Multi-channel strategy deployed by CommerceX to scale up a digitally native personal care brand

1. How we adopted a multi channel
strategy to scale up a digitally
native personal care brand

2. Introduction
Agency Introduction
CommerceX is a leading integrated ecommerce partner
having complete solutions to help start-ups get the complete
ecosystem for enabling digital first brands by equipping them
with all essential business functions which includes analytics,
marketing and cross functional partner management.
We have deep expertise in brandbuilding that comprises of
ensuring smooth captive website experience from website
development to inventory management.
We have had our share of success stories and building this
brand is one of them. We have been helping digital first
brands grow.
Our solutions include marketingon social mediaplatforms,
nativeplatforms,captivedevelopment, CRM, automationand
warehousemanagement.
Client Introduction
The client is one of India’s largest personal care brand
offering a wide range of products aimed at treating skin
and hair with a huge product portfolio and offerings in a
wide variety of flavors
It provides a diverse range of products that addresses skin
and hair-based concerns like skin dryness, tanning, hair
damage, skin pore concerns and defense against pollution
The brand is envisioned to provide complete care for hair,
face and body through a wide range of products like Oil,
shampoo, face wash, serum, lotion to name a few

3. Objective
• The brand had a clear agenda to revolutionise personal care space and introduce
coffee and Choco based products for hair and skin care
• As a growth enabler for digital first brands, we have taken an aim to ensure that the
brand expands throughout the nation and introduced multi channel strategy for
marketing and complete captive website development from scratch
• We developed go to market strategy by introducing its products mainly to metro and Tier-I
cities in the first quarter ensuring a 10% healthy increase in scale month on month and all
marketing efforts directed towards maintaining a ROAS of 2 and above across all paid
media and affiliate channels

4. Overall Performance
• Revenue – 10x
• ROAS – 2x
• AOV – 1.6x
Growth Duration:
Jan’ 19 – Sep’ 19
x
1.4x
1.6x 1.62x
1.71x
1.81x
x 1.1x
1.2x
1.5x1.5x 1.5x1.5x 1.4x1.4x 1.4x1.5x 1.5x 1.6x

5. Multi Channel Strategy
• Largest Revenue
Channel
• Higher reach - More
targeting options for
audience
• Ability to engage
with more audience
through interactive
video and bannerads
• Leverage
marketplace user
details to create
lookalikes and
retargeting on
Facebook for higher
ROAS
• Strategically used
Google to maintain
highest ROAS for the
Client
• We scaled smart
shopping Ads month
on month
• Targeting audience
with benefit driven
keywords
• Engaged with more
than 500 publishers
to drive growth
through various
business models
• Affiliate marketing
improved brand’s
visibility and helped
grow the organic
channel
• Deep user
segmentation and map
user journeys
• Cross selling and
upselling opportunities
based on purchase
history
• Monthly promotional
campaigns
• Leveraging
marketplaces user data
to cross sell combos
and gift sets
• CRED
• MagicPin
• Paytm First
• StepSetGo
• Glamrs

6. Channel Distribution
• Facebook Revenue Contribution:
• Jan’19 - 61%
• Sept’19 - 51%
• Social + Google + CRM Revenue
Contribution:
• Jan’19 - 17%
• Sept’19 - 30%
Generating more revenues from different channels to decrease
the dependency on a single channel.
x x
1.1x
x
0.8x
1.1x
1.2x
x
c
c

7. Facebook
• Average Growth:-
• Revenue: 18% increase Month on Month
• ROAS: 6% increase Month on Month
• Initiated and scaled Instagram shopping and DRM Collection ads.
• Maximum revenue comes from Instagram feed and story
• Scaled up DRM Ads – 20% Revenue from Remarketing by the end of
Oct’19
• Cart Abandoners – Frequency – 90, 180 days
• PDP Dropouts – Frequency – 7, 30, 90, 180 days
• Vernacular Language based targeting through regional influencer
creatives.
• Lookalikes - Scaled with the creation of 5%+ audience.
Best
Performing
Influencer
Creatives

8. Google
• Average Growth:-
• Revenue: 26% increase Month on Month
• ROAS: 16% increase Month on Month
• Shopping Ads - Opening Gift Kits and Combos to the shopping campaigns resulted in increase of the AOV and
subsequently the ROAS.
• Expanding Search Non-Brand considering the fact that its giving positive ROAS in Quarter 3
• YouTube - Product specific remarketing through display ads on selective channels.
x
1.1x
1.5x
1.6x
1.5x
3x
3.6x
4.1x
4.2x
x
1.1x
1.2x
1.5x
1.4x 1.5x 1.4x 1.5x 1.6x

9. Affiliate
• Average Growth:-
• Revenue: 25% increase Month on Month
• ROAS: 5% increase Month on Month
• Number of publishers: 40 publishers added each month.
• Media Buying – Strategic promotions on major deal sites having a user base of more than 7+ million in Quarter 3
to increase the top funnel.
x
1.2x 1.2x
1.6x
1.1x
1.2x
1.5x
1.7x
1.8x
x x
1.5x
1.6x 1.7x
1.8x

10. CRM
• Average Growth - Revenue: 28% increase Month on Month
• Onsite Popups – Initiate combos on onsite popups based on category association.
• Replenishment Campaign – Email/Onsite/SMS
• Transactional Email – Incorporate Influencer Video for First time customer on theme of “How to Use”
• Influencer Blog for new customers who sign up for email.
• First Order Anniversary Email – Can giveaway a freebie to the user on their order anniversaries.
• Journey for users who made more than 3 transactions – Magic of 5 – Free Pouch with every 5th order
x
1.4x
1.44x
1.5x
1.6x

11. Strategic Partnerships
• Strategic Partnerships with CRED, MagicPin, Paytm First and
StepSetGo to ramp up new user acquisitions
• Extensive brainstorming with each partner for the deal
construct to get higher number of orders each month during
the period engagement

12. Technology
• Sensing the rising popularity of ecommerce sector,
the client wanted a system that is easier to use, easier
to process and enabling purchasing of personal care
products feasible among common masses
• The strategy revolved around providing a better
Information Architecture, visually better UX, have
better content on the site, easier accessible on
mobile devices, SEO, quality and speed optimization
Toachieve the objectives of the Brand, we have
worked dedicatedly on the following goals:-
• Improvement in UX
• Increasing the Conversion Rate – Best in the
industry ~ 5%
• Better presentation of Content
• Optimize page loading time
• Right placement and minify CSS and JS

13. Merchandising Strategy
Combos on CaptiveWebsite
• We decided to keep the combos and gift sets on the captive website only to compete with the
marketplaces, which were just selling single product SKU
• On the marketplaces big sales days, we promoted the combos and gift sets on the captive
website to increase the AOV and the revenues were head to head with the marketplaces
Combos and Gift Sets on CaptiveWebsite Single Products on Marketplaces

14. New Product Launches
Feb’19
Gift Kit Launch
Mar’19
Body PolishingKit
Apr’19
Green TeaHair Care
Sep’19
Body Lotion
Aug’19
Green TeaSkin Care

15. Promotional Campaigns/Flash Sales
x
3x
5x
6x
10x 11x
Indication of how we were able
to scale to 11x revenue within 9
months during Flash Sale days

16. Connect with us – CommerceX, GoHive, 9th Floor Tower B, SAS Towers, Medicity, Sector 38, Gurugram, Haryana 122003
The team who did it