search volume and incorporated them into product listings, tiles and A+ content- thus improving the CAQ scores of the brand – a critical metric in measuring the catalog’s attribute quality.
- Promotions: Promotions on products in healthcare/FMCG space during a regular event witness a spike of 15% vs BAU sales. On event dates, this can spike up to 2X.
Amazon provides retailers with the opportunity of participating in promotional deals. Deal of the Day, Lightning Deals, Discount Coupons etc are all means of boosting sales on the platform. Aggressive offers during these days helped increase brand awareness and visibility of the products on the first page. Additionally, we implemented Sponsored Brand and Sponsored Product campaigns that garnered higher product views and increased brand awareness.
- FBA (Fulfilled By Amazon): The promise of same-day delivery increases conversions by nearly 30%
Despite being a low ASP brand, the category analysts at Tenovia identified the right portfolio of products to be launched on Amazon’s FBA program – walking the brand through the onboarding as well as initial launch across locations in the country. This was backed by analysing competitor delivery timelines, regional demand witnessed and evaluating the profit margins per product for the brand.
Introduction of FBA helped in increasing the regional utilisation (RU%), and further increased sales by decreasing the order processing and delivery lead time. This also led to an improvement in the overall margins of the ecommerce business.
- 62% of growth witnessed in online sales across channels in a quarter
- 52% increase in organic reach across product categories
- Achieved Regional utilisation % of nearly 48% in a span of 3 months on leading channels