xebec digital-retail-case-study
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Who we are
BACKGROUN
D
BACKGROUN
D
Xebec Digital is
What have we been busy with
We changed the industry average
of jewellery e-commerce by 40%
for the world’s largest jewelry
retailer
Average Ticket Price
7500
12000IN
DU
STR
Y
GIT
AN
GA
LI
#1
eGitanjali
Creating a new revenue model
#1
eGitanjaliGitanjaligifts.com bagged the prestigious Indian e-Retail Awards 2013 –
‘Outstanding eRetail Performance’
For the world’s oldest Travel Company
we are setting new Social Media
benchmarks with 25% more
conversations than the nearest
competitor
Industry Cox & Kings
Average conversations per topic
#2
Cox and Kings
Innovation and adaptation to drive sales
#2
Cox & KingsCelebrating a 1,00,000 fans
#2
India’s biggest Mall chain is now part of the digital revolution.
We ensure over 200,000 customers are part of this every month.
#3
Phoenix Marketcity
Creating relevance for a new concept
# 3
Phoenix Marketcity#3Over 300 brands, 9 screens, 50 restaurants – all live
Retail – Case Studies
PHOENIXMARKETCITY
2012 -2013The year of great ideas
2012 -2013The year of great ideas
To create an online experience for Phoenix Marketcity.
To use Facebook and Twitter as a virtual window shopping
experience.
•To increase the interaction with the audience
•Informing the audience about the various events, contests,
sales and other offers at the Mall
•Helping to increase the footfalls at the Mall
Who is our AudienceWho is our Audience •We targeted the people who
are based in Pune who are 18 years and above
•Our communication had to cover men, women and
youngsters
How did we attract them?
How did we attract them?
•Our communication spoke about the various products available at Phoenix Marketcity
•Involve brands with an already strong online presence. This was done by liking them on Facebook & following them on Twitter. Then sharing & retweeting their content.
•Use visuals to draw attention & traction.
•Update offers and events
•Contests, button ads and promote posts for various occasions were done to increase the fan base and interaction
No of likes on April 1, 2012: 5912
No of likes on March 31, 2013: 40,893
Growth in the past one year: 34,981
Fanbase growth by
591%
Fanbase growth by
591%
Online – offline
integration
Online – offline
integration
A contest that saw 118 entries in 9 days!!!
•We took the contest to another level by integrating the ground level activation with social media. •Social media increased the interest in people to participate. Clues and tasks were given online to provoke the people.•The contest was covered live by students from SIMC. Live updates on Facebook and Twitter were done to increase the excitement.
Winner
Participant
Another great Social media and live event – Guess to winWe received 1484 likes and 121 entries in a span of 2 weeks
Online – offline
integration
Online – offline
integration
Contests for special
days
Contests for special
days
INDEPENDENCE DAY: People displayed their spirit of patriotism with great pictures and captions. This Contest increased the traction on the page with the 98 entries we received
1st ANNIVERSARY: To asked the audience about their experience at Phoenix MarketCity, which were good insights. The Contest was received 67 entries.
Contests for special
days
Contests for special
days
Love poured in at the end of the year 2012 at the PhoenixMarketcity FB Page!!
On behalf on PhoenixMarketcity we sent messages to the loved ones of the 35 entries who participated in New Year contest.E Mailer
Other Contests
done
Other Contests
done
We had contests for many occasions, reaching out a lot of people. These contests have helped to increase the traction and footfalls.
Ad campaigns & Promote
posts
Ad campaigns & Promote
posts
The one Crore ad campaign, did exceptionally well, getting a CPL of Rs. 5.4 with a budget of $100.
The Phoenix Marketcity post we promoted for $50 got us a CPL of Rs.2.44 with 1147 likes on the page. With a small budget the promote post reached a lot of people
Some of the other promote posts that did well were:
•Let your special ones know how special they are!•Shop for Rs. 3000 or above till 12th November•It’s all happening on Phoenix Marketcity
Cricket Mania- IPL
Contest
Cricket Mania- IPL
Contest
The ‘Indian Prediction League’ boosted the spirits of the cricket lovers at Pune. The contest ran across the season of IPL 2012 received 299 entries. Also, drew people to the mall by giving the contest winners gift vouchers and a chance to take a photo with a special background. This photo was posted on the Fb page the consequent day.
InnovationsInnovations Usually women take away the spotlight, we deviated the spotlight to the men by devoting a theme for the men. This theme received good response, making the men active on the page.
Event Promotion
Event Promotion
The first event promotion done for Phoenix Marketcity - The Event Promotion of Wine & BBQ Fest received a passive response. 433 people from Facebook confirmed going to the Event.
Other events like Street Fest that was promoted organically received good response!
Event Promotion
Event Promotion
Build Conversations
Build Conversations
Window Shopping
Experience
Window Shopping
ExperienceThese posts not only creates an experience but also helps to increase the footfalls
What’s trending in the Fashion
World
What’s trending in the Fashion
World
Talking about the latest trends, style tips, etc increases the traction on the page
No of followers on July 16, 2012: 243
No of checkins on March 31, 2013: 546
Growth in the past one year: 303
Followers
Followers
Interactions
Interactions
People at mention Phoenix and talk about their experiences at the Mall. The checkins have increased considerably! The checkins are higher during the Weekend.
Event & offers
promotion on Twitter
Event & offers
promotion on Twitter
Events and offers are promoted on Twitter too. The respective brands have retweeted them often!
People love Checkins on
People love Checkins on
Performance 31st March, 2012 – 2nd April, 2013)
Visits 104,586
Unique visits 76,642
Page views 412,748
New visits 76,043 Visits
Bounce rate 31.86%
Website Update
Website Update
Houslife
Our ObjectivesOur Objectives
• The purpose of Houslife on Social media was to create awareness about the home décor and lifestyle store and engage with the audience
•Showcase the range of products on social media
• Building a brand identity online for Houslife
•With our content strategy and engagement we wanted to attract audiences to the idea of stylish and luxurious home furnishings and decor
•Audience empowerment through “Dos and Don’ts”, trivia about materials used in furniture ( rosewood , teak etc ), decor, furniture styles , celebrity homes etc
Our audienceOur audienceOur objective was to target the young – 25 years and above in Pune; the inspirers and decision makers.
How did we attract them?How did we
attract them?
•Teaser #PurpleLife campaign to build up the buzz
•Attractive creatives
•hous!hous! Facebook game app to give audience a taste of the Houslife experience
•Showcasing products on a daily basis (post launch)
•Button ads and sponsored stories supplemented fan growth and assisting more people to the website
Growing 8982.7% in 1 month
Growing 8982.7% in 1 month
•We started off with a fan base of 58 fans around 28th December 2013.
•We now stand at 5,628 fans as of Jan 27th 2014.
•Unlike the usual trends where only the latest posts appearing on the newsfeed receive views and engagement, we have people spending time on the page to go through the posts and “liking” what they see
People are finding the content interesting and worth their extra attention!
Wondering how this happened?
Steadily built up campaign that emphasized the brand houslife and #PurpleLife to create a buzz
.
The #PurpleLifeStory
The #PurpleLifeStory
Concept –
Putting up customized posts identified by #PurpleLife –signifying that Purple—the colour of Houslife—stands for a better and higher lifestyle quality.
Living the #PurpleLifeLiving the #PurpleLife
On the occasion of Christmas, we asked our fans what they’d want from Santa; a special Santa clad in HousPurple instead of red.
Celebrating#PurpleLifeCelebrating#PurpleLife
Purple is the new…Purple is the new…
As part of the #PurpleLife Campaign, our creatives shall reflect how Purple would replace certain colours that are either accepted norm for certain situations or cultural indicators.
Paid fan acquisitionsPaid fan acquisitions
We ran paid ad campaigns to acquire fans
Communication:
• When was the last time you played Hous!Hous ?
• Hous!Hous! – Now even men would want to play
• Come, let’s play Hous!Hous! - Adults only !
Come, let’s play hous!hous!Come, let’s play hous!hous!
Promotion:
• Button Ads: Paid promotions through Button Ads to encourage app traffic
• Promote Posts: Paid promotions on Facebook using posts to increase reach and visibility of Hous!Hous! App
• Mailers: Mailers to promote the Hous!Hous! App to relevant databases. (Ishanya database)
• Banner Ads: Google Display Ads to promote the Hous!Hous! App. (Targeting: Pune, 25+ years old – 30% men, 70% women)
Getting people to play hous!hous!
Getting people to play hous!hous!
Social Media PromotionsSocial Media Promotions
Paid promotions to maximize impressions
Paid promotions to maximize impressions
How else did we promote the app?
How else did we promote the app?
So far, we have 497 downloads of the hous!hous! app
What was the response to the app?
What was the response to the app?
The Purple Man Promotion was a BTL activation wherein the Purple Man, the Houslife mascot, would be present at various spots in the city, to create more buzz about Houslife.
From an SMO perspective, we were driving awareness about the Purple Man being out there and encouraging fans to interact with on Purple Man.
Did you Spot the Purple
Man?
Did you Spot the Purple
Man?
They Spotted the Purple
Man!
They Spotted the Purple
Man!
…and they loved him!…and they loved him!
Even after the BTL activation was over, we used the whole activity to engage people on Social Media.
We asked people to guess the places where the Purple man went. There was an amazing response seen for the same!
Inside Glimpses:Featured Products
Inside Glimpses:Featured Products
Usage of relevant hashtag – #homesweethome, #MyDreamHome, #Lifestyle, #DecorTipsEngagement posts
#homesweethome&#DecorTips
Engagement posts #homesweethome&#DecorTips
A message appealing to cultural identities and the love and care we put into our homes, on our 65th Republic Day
Republic Day SpecialRepublic Day Special
1 month, 5210 fans acquired
1 month, 5210 fans acquired
What do we do
OfferingsOfferings
What do we do
SERVICESSERVICES
Why partner with us
Why partner with us
Why partner with us
Our Clientele
Some of our clients
Some of our clients
Thanks!