Category: eCommerce Marketing

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.

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: 

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.

The successful integration of influencer marketing with Amazon’s advertisement panel created a strong foundation for future growth. The increased brand awareness, customer engagement, and sales growth laid the groundwork for continued success and market expansion.

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.

Conclusion

• Influencer Selection: The pivotal factor for success was the careful selection of influencers whose ethos resonates with the brand’s target audience and values. Opting for influencers with specialized knowledge in the product’s niche amplifies the resonance of their endorsement, fostering a deeper connection with the audience.

• Compelling Content: The influencer’s video review serves as the focal point for success, demanding a careful blend of artistry and authenticity. Crafted with precision, the content must be engaging, providing genuine insights that not only inform but also captivate the audience. A comprehensive and persuasive narrative is paramount, ensuring the audience is not only informed but also inspired to explore and embrace the endorsed product.

• Strategic Marketing Plan:  To fortify our campaign, Tenovia strategically harnessed the power of Amazon’s advertising panel. Through sponsored product ads, display ads, targeted ad campaigns, and ad placement optimization, we maximized the reach and impact of the influencer’s promotional efforts. This synergy between influencer marketing and Amazon Advertising has not only elevated brand awareness and customer engagement but has also been a driving force behind the substantial growth in sales. The successful integration has laid a robust foundation for continued success and opens avenues for further market expansion. As we navigate the evolving landscape of e-commerce, this comprehensive approach proves instrumental in maintaining our upward trajectory and solidifying our presence in the market.

Paragon Footwear is one the largest footwear brands in India, dominating the market for decades and manufacturing over 14 Cr pairs each year. For the occasion of Independence Day, the brand recently launched a social media campaign to amplify its celebrity video with Hrithik Roshan – We Touch Every Indian’s Feet. 

The video highlights the key message of kindness and the quintessentially Indian tradition of touching feet – cleverly linking it to Paragon’s ability to ‘touch every Indian’s feet’. Since Paragon Footwear is available all over the country, the brand wanted to extend its message to the masses and garner attention to its video. 

The challenge: Aligning with their message to touch every Indian’s feet

To ensure that Paragon Footwear could achieve its vision of reaching every Indian with its high-quality and durable footwear, we decided to focus on the brand’s core values using influencer marketing. The #WeTouchEveryIndiansFeet campaign was designed to reach audiences in every corner of the country. 

The brand leveraged macro influencers from different states to spread their message and boost their reach. With the brief to showcase the impact of goodness, they gave influencers the creative freedom to shoot any kind of deed. The task was to ensure that the Paragon logo was present in every video to facilitate uniformity and brand recall. 

Our approach: Finding the right influencers to spread the message 

At Tenovia, we believed that identifying the right set of macro influencers was crucial for the success of this campaign. Since Paragon was keen to work with only a limited number of influencers who could help achieve virality, we prioritized factors such as a high follower count and engagement rate while selecting the influencers. 

It was also important to ensure the influencers did not have any fake followers or indulged in leveraging engagement through comment bots and pods. For this campaign, creativity was pivotal to boosting overall performance. After thorough research, we shortlisted 10 influencers.

The execution: Prioritizing creative freedom and insight-driven planning

Once the influencers were shortlisted, each of them received a pair of footwear from the brand as per their choice. Each creator had the liberty to direct the video as they desired provided they highlighted the footwear from Paragon and used the logo prominently. Using the Instagram Reels feature, content creators made the campaign come alive through various deeds of kindness. Some donated shoes from Paragon, others fed stray animals, donated money, and explored many other scenarios that fit the bill. 

This activity performed exceedingly well and encouraged further participation from their followers, allowing us to reach our goal in a very short time.

The results: Higher engagement and deeper impact 

Using the above execution strategy, Paragon Footwear’s campaign was able to record impressive numbers in terms of reach and engagement.  

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.

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.

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%

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%

24 Mantra Organic is an established brand in the grocery and gourmet space, with a core focus on organic food products. Currently, the brand has developed over 100 subcategories and 250 products to cater to an expanding target base. 

Their challenge: Expanding beyond the carved niche

While 24 Mantra Organic already enjoys a sizable brand value in the organic niche, achieving a similar market share in the generic space remained a challenge. To improve product positioning and market visibility, the brand needed marketing expertise, a well-formed strategy and execution plan, and constant supervision to target the right products at the right time. What’s more, it was also vital to balance marketing spend to drive growth for all product categories, while maintaining low advertising cost of sale (ACoS).     

Their goals: For today, tomorrow, and the years to come

Our strategy: Leveraging First Page Positioning (FPP) 

For brands to capture consumer attention, they need to appear on the first page of the search results as most users don’t even consider visiting the second page. According to Search Engine Watch, first page results get 92% of website traffic. We had to get 24 Mantra Organic there.

To help track the rank of a brand’s product against a specific search team, we at Tenovia devised an in-house metric – First Product Position (FPP). The lower the rank, the better the performance in the search listing, and vice versa. Closely monitoring the FPP for high-traffic keywords allowed us to determine whether or not our marketing efforts were yielding organic share of voice (SoV). This exercise also helped us further optimize costs to ensure that we didn’t bid on keywords that were already performing. 

With 24 Mantra Organic, our approach was to evaluate product performance on trending keywords, month-on-month growth in Glance views, and sales. We then used these metrics to obtain the FPP rank for each product among trending keywords and further grouped these by status, based on ranking (high, mid, or low). 

This provided us with valuable insight to analyze the current FPP or brand visibility in the market. We also tracked the percentage of repeat customers, which made it easier for us to bid for marketing and budget marketing spends. We learned that if the spending on low FPP ranks are lowered, that money can be saved or redirected to other categories, and vice versa.  

The outcome: Breaking it down into numbers 

Between November 2021 (when we were onboarded) and January 2022, we helped 24 Mantra Organic achieve:

THE CHALLENGE Being a mainly distributor centric business, Dixcy has challenges in supplying B2C orders with the tight order fulfilment timeline. THE SOLUTION Educating metric-driven appr…

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