OMNI-

CHANNEL
PARTNER OF
LEADING
BRANDS IN
INDIA
Digital Growth Strategy
Build a customer persona – location, demographics,
interests & behaviour. Then use the same to target
audiences through display banners, video and social
Traffic network ads and drive awareness

Follow up on loyal Use search ads, Google

customer segments by shopping , affiliate
showcasing to them new
Post Quality partners and marketplace
launches, discounts and Purchase Analyse each and every step of Traffic ads to drive high intent
personalized offers through the cycle and optimize based on visitors to product pages
email, SMS and observations and influence
notifications to increase consideration. Follow up
customer lifetime value with retargeting to retain
through loyalty and high quality display and
advocacy social traffic who will
engage more with your
Use on-site marketing tactics such as abandoned Engagement site.
cart emailers, product recommendations, browser
push notifications and exit intent popups to retain
audience and drive acquisitions
Action Plan

2. Channels – Acquisition 3. Content &

1.Customer Persona & Retention Gamification
& Site Behaviour
Customer Persona & Site Behaviour
Demographic (Adwords Display Targeting)

Gender – Male
Age – 49% between 18-34
Device: 87% on mobile
Keywords – mens jeans, black jeans men, clothes for men, buy jeans
Interests – Shopaholics & Fashionistas, Department Store Shoppers, Shopping for Men’s
Apparel, Casual Clothing and General Merchandise
Affinity for other brands & stores – Zara, H&M, Shoppers Stop, Lifestyle
Site Behaviour (Similarweb)

Traffic
- Average monthly traffic of 75,000 to 85,000
- Hit a peak of 110,000 to130,000 in the months of November to December possibly because of EOSS
- Avg. visit duration (6:38 min) and bounce rate (26.88%) are as per industry averages while pages per
visit (11.39) is above average

Traffic Sources
- 47.59% of traffic comes directly and 33.58% comes through search. All of it is organic (no ads) and at
least 70% is for brand keywords (keywords containing jack and jones).
- Thus we can assume that at least 70% of overall site traffic comes organically or through in-store /
offline advertising
-15.23% traffic comes through Facebook (can be a combination of both organic and paid).
- 2.77% of traffic comes from HDFC Bank emailers – possibly promotional
- 68.41% of outgoing visits are to Instagram – either through the site footer or directly. This number has
gone up almost 4X over the last 1 month and the number of Instagram followers has gone up by about 5000 in
the last one month to cross 60,000. This suggests a good scope of advertising on Instagram.
Demographic (Adwords Display Targeting)

Gender – Female
Age – 49% between 18-34
Device: 87% on mobile
Keywords – and clothing online, and store, fashion online shopping, moda online
Interests – Shopaholics & Fashionistas, Department Store Shoppers, Shopping for Women’s
Apparel, Outerwear, Casual Apparel, Undergarments, Social Networkers, Popeye (for Only)
Affinity for other brands & stores – H&M, Forever 21, Jabong
Other popular sites visited – Hotstar, Instagram, Whatsapp, Pinterest, Twitter, Quora
Site Behaviour (Similarweb)

Traffic
- Average monthly traffic was around 45,000 in November and has gone upto around 80,000 now
- Significant growth of almost 3X from November to January (120,000) possibly due to EOSS
- Avg. visit duration (3.18 min) is on the lower side. Bounce rate (25.99%) and pages per visit (6.27) is at
industry average

Traffic Sources
- 28.62% of traffic comes directly and 58.21% comes through search. All of it is organic (no ads) and at
least 75% is for brand keywords (keywords containing jack and jones).
- Thus we can assume that around 75% of overall site traffic comes organically or through in-store /
offline advertising
- 6.67% traffic comes through Facebook (can be a combination of both organic and paid). 0.65% of traffic
comes through the Whatsapp web app. This can be an interesting source to drive promotions/offers referrals.
- 5.67% of traffic comes from HDFC Bank emailers – possibly promotional. There is scope of increasing
this through other tie-ups and affiliates as well.
-
Site Behaviour (Similarweb)

Traffic
- Average monthly traffic is 45,000 in February
- Peak traffic of 90,000 to 100,000 in December-January possibly due to EOSS
- Avg. visit duration (4.07 min), Bounce rate (28.83%) and pages per visit (7.33) are at industry average

Traffic Sources
- 34.67% of traffic comes directly and 53.99% comes through search. All of it is organic (no ads) and at
least 55% is for brand keywords (keywords containing jack and jones).
- Thus we can assume that at least 60% of overall site traffic comes organically or through in-store /
offline advertising
- 5.58% traffic comes through Facebook (can be a combination of both organic and paid).
- 2.36% of traffic comes from the influencer Akanksha Redhu’s site. There is scope of building a strong
influencer-led marketing strategy.
- 0.37% of traffic comes from HDFC’s mailers – possibly promotional.
- 72.30% of outgoing visits are to Instagram – either through the site footer or directly. This is even though
traffic has dropped to this destination by 95% over the last one month. The number of Instagram followers has
gone up by about 3000 in the last one month to cross 150,000. This suggests a good scope of advertising on
Instagram. At a high level, it seems more traffic to Instagram is directed from Only than Vero Moda even though
both cater to a similar audience and have the same Instagram widget on their site.
Channels - Acquisition
Online to Offline (O2O) Advertising – Why?
• Department Store Shoppers is a significant category for all three brands
• The three brands cumulatively drive about 1.2 lakh – 1.3 visits in a month
organically. This number goes up to around 2.3 lakh during EOSS. Most of
this traffic is driven by in-store marketing and offline thus showing that a
significant chunk of store visitors are internet users and thus can be targeted
accordingly.
• Assumptions made on Similarweb data suggest that Vero Moda and Jack &
Jones have low online conversion rates thanks to competition from
marketplaces
Online to Offline (O2O) Advertising – Google
Online to Offline (O2O) Advertising – Facebook
Search & Shopping

• Brand keywords (35%) – To protect brand

presence in search listings
• jack and jones t shirt
• vero moda tops
• only clothing
• Competitor keywords (35%) – To target people
with similar interests
• zara t shirt
• h&m tops
• shoppers stop clothing
• Generic keywords (30%) – To generate new
interest in potential customers
• Men’s tshirt
• Women’s tops
Display
We can break down our display campaigns
into two parts

1) In-Market Audience (e.g. Women’s

Apparel) – Looking to buy right now
2) Affinity Audience (e.g.Shopaholics,
Luxury Shoppers & Fashionistas) – To
build brand, influence consideration &
drive impulse purchases

Women’s Apparel
Social

TARGETING REACH

Engaged Shoppers 3,20,00,000

Close Friends of Expats 3,00,00,000

Affinity for High Value Goods 2,40,00,000

Expats 65,00,000

Frequent International Travellers 41,00,000 More powerful than Google Display Network in terms of
iPhone 7 and 7 Plus Users 9,90,000
targeting options
Native placements = higher clickthrough rates
Anniversary within 30 days 3,20,000
Flow of traffic
Retargeting

To laser target users who have taken

1 specific actions on the site

Search & Shopping 1) Viewed product pages

2) Added products to cart
Click Based Strategy targeting

1) Potential customers 2
looking to buy similar
products
2) Users searching for brand
keywords driven by
interest in brand Display & Social
campaigns
3
Reach & Impression based Strategy
to build up brand
Affiliates & Corporate Tie-Ups

• Employee discounts through organization

specific coupon codes e.g. 15% off for all • Affiliate networks (on a CPA based commission
Microsoft employees on their first purchase model)
• Targeting other companies’ databases e.g. 15% • Vcommission
off for all Tata Sky users on their first purchase • Optimise Media

• Affiliate networks (on a CPC based commission

model to build brand)
• Dailyhunt
• Inshorts
• Email affiliates
Acquisition – Content Discovery Platforms

• Paid – Use to promote blog • Organic – Answer questions

articles through native ad formats related to relevant fashions and
(blended with page content) styles and link back to website
Channels - Retention
Email & SMS Marketing (Segment of One)

To all subscribers and customers who opt-in New product launch – to customers and subscribers
for the same. Email only based on interests captured in CRM

Product refresh – to customers and subscribers To all customers and all subscribers
based on interests captured in CRM
Marketing Automation
TRIGGERS
• Website Activity
• Email Activity
• Social Media Activity
• Orders
• Newsletter subscribers

CHANNELS
• Email
• Google, Facebook and other remarketing channels such as Criteo
• Website Popups
• Live Chat

EXAMPLES
• Welcome Emails
• Abandoned Carts
• Up-Sell / Cross Sell
• High Time Spent on Product Pages without leading to conversion
• Repeat purchases
Content & Gamification
Blog & Newsletter

Push the same content out through segmented

Link all blog articles back to product pages newsletters

Guest posts from relevant influencers, most

All content link back to product pages loyal customers and most engaged readers.
Site UX and Merchandising
Personalization
1) Showcase products in search relevant to user’s
previous browsing and purchase history
2) “You May Also Like” products
3) “Cross Sell” complementary products on cart page
4) “Up Sell” through automated emailers
5) Sort filter by relevance
6) Chatbot / Live chat to resolve queries instantly
Social Proofs
1) Product reviews & ratings
2) Number of units sold
3) Number of “adds to wishlist”
4) Number of product views in the last 7 days
5) Sort filters by number of orders and popularity
6) Add product tags on listing page – best selling , fast moving,
new/fresh, etc.
Looks & Influencers
• Custom collections / looks
• All products can be added to cart with
a single click (with or without a
discount)
• Promote the same through blog and
newsletter
• Influencer looks
• Influencer created collections on the
website
• User generated images on individual
product pages of collection to provide
personal touch and confidence
• Influencer promotes the same through
his channels (Instagram. Snapchat, etc)
and receives a commission for each sale
of the entire look
Gamification

Incentive through cashback/ loyalty points / discounts the

following
1) Product Reviews
2) Purchase Shares on Social Media
3) Referrals (and also First Purchase)
Marketplace Advertising – Why?
“Google has search data, and Facebook knows interest levels, but
Amazon has real power because it knows what people are buying and
how they’re doing it”

- Shareen Pathak, Digiday

Amazon Sponsored Products
Amazon Marketing Services
Amazon Custom Made Ads for Large Brands
Flipkart Product Listing Ads
Flipkart Brand Stories
Flipkart Premium
Flipkart Shopper Audience
Content - Gamification

LET’S START!

Offer incentives – discount / cashback / gift card on next

purchase for
1) Published reviews