Gismod Shop
 | Strategies for Boosting Online Sales and Reaching Target Audiences through Effective Digital and Social Media Planning | |
| Our client is a leading FMCG distributor in the market, operating in both B2B and B2C channels through their e-commerce platform. | ||
| C | Challenge  | The client faced multiple challenges such as unstructured product categories on their online platform, limited promotion strategies to boost sales, and the absence of a concrete social and digital media plan to reach their target audience. |
| A | Analyse  | To address these challenges, the Knowhow team collaborated with the client to align their core goals with top management. We conducted a thorough analysis of their target and existing shoppers, along with their current and future product portfolio. We segmented the existing shoppers based on their buying behaviour, location, income level, frequency of shopping, and product preferences. We also matrixed shoppers vs products to serve the best-fit products to the target/existing shoppers as the foundation of the category management and assortment strategy. Moreover, we applied the Pareto principle to explore where 80% of sales come from 20% of items and suggested up-selling options to rationalize their promotion strategy. We also analysed their existing promotion types and performance based on seasonality, frequency, retention, and profitability. |
| R | Results  | After our analysis, we enabled the client to develop a shopper-focused category that enabled them to redesign their online platform’s structure. We added up-selling oriented categories that shoppers can directly reach to target product ranges, such as features, brand, key benefits, result-oriented, etc. We planned an annual promotion calendar at category and brand levels, along with cross-promotion functionalities. We standardized promotion performance benchmarks that enable the client to decide on replication, revision, or elimination of promotions for the future. We developed a social and digital media plan to promote the right product at the right time, through the right platform, and to the right shopper, along with benchmarks to measure return-on-investment (ROI). We developed category-focused KPIs with a relative dashboard for regular review and analysis, which included, but was not limited to, GMROI, ABC (Activity-Based Costing), Sales Conversion Rate, and Average Transition Rate. |
| E | Effect to Business  | Our collaboration with the client resulted in finalizing a shopper-focused category that increased 9% growth in sales transactions within seven months. We also implemented an up-selling category and annual promotion strategy with a religious review process to track the performance of promotions, which enabled +12% volume-driven profitability. Furthermore, we launched a result-driven social and media strategy that offered the right products to the right shoppers, at the right platform and time, resulting in 12% ROI. |
| Related Services: | At our consultancy firm, we pride ourselves on our ability to deliver tangible results to our clients through our expertise in Category Management, Trade Marketing, and Advertising and Marketing. For this specific client, our services were instrumental in achieving their desired outcomes. By leveraging our in-depth knowledge of Category management and aligning our solutions with the client’s core goals and challenges, we were able to help them overcome their category challenges, drive improved sales performance through targeted marketing campaigns. We are confident that our customized solutions can help your business achieve similar success, and we look forward to collaborating with you to identify and address your unique challenges. | |