Bebabyready.com – E-commerce Portal
In the past 5 years online shopping has seen a paradigm shift in India. While the e-commerce penetration is still low as compared to some developed markets in Europe and The Americas, it is growing at a much faster rate with a large number of new entrants.
India’s e-commerce market was worth about US$2.5 billion in 2009, US$6.3 billion in 2011, and $14 billion in 2012. The country has close to 10 million online shoppers and this number is growing at an estimated 30 percent.
Around 27 million babies are born every year in India. Considering that even 10 percent of babies are born to parents who would spend annually a conservative figure of INR. 5000 on baby products (diapers, lotions, strollers, toys, gears etc), the potential is huge. The market size for baby products in India is estimated around INR 15-25 billion. Out of this, the estimated online market for baby product hovers around INR 100-120 crore range and it is estimated that it tends to double in every 6 to 8 months. Online baby-care market comprises of segments such as baby food, skin care, toiletries/ diapers, toys, gears and baby nursery.
The Online Baby Market, has a number of established players, that have an extremely high level of recall and loyalty with the target audience.
The challenge was to not only to build a website that stands out from its competitors, but also to market it in a way that it breaks through all the entry barriers and helps the brand make its own place in the online baby market.
Working on a small budget is always hard, but we were driven to give the client value for every dollar spent and at the same time using all the mediums necessary.
The solution was simple – Concentrate on where the competition fell short.
We started with the website and delivered a simple, non-cluttered interface that made the purchase process a breeze. Next, we concentrated on Search Engine Optimization. Making effective use of our proprietary SEO formula, we had BeBabyReady.com ranking on page 1 and 2 for some high competition keywords and delivered a Google Page Rank of 2 in less than 2 months. This gave the website an increase of almost 75% in new visits.
Facebook was obviously the next step. We knew content is king, and we definitely did not want to compromise on driving sales. We set up an interesting Facebook shopping mechanism, through which consumers could make purchases from Facebook itself. This “Social Selling” resulted in a sales increase of almost 25%.
The barriers of entry were numerous, but helped build a cozy home for BeBabyReady.com in the industry. A home that it won’t be shifting out of anytime soon.