Enhancing Digital Presence for an India-Based Costume Jewelry Manufacturer
The Idea
Matrix Media Solutions was approached by an India-based costume jewelry manufacturer, known for its retail and wholesale operations. The client aimed to establish a strong digital presence, enhance their brand, and streamline their operations across both B2B and B2C markets. This collaboration resulted in innovative solutions, utilizing advanced technology to achieve impressive outcomes.
The primary concept of this initiative is to enhance the overall customer experience, thereby increasing customer footfall and amplifying the brand’s presence in the market. Overall, this project was initiated to digitally modernize client’s operations and solidify its position as a leading jewelry retailer in India.
Challenge
- Digital Footprint Establishment – The client, a well-established player in the offline retail and wholesale market, had no existing digital presence. Their primary challenge was to transition from a traditional business model to a digital one. This involved creating a recognizable and engaging online identity to attract and retain customers in an increasingly competitive digital marketplace.
- Stock Management – Syncing online and offline stock presented a significant challenge. With a vast inventory of products, the client needed an efficient system to manage stock levels across multiple sales channels. Discrepancies between online and offline stock could lead to customer dissatisfaction and lost sales opportunities. Ensuring real-time stock updates and seamless integration was critical.
- Traffic Generation – Driving traffic to the newly developed digital platforms was essential for the client’s success. Without an existing digital presence, they needed to attract visitors to their eCommerce website and social media profiles. This required a comprehensive strategy to build awareness and generate interest among potential customers, both locally and nationally.
- Sales Increase – The client aimed to boost both online and offline sales. Transitioning to an eCommerce model required not only attracting visitors but also converting them into paying customers. Additionally, they needed to enhance their offline sales by leveraging their digital presence to drive foot traffic to their physical showrooms.
- Customer Engagement – Engaging and retaining customers was crucial for building long-term relationships and ensuring repeat business. The client required methods to interact with their audience, showcase new products, and provide excellent customer service. This involved creating a dynamic and interactive online environment that could keep customers interested and satisfied.
- Operational Management – As the client’s digital operations grew, efficient management became increasingly important. They needed to handle various aspects of digital marketing, customer inquiries, order processing, and content creation. The challenge was to ensure smooth and effective management of these operations without overwhelming their existing resources.
Solution
Phase 1: Website Development and Initial SEO
1. Website Development:
- Developed an eCommerce website using Magento.
- Focused on a seamless user experience for retail customers.
2. Stock Management:
- Implemented a system to manage and sync online and offline stock separately to avoid discrepancies.
3. Organic SEO:
- Started with organic SEO efforts to improve search engine rankings.
- Created a social media presence with regular postings and participation in relevant groups and communities.
Phase 2: Digital Marketing and Traffic Generation
1. Google Ads:
- Launched search campaigns and shopping merchant campaigns to drive sales.
2. Social Media Campaigns:
- Conducted campaigns to boost posts, increase followers, and promote special online offers.
- Initiated retargeting campaigns using Google display ads to re-engage potential customers.
3. Email Marketing:
- Implemented email marketing for existing customers and subscribers, yielding positive responses.
Phase 3: Mobile App Development and Customer Engagement
1. Mobile App for Retailers:
- Suggested and developed a mobile app for iOS and Android using Ionic.
- Released exclusive coupons and offers for mobile app users.
- Optimized the app for app stores (ASO) to attract new customers and increase orders.
2. Live Sessions and WhatsApp Marketing:
- Conducted weekly live sessions from various showrooms on Facebook and Instagram to showcase new products and attract foot traffic.
- Started WhatsApp marketing using bulk messages through a verified number, resulting in direct orders via WhatsApp.
Phase 4: Expansion to Wholesale Market
1. Mobile App for Wholesalers:
- Developed a mobile app front end using Appmaker and a backend using WordPress/Woocommerce for wholesalers to place bulk orders at discounted rates.
- Promoted the wholesale app to enlist new retailers across the country, significantly expanding the client’s wholesale network.
Phase 5: Remote Staffing and Continuous Improvement
1. Remote Staffing:
- Provided on-site digital marketing manager and eCommerce/social media manager to handle the client’s growing digital operations efficiently.
Technology Stack
Magento
Ionic
App Maker
WordPress/Woocommerce
Result
The client experienced a significant boost in online sales through both their website and mobile apps, driven by enhanced brand visibility and customer engagement via comprehensive digital marketing strategies. This led to an expanded market reach, successfully growing their wholesale network from local to nationwide.
Operational efficiency was improved through effective management of digital operations with remote staffing solutions. Additionally, customer engagement and retention increased through regular live sessions, email marketing, and exclusive offers.
Feedback
The client expressed immense satisfaction with Matrix Media Solutions’ services. The exceptional development of their mobile app and website, combined with effective digital marketing efforts, significantly boosted their visibility and sales. The comprehensive training and remote staffing ensured excellent customer service.
The client is extremely pleased with the results and looks forward to continued success together. The partnership, spanning over eight years, has led to a complete digital transformation, reducing the budget for traditional marketing and focusing on digital promotion.
