M&Y Direct-to-Consumer Website Case Study

Case Study

Our client is into retail of high-end baby and mum care products and are selling them solely through their D2C channels like their company’s website and through Amazon marketplace in many parts of Europe and USA. They offers a wide range of innovative products that are environment friendly, biodegradable and cruelty free in nature and soft on new born's skin.

The Challenge

The client is a startup with some of the best industry brains behind their product line. They were looking to outsource their IT work and build a cost effective and innovative team in India by handing over the project from the existing team which was operating from Europe.

To stay ahead of ever challenging and growing market our client wanted a quick turnaround time in terms of building new features, running effective promos, increasing new user base, along with reduced bounce rate and at the same time grow their business in terms of revenue, user database, engagement time, outreach to right segment of customers and build a long term relationship with them through a very strong Subscription Model.

This mean to have an improved AOV, reduction in CAC and an increased LTV of customer.

Other key objectives were:

  • To have smooth transition of project from existing vendor in Europe team to India team
  • Improve or change UI/UX for better user engagement
  • After the site stabilises, migrate to latest version of Magento which could be 2.0 or higher from Magento 1.9
  • Automate and visualize management reports with predictive analysis
  • Increase reach to new customers and regions through digital marketing while analysing the analytics data from various platforms
  • Last and not the least build subscription model which is at par with other eCommerce online stores which can attract subscribers to client's site with long term relation and retention rate

Project being on offshore model client was quite apprehensive about passing requirements to offshore team without adding extra layers of documentation or processes and at the same time not missing on any key features.

The Solution

First challenge for NaranaTech was to have a smooth and timely transition of business, functional and technical knowledge between NaranaTech and software development company from which transition was to be taken. Second step was to understand and stabilise the code and site, make it bug free and start running promotions and by improving UX. Site initially had higher bounce rate due to poor performance which was improved by increasing organic traffic to the site by improving site speed and SEO.

Order management module was simplified with the ability to target right promotions to right audience. We automated various order, subscription and user reports so that precise and timely management decisions could be made.

Reports were created to give complete visibility and transparency of data by pulling data from various channels like GA, Zendesk, Klaviyo, Amazon, Asendia (fulfilment partner), etc into one central repository and then reflecting it with meaningful churning of data into Power BI and other reporting tools.

Our team of Digital Marketers accelerated and guided client’s journey by defining and implementing digital marketing strategy. Through this there was a steady increase of sales and revenue and an increase of new subscribers and site visitors and at the same time were able to able to boost our client’s brand value.

The Benefit

With the use of leading technologies, optimising cloud-based infrastructure by our DevOps team, staff augmentation model and an effective use of Agile Development Methodology the client could achieve high results by better user experience and engagement and were able to build brand loyalty with the ever-increasing users' database. Other benefits that our client experienced are as:

  • Better customer experience
  • Better site performance hence reducing bounce rate and building customer loyalty
  • Minimal defects in production by using code analysis tools
  • Manual testing and running regression test cases through Selenium