Did You Know, Online Beauty Brands Can Uplift Conversions By 166%
WebEngage originally published this case study on their channel.
Vanity has become paramount in India. With the rise of disposable income and desire to look good, consumer demand for beauty products is at an all-time high. The tremendous growth of eCommerce has also given rise to online marketplaces becoming popular shopping destinations for cosmetic products. Evidently, India’s cosmetics market is predicted to hit a $20 billion mark by 2025.
But only a handful of brands have been able to stay ahead of the competition. MyGlamm is one of them.
And here’s the story of how MyGlamm rode out the storm of challenges, adopted a thoughtful way of marketing and made its users feel glamorous. Read on to find out more.
MyGlamm is an online cosmetics brand that was founded by Darpan Sanghvi in 2012. Along with the new age color cosmetics products that MyGlamm sells, it is also an online marketplace for beauty aestheticians. Users can place orders on MyGlamm’s website, iOS and Android app. The Mumbai-based startup is also the first in the industry to be funded by one of Europe’s largest natural beauty products companies.
The Goal(s)
MyGlamm lays prime focus on two things when it comes to customers (read users): One, that all of their users must feel glamourous effortlessly. Meaning, every user must be able to complete his/her buying lifecycle without any hurdles. Two, MyGlamm must be able to make every user feel valuable throughout their buying journey with them.
Simply put, MyGlamm aims at making every user’s buying experience with MyGlamm absolutely delightful, hassle-free and memorable. Clearly, customer experience is at the epicenter of their brand strategy. So, MyGlamm focused on delivering exceptional user experiences with targeted and highly-personalized marketing which helps them:
- Drive optimum registrations
- Nurture the ideal prospects
- Convert users into buyers
- Build user loyalty
- Achieve profitable long-term growth
The Challenges
Like most online businesses, while the teams at MyGlamm were set to achieve their goals, they faced a few challenges too. The primary challenges were:
- Inaccurate user data
- Lack of a unified view of a user
- Disconnected multi-channel campaigns
- Cumbersome campaign execution
Which led to
- Unpleasant user experiences
- Lower signups
- Poor app and web engagement
- Increased churn rate
- Plummeting cart abandonment
- Reduced purchases
So, Myglamm started looking out for a reliable and highly scalable platform that could help them in executing targeted, data-backed marketing which enables one-to-one communication with users.
