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How LimeRoad Became The Top User Engagement Platform

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About:

limeroad

 LimeRoad is a fun and exciting way to discover, share and shop. A social-commerce platform targeted at the intelligent woman of today, it has an incredible width of carefully selected merchandise, enabling customers to discover the best of lifestyle products across categories like apparel, accessories, home and non-perishable food. It gives women a chance to create their own space, to tap into those hidden talents and make their personal looks and collections; to help share their creations with friends to get that second opinion, to inspire or be inspired; and to help them shop in a way that they will find mesmerizing. They set out to build LimeRoad in October, 2012 and since its inception platform has seen very encouraging numbers in terms of visual user-generated content — 2,50,000+ units of unique user-generated visual content per month – these are unique looks.

Business Objective:

The following were noteworthy objectives of LimeRoad:

  • With the vision of building the most extensive delightful discovery platform for lifestyle products.
  • They don’t want to look like a transactional website that just lists inventory. It was designed to have a look and feel of a glossy fashion catalogue.
  • To provide a platform where users could mix and match different apparel, accessories and bags.
  • To see a world where all those vendors producing high quality affordable product became accessible, via an easy to use interface to enable the discovery.

Strategy Adopted:

They Introduced Scrapbook feature which lets users create different “looks” by dragging and dropping different products available on the platform to the scrapbook box, for instance, pairing the bag, jewellery and shoes to go with the right dress. “When getting dressed up, everybody decides on a top or trousers first and then thinks about the different accessory options to go with the outfit. Here, they ask their family and friends to suggest the scarves, belt and earrings that go nicely with the look.

scrapbook

They redesigned the homepage from static to live feed much like FB news feed. Which helped them increase in their page views.

They introduced a “create & earn” feature in their business model. Every time someone buys a product from one of the scrapbooks, the creator of that scrapbook would earn a certain percentage of the price of the product sold.

They introduced the Style Council which consists of a group of women who are considered an authority on style such as former Miss India Neha Dhupia, fashion and lifestyle blogger Malini Agarwal of the popular Miss Malini blog, and fashion and lifestyle blogger Gia Kashyap. These women share their styling tips and interact with the scrapbook community. They also create their own Scrapbook looks and bring in interest from their loyal followers.

style council

They are doing aggressive Email Marketing sending mails twice or thrice in a day to keep users engaged through their beautifully designed banners along with the style tips. With a sender score of 97 proves that they are getting a good amount of clicks and open rates.

Emailer

Implementation

Scrapbook allowed users to share the “looks” they created with their friends through Facebook, Twitter and Pinterest. This tool made LimeRoad much like a social network platform.

Social shopping and its integration with social media help to initiate conversations among users about the product and the website, thereby creating more user engagement.

This also gives other users ideas on how to wear a particular dress differently. “LimeRoad isn’t just an online store—it is a discover, share and shop platform in the true sense . Even when they don’t end up buying the products, the sharing leads to getting more women interested in LimeRoad.

 Due to the strategies adopted by them it increased the visibility of the products and in turn generated a lot of interests amongst the vendors who used to keep their pieces on different websites. Now, they are blocking more no. of pieces for Limeroad which is a big win for the company.

Results

In India, women tend to ask for a second opinion from friends or family members before buying clothes or accessories. Lime road has hit a sweet spot by implementing it in their business model through scrapbook and collaborating with authority women from the fashion industry.

 This model worked for everyone – the creator of the look gets a kick out of showing off her creativity, besides getting reward points; the buyer is happy as she gets a full fashion package; the vendors rake in the moolah because when one ‘look’ is sold, more than one product is sold; and LimeRoad cheers on because more products sold equates to more commission!

Some noteworthy points:

  • The company sees 85 per cent of its gross merchandise coming from organic traffic, and the remaining from paid marketing efforts.
  • Nearly 50% of the products displayed by vendors are exclusively for Lime road customers due to their higher conversion rate of sales.
  • The sales figure has been growing at 25-30% despite no increase in marketing spend.
  • They’re not only able to engage users but also generate content created by them which in turn bringing down the cost of content creation. Active scrapbookers can earn up to 10,000-20,000 per month.
  • Lime road boasts of 26 million page views per month and 1 million active users.
  • In standard e-commerce sites, people load up to 8 pages per visit but in LimeRoad people load up to 20 pages per visit.
  • The Mobile app accounts for over 40% of the products sold.
  • The user generate thrice the amount of action and page views per session on Limeroad as compared to its competitors which makes them the Top Engagement User Platform.

Image Credits: Limeroad

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