Kucah: Case Study
Style and comfort are the major aspirations of an e-commerce company in Mumbai. Believing the same, the Kucah brand wants to give hassle-free shopping experiences to the customers for clothing.
The company’s objective on parameters; is to improve the logistic delivery partner experience, launch new apparel, and sales increase.
Challenges:
The major challenge in Kucah, an e-commerce clothing brand is to develop trust in their customer for the new clothing brand out of high competition. Meet quality and price with the customer’s expectations. Reduce the high shipping costs due to the single order customer.
High cart abandonment is the major challenge that arises when the customer adds the product to the cart and skips buying it. The customer return was very high 40 to 60%.
Low ROAS and high CAC are big challenges for e-commerce companies. As a result, the marketing charge for a single customer is high compared to the buying price.
High return rate, the customer order the product, tried it and if not satisfied, returns it.
Improving the response time of the website is another challenge. The e-commerce site must be loaded seamlessly to avoid the bounce rate.
Strategy:
The e-commerce brand, Kucah needs an immediate solution for its fashion apparel. For the sake of solution, Kucah tier to Verve Online Marketing, VOM which is known for delivering top-class marketing and PPC services to the clients.
1
Customer segmentation is required to prepare the data to target potential customers. Give a personalized experience with the marketing analytical tool and its insights.
2
Customer-centric campaigns to ask customers about their experiences through surveys, or polls. More conversions and ROAS, return of ads spend to induce the margin from the marketing costs and run the campaign positively.
3
To reduce the high return rate the exchange button encourages users for trying similar cloth in different sizes. Improve business campaign and targeting approach.
Implementation:
After the discussion, the implementation has started to achieve the results where the Kucah brand was lacking before.
The major implementation steps applied by the VOM are:
- Improve easy returns and shipping so that customers never halt in getting their orders. This enhances trust in the customer. Intact the customer for easy shopping. Faster checkouts with one click checkout experience.
- Connect with new customers to build customer loyalty. Increase ROAS by driving the revenue of as spend high. Smart COD options to the customer for expanding their payment facility to their comfort.
- Shot email campaigns and send engaging emails specifically for ‘women western dresses’ for the categories “everyday casuals”, “summer sensation”, “party collection”, and others. Prepared cart recovery campaigns. Live chat with the customers. Notification for new updates.
Solution
Monitor audience reactions. Adjust in near-real time.
These audiences were an ideal match for:
Results
Lift sales with a revamped approach.
The Kucah succeed to achieve the following results from the marketing campaigning. They are as follows:
1
Improved the ROAS to 60% than previously with increased brand loyalty by 20%. The customer checkout results in 5x in sales increased by 20%.
2
Kucah now supports a multi-language system which improves its brand image.
3
Reduces the CAC as the cost spend for the customer in buying is less which helps the Kucah brand to enjoy their services on the platform.
Lessons Learned;
In the whole journey with our client Kucah, we have learned a lot. There was a pragmatic time when we got stuck somewhere but with the expertise mind of our marketing and PPC experts, it become possible to achieve the desired results that the client expected from us.
In the whole journey with our client Kucah, we have learned a lot. There was a pragmatic time when we got stuck somewhere but with the expertise mind of our marketing and PPC experts, it become possible to achieve the desired results that the client expected from us.
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