Adyogi is a Marketing Automation Software, developed with a vision to help e-commerce businesses large or small, acquire customers online and thereby increase revenue in the most efficient manner. AdYogi, connects directly with the brands to understand their products and analytics, the platform allows brands to create ads of pre-defined categories such as best sellers, etc., at the click of a button.
Anshuk Aggarwal, Co-Founder of, AdYogi speaks exclusively to Mediaanwes4U on how brands used online platforms to increase sales. The pandemic has spiked sales on eCommerce across genres but festive periods have seen increased sales…
This is Valentine’s Day week. How has this year been in the new normal?
2022 started on a good note for Adyogi. Some of our eCommerce brands saw exceptional performances. In the recent republic day sale, one of our fashion brands was able to record 1.5+CR worth of sales in a single day! So, one can imagine the excitement. Post the sale week, we saw a subsequent dip but Valentine’s week and its theme-based campaign promotions are now taking care of it. We can see the numbers picking up again across all our eCommerce industries.
How is the increase in online spending during Valentine’s Day playing a major role in booming the online shopping industry?
If we talk about Valentine’s week specifically, we saw a collective ad-spend increase of over 40%+ at Adyogi. This was backed by maintaining an avg of 3X ROAS across all ecommerce industries – apparel (5X), footwear (3x), jewelry (4x), FMCG (3X), etc.
There major reasons for increasing ad spends during V-Day are
- The high “happiness in giving” intent,
- Cross-targeted and usually bundled promotions
- Wider audience as potential customers since the gifting trend is on a rise
To get the right returns, our brands ran campaigns for His & Her combos and discount schemes on Facebook that saw a significant increase in the CTR (3%). One such example is Shistaka which rolled out a team combo for INR 999 as a gift and saw a remarkable return. PPC marketing strategies like Countdown Timer, Limited Period Offers, Coupon Codes, and Freebies also accounted for visible growth in the traffic (30% average) and CTR percentages. Zari Banaras offered sitewide Flat 70% Off + Extra 15% Off with coupon code “FOREVER15”. They also offered Free Saree worth Rs. 5800 on prepaid orders above Rs. 10K. And cumulatively we saw a 3.6% CTR + a massive jump in ATC (almost 45%+) for the brand.
Relation between festive demand and growing brand strength
The relation is more or less proportional. The more festive demand your brand can create, the stronger it becomes. It has been seen that festive events generally have a positive impact on online shopping for most eCommerce industries. For the last five years or so, online festive sales in India continue to grow at a rapid pace of 23% YoY growth, showcasing the potential to grow as a brand. After all, humans are emotional creatures, and festivals are the ultimate gateway to show love to our friends and families with sentimental gifts. Therefore, customized campaigns, personalized festive offers, discounts schemes, funnel-based nurturing, and retargeting should all be a priority for any eCommerce brand looking to strengthen its root in the market during festive seasons.
How is lockdown playing a role in consumers’ intent to spend on the back of robust savings?
As noticed, the overall online shopper base has grown by 25% in the last year with 57% of the total shoppers coming from tier 2+ cities. This means that most e-commerce sales are dictated by affordability schemes.
Talking about the Tier 1 population, their purchasing power has visibly dispersed in the recent waves since people are working from home across the country. If we were talking about the first wave of the pandemic, the answer to this question would have been entirely different. But today in 2022, most online buyers are from a white-collar background and this pandemic hasn’t had that severe effect on their income so online shopping continues.
Today most big brands are now online, how are Digital Platforms enabling customers to buy the right gift for their loved ones?
To stand out among the crowd, brands are paying more attention to creating personalized content and even customized products that cater to festive like Valentine’s day – Valentine theme Websites, Selective overlays, and frames, releasing Heart-Shaped Products, etc. Industries like jewelry, gifting, handmade have seen a rather positive impact with their limited-time collections and content by grabbing attention and increasing sales.
Talking at a macro level of how brands can enable customers to find the right products on digital platforms the following checklist should help –
- Showing the right Ad copy to the most accurate audience to get the relevant people to click on your ads.
- Increasing the number of products they see by showing them the products that interest them.
- A seamless website flow without distractions paves way for a good conversion rate, and
- Showing high valued products to ensure more purchases of higher valued products and increase your return.
