Nykaa Reveals it’s Omni-channel Content and Guided Selling Strategy
Given that more than half of all shoppers spend 75% of their total shopping time conducting online research, guided selling; education and tight curation have been Nykaa’s online content strategy. Educating customers on the USPs of products available online, recommending specific products. The idea is to bring the offline shopping experience online and provide a store-like shopping experience to digital customers.
“As one of Nykaa’s six pillars, the content has always been the key differentiator between our brand and many others in the e-com space. And that’s because we have made a concerted, 360-degree effort to integrate advice in a way that it forms the very DNA of our website, with a content touchpoint no matter where you are in the Nykaa universe. Our content strategy has always rested on education, curation, and personalization, seeking to transform the traditional buying experience through new-age technology and narratives. We curate and customize content in the form of Beauty Book articles, Editor’s Choice widgets, IT Lists, Buying Guides, Stores Product reviews, and the Routine Finder. Some of these then lead to finely curated listing pages which help narrow down the customer’s search, helping them make more informed product choices.“ says Madhavi Irani, Chief Officer – Content, Nykaa.com
Tools like the monthly buying guides and seasonal/festival specific stores for guided selling like Summer Store, Monsoon store, Diwali Store, Eyeliner & Kajal store, Foundation Finder, Lipstick Finder, Skincare by age are created for the convenience and benefit of the customer. Buying guides contribute to 3% of GMV in a year.
Content contributes 2.5% to the GMV of Nykaa, with the average order value of content consumers being 15% higher than non-consumers. The latest omnichannel leadership report by New store suggests that companies investing in omnichannel strategies have a 91% average higher year-on-year customer retention rate than companies who don’t. The Foundation Finder was the first omnichannel initiative with 14 participating brands and 18 skin shades that were simultaneously rolled out online and in the 45 stores across the country. Thus was followed up by the Lipstick Finder and Eyeliner Finder omnichannel initiatives.
Another initiative – Nykaa’s Routine Finder is a comprehensive skin, hair, and wellness tool that allows customers to build their perfect beauty regimen with recommended products best suited for their skin, hair and wellness concerns and needs. It helps customers understand what products work together, what their benefits are and the order in which they need to be used for optimal results. On average, the Routine Finder garners close to 15,000 visits per day across all platforms, of which 90% are through the App users and 10% are website. The average AOV is Rs 1400 across platforms.
Beauty Book, Nykaa’s in-house next-gen digital magazine was revamped earlier this year as a brand-agnostic, editorial entity, focusing on ‘expert advice’, trends and tutorials through a variety of different formats, including articles, web series, FB Lives, educative brand collaborations and YouTube Masterclasses with makeup experts. Moving away from the hard sell and focusing on education helps create stickiness, loyalty, and engagement. The Beauty Book gets 7.5M page views and 4 lakh unique visits per month. Articles are also translated in multiple regional languages and rest on other publications.
On Nykaa’s YouTube channel, more than 45 videos with 80 industry experts and influencers are created every month, which are also streamed at all Nykaa offline stores. Hindi tutorial videos targeting Tier 2 & Tier 3, average over 200,000 views per video. Niche differentiated content has found wide appeal amongst the YouTube audience, with Nykaa’s comedy web series, Tinderella series garnering over 1.4mn views. Meanwhile, Nykaa’s Infomercials reach out to regional audiences from Tier 2 and Tier 3 cities just starting out on their beauty journeys with differentiated content offerings and step-by-step product demos.
Our biggest launch last year, Nykaa Network powered entirely by crowd-sourced content, is the country’s first online beauty community of shoppers that not only shop but also interact with and influence other potential customers. It is India’s largest beauty UGC platform and has crossed 1 million members in a year with zero promotion.
“One of our key objectives has always been to create a self-sustaining content ecosystem that can support the consumer in order to create meaningful engagement that drives conversions and replicates the in-store experience online. Over time, with the expansion of our brick-and-mortar model, this integration has become two-way, offering the ease and convenience of online content discovery in our stores as well,” adds Irani.