Purpose – To increase sales from Glen's E-commerce website
About Glen
A market leader in Kitchen appliances is valued as an aspirational brand in Indian households. Their product range includes chimneys, cooktops, cooking ranges, built-in hobs, and small appliances. Glen Appliances Pvt. Ltd was founded in the year 1999 and is headquartered in Faridabad, India.
Brand Challenges
The two main challenges faced were low website traffic resulting in less online sales and increasing online purchases and leads for large appliances.
Most of the online sales were generated by other online marketplaces due to better prices available and better trust value. Glen wanted to create better brand awareness and build faith in the minds of its consumers to boost its website sales
Digital Strategy
- Brand Establishment in the audience mindset: A new brand story was created by giving Glen products an aspirational value.
- To build a better brand understanding and create a better brand reach we also educated the consumers with various product campaigns including videos, instructions, recipes, and blogs.
- Aggressive lead generation campaigns for large appliances' online sales and content push for small appliances.
- Monthly promotional offers designed regularly to catch more eyeballs in tune with the festival seasons.
- Close eye on competition tracking was done regularly to keep ourselves updated with the latest happening in the market with the same set of audience.
Results
- With increased engagements on content, Audience interest resulted in leads, Leads managed by the sales team into conversations. Conversations lead to product interest and website sales.
- Sales increased from the E-commerce site only for all the converted leads.
- Helped brand with 2x growth in repeat sales and similar reference sales.
- Overall building more brand confidence with touched audience.
