About the Company:
About the Company:Big Shoe Bazaar India Pvt Ltd. is the fastest growing company in lifestyle category in India. It powered the sale of multi brand Footwear online through www.bigshoebazaar.com which transformed into www.Yebhi.com Enormous success in footwear category inspired us to expand in other categories like Apparels, Accessories, Bags, Jewellery and Mobiles.
Summary: This Case Study was taken to Understand how an E-commerce website used social media platform to increase their brand presence and get its probable customers to their website. Unlike brick and mortar structures where customers can walk in the store, E-Commerce companies have to make an effort to go to the customers.
Challenges:
- Defining and targeting the audience
- Creating the brand pull (customer loyalty and building brand value)
- Generate leads and there conversion into sales
Target Audience:
| Criteria | Primary | Secondary |
| Geographic location | All major metro cities | Tier 2 cites (pune, Chandigahr etc) |
| Socio economic status | Working/ students having an minimum income/balance of 2-2.5 lakhs per annum /people who are comfortable with online transaction | People who are active on online media and are influencer in making purchase |
| Age group | 22 and above | 15 to 22 |
| Sex | Female | Male |
| Interest / Behavior |
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Plan Of Action:
After the Defining of the Target group they had to find the latest trends as to where is there potential TG present. And around the same Facebook had started to grow its reach in india, which is year 2009. The Blow Graph showes how different social media vehicals grew in India.
Analyisng these trends Yebhi.com came up with there Facebook page on 3rd December 2010.
The most astonishing fact is the following graph by Google trends which reads the searches over the net for the key words. The following graph is for the key word “Yebhi”. And If we look closely and co –relate the two possibilities of Yebhi starting their facebook page and the trends in search they fit perfectly. As the graph shows, there is a very distinct rise around the month of December 2010 for the key word search “Yebhi”.
And with the changing trends on social media and additions of new mediums Yebhi also incorporated Twitter were in they are engaging their followers with contests and customer service and prompt reply to any compliments . On YouTube they have video posts and they actively pin new trends in fashion on their pinterest board.
Results:
Benefits to business: Apart from the financial growth “Yebhi” was awarded by ETRetails Awards under the category of Customer and Brand Loyalty (Retail Sector – Online Retaining ) in 2010 which was their first year of operation.
