Indian consumer goods company ITC Ltd. launched its own e-commerce business to market its premium and niche products. The itcstore.in sells food and non-food fast-moving consumer goods on its online platform.
Over 800 products have been listed on ‘ITC e-store’ across 45 categories and the company is planning to increase spread to 14 cities over the next few quarters, up from the current 11. ITC aims to use the new e-commerce site to expand its market share and ensure wider availability of its products.
The platform’s key objective was to showcase and offer ITC’s entire range of differentiated products under one roof. To drive traffic, the company also runs surprise offers at Rs 1 for the new products that ITC has launched in the e-store, while delivery is free for an order value of Rs 750 and above.
ITC E-store is a consumer centric innovation by ITC and the brand is delighted to expand the itcstore.in direct delivery service to more geographies.
The brand’s prime objective was to drive awareness and consideration of ITC E-store and give users the right reasons to try the store. They wanted users to visit E-store and spend time on the website exploring the wide offerings
With Facebook Communities being the largest conversation forum in India (& the world), ITC explored partnering with Convosight to drive meaningful conversations around its plethora of products and shopping benefits.
To achieve this, we selected the most relevant 127 Communities around parenting, beauty & lifestyle, health & fitness, and food & recipes related themes with over 5.7M Members.
We planned a three phase campaign on driving awareness and consideration for the brand.
In the first phase, the focus was to create awareness of ITC e-store by educating members about the platform and how everything is available at one place. The admins initiated the conversation and introduced the brand by highlighting that now they can find all the products at one place without any hassle of searching products at different local stores. Thus making online shopping easy and faster. They encouraged members to check the website and load the basket with their favorite products and share the screenshot of the same in the groups.
In the second phase, the focus was to get users to visit the e-store and explore a wide range of offerings on various products. To achieve this, the admins shared the pictures of their shopping cart and highlighted the amount they have been saving. They drive conversations around it by encouraging members to share their cart screenshots and share their savings.
The third phase was all about stocking up user carts with vacation essentials that users could find on ITC Estore. Across the three phases we drove consideration and trial intent for the brand by sharing a coupon code that entitled users to a storewide discount. The admins shared the products that they are purchasing and encouraged users to get their cart ready and use the XYZ coupon to avail X% of discount on their favorite products.
With every phase, we strengthened the association of attributes like "online shopping" and "offerings” with the brand by exclusively highlighting these experiences in the Admin’s posts, serving as a template for other members to gauge the brand on. While the campaign’s core idea was the same throughout all groups, the varied experiences of millions of members lent individuality and style to each post.
At the end of the 3 phase campaign the brand realised the potential of community marketing to drive Purpose, USPs and relevance of their medium in a meaningful manner to the right audiences at scale, resulting in a extension of their community marketing plan to create sustained impact.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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