Attend FREE Webinar on Digital Marketing for Career & Business Growth Register Now

Digital Marketing Blog

Digital Marketing Case Studies, WhyTos, HowTos, Interviews, News, Events, Jobs and more...

FirstCry Leveraged Digital Marketing Tacts For Brand Awareness

Rate this post

Firstcry-Logo

FirstCry.com’s launched the first online store in December of 2010, and believed that there should be a single, convenient and accessible platform for parents that can help them make well researched and informed choices for their kids. FirstCry has grown into a dynamic organization of a thousand employees serving more than a hundred million parents in the country, giving them a choice of more than thousand products across 1000+ top brands like Mattel, Ben10, Pigeon, Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney, Barbie, Gerber, Fisher Price.

FirstCry aims to provide best of the products, brands at the best prices with a great online shopping experience, fast and reliable delivery service and a prompt customer care. The warehouses work round the clock across the cities, and in tandem with FirstCry own logistics arm, XpressBees, which ensures prompt order processing, delivery and delight to its customers.

FirstCry’s Business Objective:

The foremost objective of the company has always been the best and safe products for the children of the world by being techno driven and innovation centric and to create the ultimate eco-system for parents in India.

Strategies adopted by FirstCry:

  • Focus on parents:

It started with Brainvisa E-learning company (which is a sister company of First cry)which focused on helping businesses around to increase the learning & training effectiveness by designing learning solutions which again focused on defined business objectives.

  • Digital Marketing Strategy:

FirstCry designed and implemented the technology-driven intricate material and order management workflow for the smooth operations of the Omni-Channel retailer. It focused more on Digital Branding, Online Advertising, Content Management, Communities, Social Media Frameworks, Mobile, Email Marketing, Videos, YouTube Marketing, Web Experiences and Customer Experiences.

  • Direct Marketing & Advertising Strategy:

First cry did normal TV and print ads in the beginning of their journey but they realized it was a low return and high cost model. Then they adopted advertisement through word-of-mouth and online advertising media. 

To give a taste of online shopping to in shop customers, firstcry started installing 32” touch screens in its retail stores, so that customers coming into their shops can also see what their online store has to offer them.

  • Social media marketing:

First Cry used social media platforms like Facebook, Twitter, and Pinterest, Google+ etc. for increasing traffic to its website and for promotions.


  • FirstCry.com’s launched the first online store in December of 2010, and believed that there should be a single, convenient and accessible platform for parents that can help them make well researched and informed choices for their kids. FirstCry has grown into a dynamic organization of a thousand employees serving more than a hundred million parents in the country, giving them a choice of more than thousand products across 1000+ top brands like Mattel, Ben10, Pigeon, Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney, Barbie, Gerber, Fisher Price.FirstCry aims to provide best of the products, brands at the best prices with a great online shopping experience, fast and reliable delivery service and a prompt customer care. The warehouses work round the clock across the cities, and in tandem with FirstCry own logistics arm, XpressBees, which ensures prompt order processing, delivery and delight to its customers.

     

    FirstCry’s Business Objective:

    The foremost objective of the company has always been the best and safe products for the children of the world by being techno driven and innovation centric and to create the ultimate eco-system for parents in India.

     

    Strategies adopted by FirstCry:

    Focus on parents:
    It started with Brainvisa E-learning company (which is a sister company of First cry)which focused on helping businesses around to increase the learning & training effectiveness by designing learning solutions which again focused on defined business objectives.

    Digital Marketing Strategy:
    FirstCry designed and implemented the technology-driven intricate material and order management workflow for the smooth operations of the Omni-Channel retailer. It focused more on Digital Branding, Online Advertising, Content Management, Communities, Social Media Frameworks, Mobile, Email Marketing, Videos, YouTube Marketing, Web Experiences and Customer Experiences.

    Direct Marketing & Advertising Strategy:
    First cry did normal TV and print ads in the beginning of their journey but they realized it was a low return and high cost model. Then they adopted advertisement through word-of-mouth and online advertising media.

    To give a taste of online shopping to in shop customers, firstcry started installing 32” touch screens in its retail stores, so that customers coming into their shops can also see what their online store has to offer them.

    Social media marketing:
    First Cry used social media platforms like Facebook, Twitter, and Pinterest, Google+ etc. for increasing traffic to its website and for promotions.

    Internet marketing:
    Building a high performing team for delivering products, SEO and Web Analytics.
    Creating platforms like WorldofMoms.com for capturing ‘digital moms’ beyond transactions portraying an example of creative content, community, On Page Optimization, Off-Page Optimization by maximizing the visibility of client sites in the digital space, through the management of SEO, through Keyword research, Competitor Analysis, Meta Tag Creation, Developing the Website.
    Creating successful store-front landing pages. Cart, Loyalty Cash Programs, Online Sales Return Cash Refund, Customer Profile, Reviews and Ratings, Baby Gear Assembly
    Promotion management modules:
    Online Reputation Management: Kiosk innovations at First cry stores, is a very unique concept which acted like a catalog allowing customers to look through the 70,000 and above products on a 32 inch touch screen in stores, order online instantly, and find the product available at the store in 2-3 days. Thus the kiosks have enabled to increase conversion rate upto 10%. FirstCry’s also had “Shop’n’Earn” Loyalty cash program and buying guides for FirstCry.com

    Mobile marketing :
    FirstCry capitalized on mobile growth by launching mobile products like FirstCry.com mobile web, android & iOS Apps by posting messages like “Get everything your baby needs with new and intuitive FirstCry.com Android App! Plus the ‘big store for little ones’, always handy on his mobile.”

    Results accomplished by First Cry:

    Direct- to-parents strategy helped Firstcry.com to reach 60,000 parents every month.
    Consistently growing at more than 100% growth rate and being the largest e-commerce player with an Omni channel business model with a focus on mobile, physical store and web.
    Improved conversion across SEM, Facebook, Remarketing, displayed by 15% to 40% with high growth in visits.
    com received 10,000 daily visitors and had over 15400 fans on Facebook. It initiated various contests for parents on Facebook. The firm, which delivered to 25,000 cities and towns in India, expected to do 1000 transactions per day in next three months.
    Firstcry build its portfolio from 100 SKUs in 2010 to 90,000 SKUs from 900 brands today.
    “Firstcry.com had an inventory of more than 90,000 items on its online platform. There is an inventory of around 15,000 to 20,000 products in our offline stores.”
    Facebook is the most engaging platform for the brand and it has witnessed over 517000 fans over the platform. Its Twitter page has around 2100 followers.
    Learnings:

    Brand Marketing accompanied with performance marketing is largely driven by leveraging online marketing.
    Generate more sales from a mix of e-commerce and physical stores, which are run by franchisees.
    Experiential marketing is very important.
    Image Credits: Firstcry

    Internet marketing:

  • Building a high performing team for delivering products, SEO and Web Analytics.
  • Creating platforms like WorldofMoms.com for capturing ‘digital moms’ beyond transactions portraying an example of creative content, community, On Page Optimization, Off-Page Optimization by maximizing the visibility of client sites in the digital space, through the management of SEO, through Keyword research, Competitor Analysis, Meta Tag Creation, Developing the Website.
  • Creating successful store-front landing pages. Cart, Loyalty Cash Programs, Online Sales Return Cash Refund, Customer Profile, Reviews and Ratings, Baby Gear Assembly
  • Promotion management modules:

Online Reputation Management: Kiosk innovations at First cry stores, is a very unique concept which acted like a catalog allowing customers to look through the 70,000 and above products on a 32 inch touch screen in stores, order online instantly, and find the product available at the store in 2-3 days. Thus the kiosks have enabled to increase conversion rate upto 10%. FirstCry’s also had “Shop’n’Earn” Loyalty cash program and buying guides for FirstCry.com

  • Mobile marketing :

FirstCry capitalized on mobile growth by launching mobile products like FirstCry.com mobile web, android & iOS Apps by posting messages like “Get everything your baby needs with new and intuitive FirstCry.com Android App! Plus the ‘big store for little ones’, always handy on his mobile.”

Results accomplished by First Cry:

  • Direct- to-parents strategy helped Firstcry.com to reach 60,000 parents every month.
  • Consistently growing at more than 100% growth rate and being the largest e-commerce player with an Omni channel business model with a focus on mobile, physical store and web.
  • Improved conversion across SEM, Facebook, Remarketing, displayed by 15% to 40% with high growth in visits.
  • com received 10,000 daily visitors and had over 15400 fans on Facebook. It initiated various contests for parents on Facebook. The firm, which delivered to 25,000 cities and towns in India, expected to do 1000 transactions per day in next three months.
  • Firstcry build its portfolio from 100 SKUs in 2010 to 90,000 SKUs from 900 brands today.
  • “Firstcry.com had an inventory of more than 90,000 items on its online platform. There is an inventory of around 15,000 to 20,000 products in our offline stores.”
  • Facebook is the most engaging platform for the brand and it has witnessed over 517000 fans over the platform. Its Twitter page has around 2100 followers.

Learnings:

  • Brand Marketing accompanied with performance marketing is largely driven by leveraging online marketing.
  • Generate more sales from a mix of e-commerce and physical stores, which are run by franchisees.
  • Experiential marketing is very important.

Image Credits: Firstcry

  • Digital-Marketing

  • Your Comment

    Your email address will not be published.




    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="27" name="Optin Mobile" title="false" ajax="true" description="false" field_values="productid=da101&furthercom=optinMobile"]
    • This field is for validation purposes and should be left unchanged.
    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Optin Mobile" title="false" ajax="true" description="false" field_values="productid=dm101&furthercom=optinMobile"]
    • This field is for validation purposes and should be left unchanged.
    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Optin Mobile" title="false" ajax="true" description="false" field_values="productid=dm101&furthercom=optinMobileCTA"]
    • This field is for validation purposes and should be left unchanged.
    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Contact Me" title="false" description="false" field_values="productid=dm101&furthercom=optinCTA"]
    • This field is for validation purposes and should be left unchanged.