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Digital Marketing Case Study On Limeroad: A Vision With Innovation

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About Limeroad.com:

With more than a million internet users in the country, Indian e-commerce market has been growing enormously. Though the mindset of local markets over online buying still exists among the consumers, the past few years have been witnessing a shift to online buying and online shopping in India has caught up in a big way. People across the country use their power to ‘click’ and purchase products that are made available at their doorsteps. Flipkart, Amazon, Myntra, Ebay etc. are giants in the online market but Limeroad which is a start-up based in India has been successful in carving its way through its competitors and the efforts and talent of this enterprise has been the talk of the town for quite some time now.

Limeroad.com is a social shopping platform for women that offers a wide range of products right from clothing to accessories, shoes, beauty products etc. Besides fashion and apparel, LimeRoad also showcases home and kitchen products, making it more appealing for women from different walks of life. The startup was launched by Suchi Mukherjee, who is presently the Founder and CEO of Limeroad. She has been associated with big banners like Ebay, Facebook, Skype and then went forward to build up her own retail website to make shopping delightful and easy. The objective behind creating Limeroad was to build a platform where one could find gorgeous, affordable lifestyle products in an extremely easy to discover interface. Suchi launched LimeRoad in October 2012 with a vision of creating the largest womens-only marketplace in South East Asia. Lightspeed Venture Partners and Matrix Partners India are the key investors of Limeroad investing $2 Billion and INR 3000 Crores respectively.

“Some of our vendors who’ve been with us have now become vendor millionaires. My biggest challenge is to enable every possible vendor in India to be a millionaire. I am very proud of our community and our scrapbookers. My only goal is to reach out to every single woman in this country and convert her into a LimeRoad user, and turn our vendors into millionaires.” said Suchi in one of her interviews. And today, Limeroad is India’s largest online discovery platform for women.

With style experts like Neha Dhupia, Neha Kakkar, Richa Chaddha and many other known figures on the panel of the ‘Style Council’, Limeroad provides a diversity of fashionable ‘looks’ for all size and type. It puts together and sells apparel, jewellery, bags and shoes that looks similar to any of the actor’s look from the various events which has a huge demand in a country like India where people follow celebrities and movies religiously.

Social Media Presence:

A huge credit of its growth and popularity among women goes to the strategy and approach it has adopted on to market on social media. The links to all its social media sites are as mentioned below.

  • Facebook: https://www.facebook.com/Limeroadcom/
  • Twitter: https://twitter.com/limeroadcom
  • Instagram: https://www.instagram.com/limeroadcom/
  • Mobile App Download Link: https://play.google.com/store/apps/details?id=com.shopping.limeroad

The digital marketing strategy adopted by this venture is quite unique. Like other online shopping sites, they do have a striking presence on Social Media sites like Facebook, Twitter etc. Apparently, this start-up from Gurgoan has put together a great team on this as there’s a lot of activity on the page throughout the day. The page is very focussed on its target ie women and has content that appeals to this section in all demographics. In addition to fashion and home décor which is its forte, the page also shares home remedies, make up tips etc. which makes it quite engaging.
The company also uses Google adwords with amazing keywords usage as people are on Google all the time and this increases the chances of users visiting their site.

Apart from these, what makes Limeroad different is the ‘Create and Earn’ initiative which allows the users to choose from the available products and design a complete look or a wish list (called the Scrapbook) and categorize them for various occasions. These creative looks can be shared with contacts on social media sites. The social media users who like the scrapbook will head straight to the site and the venture will gain more customers. The scrapbooker also receives credits for the design and sale of these products which can be redeemed while purchasing products from the site. Also, users can purchase the entire look for as little as Rs 6000, making LimeRoad a shopping haven for women who need new looks at affordable rates without travelling.

In addition to this, it utilizes the email marketing tools to reach out to its account holders and app users about new offers/collections and discounts.

About the mobile app

Limeroad, a quirky Gurgoan based start-up also hosts a very user friendly mobile app which allows a smooth browsing and ordering of commodities.

“Currently, 25% of traffic comes from tier II and III cities whereas 50% of our Scrapbookers are from smaller cities. From our consumer studies, we know that women share a computer with the family or get access in office. However, the mobile is personal, free and at hand all the time,” says Suchi Mukherjee in an interview.

LimeRoad – Online Shopping App is very light (2.7 MB), fastest & loved (4.0/5.0) shopping app in India. It is designed exclusively for women who love to discover all things beautiful and it promises style updates every 30 seconds.

The customers can browse through a delightful collection of 25,00,000+ fashion products & looks. It is user-friendly and easily accessible.

Some features of the App are:

– The “What’s Hot” menu to discover new products, scrapbooks & magazine pages.
– ‘LIKE’ a product to add it to your collection.
– ‘SHARE’ a product with your friends on Facebook, Whatsapp, Twitter, etc.
– Follow a brand to keep updated.
– Follow people if you like their style.
– Go to ‘MY FEED” to see what your friends are doing, people you follow & brands you like.
– Go to ‘MY PROFILE’ to view your collection & scrapbooks.
– Read product reviews by users.
– Go to size chart to know what size fits you.
– LR Credit to avail discounts

LimeRoad extends a world-class shopping experience to all fashionable women of India who want to discover unique products. The growth of Limeroad is evident by a recent survey which shows that Limeroad did an astounding business of Rs. 15.6 crores for a startup in FY 14-15. The revenue compared to its previous year’s earning which was Rs. 2.6 crores is huge

Photo credits: http://www.limeroad.com

  • Digital-Marketing


  • There is 1 comment


    • 2 years ago

      Dhivya Rangarajan   /   Reply

      Excellent presentation of content but lacking the visual effects in its place which might help to get more insights from the post!

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