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ShopClues Reduced 31% Cost Per Order: Facebook Ad Impact

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logo_shopclues1About ShopClues

ShopClues is first and largest fully managed marketplace that connects buyers and sellers online and offers a trusted and safe online shopping experience. The company has seen over 600% year-on-year growth, making it the fastest growing e-commerce company in India and headquarters is located in Gurgaon, founded by Sandeep Aggarwal, Sanjay Sethi and Radhika Agarwal. ShopClues was initially founded in California’s Silicon Valley and it was incorporated in Delaware, United States on July 2011. In less than two years, the business has gone forth among the five largest E-Commerce organisation in India based on Gross Merchandise Value (GMV) and as per Alexa rankings, ShopClues is the 43rd most visited site in India.

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ShopClues has 5,00,000 registered merchants, more than 50,000 Crore worth listed merchandise and more than 100 million visitors across 9,500 locations in the country every year. This E-Commerce business offers more than 7,500 global & Indian brands and more than 5.3 Crore SKU’s. The business ships orders to more than 30,000 cities, has the largest offerings of EMI plans and provides loyalty points on each pre-paid order known as Clues Bucks. People can browse and purchase anything from electronics to toys and home appliances on its website or mobile app. ShopClues is funded by leading institutional investors and has more than 1000 employees in India.

ShopClues Business Objectives

ShopClues day starts and ends with the aim of keeping their consumer happy and with the goal in mind and assure customers with their Band of Trust. The Band of Trust comprises of their importance via which they aim to consistently deliver a trusted shopping experience to all their customers. ShopClues aim is to provide a customer with a wide selection of products over diverse categories and their teams specially handpicks dealers who have the best, latest and the vast selection of merchandise so customers can find what they are looking for all with 100% genuine, and at the best price.

ShopClues needed to increase the number of people making purchases on its website and develop its return on ad spend. It wanted to do this by retargeting ads to people that were based on their shopping activity. ShopClues does not allow merchants to sell duplicate, spurious, know-offs, used or grey channel items. Customers can be assured that items bought online here are brand new and come sealed in a box with the manufacturer’s warranty wheresoever applicable.

As a marketplace, it runs a very wide customers Protection plans so that customer is 100% protected and experiences trust and comfort for online shopping. Trust is the first thing for each transaction. To extend this trust to buyers, they offer Buyer Protection, which is based on four trust pillars i.e. Product Guarantee, Payment Security, Reliable Merchants, and Easy Replacement/Return. ShopClues believe that customer happiness is key- therefore they stand behind all merchandise bought at their site. ShopClues will replace any order within 10 days of delivery, with free return shipping if the customer gets a product which is not as per the specifications ordered by the buyer.

Strategy Adopted by ShopClues

ShopClues strongly believe that a good shopping experience is not fully delivered until the products and services sold are the most competitively priced. They try their best to bring customers to those merchants who are either some of the largest sellers in the category they operate in or have very low-cost structure but in both scenarios, they are able to price their products/services most competitively. they think shipping is an integral part of online shopping experience.

ShopClues stand behind customers shipping experience. While, customers may acquire different products from various sellers, located in different geographies with different level of sophistication/professionalism, they make sure that the shipping cost, shipping time, shipping quality, and communication around shipping are world-class.

ShopClues boasts upon its people-friendly environment with more than 700 member team that’s always game for new challenges, continually churning out brand-new ideas. With 1.6 crore products listed and more than 1.25 lac merchants selling with them and continuously strive to provide the best online shopping experience to their customers. ShopClues core team has more than 75 years of mixed experience in Internet, Technology and Retail, fundamentally in Silicon Valley with some of the excellent in kind companies such as Microsoft, eBay, Nordstrom, Oracle, etc. Recently, the business has raised $100M in series D funding led by Tiger Global.

ShopClues is defined by its amusing, collegial, non-hierarchical and high spirit surroundings. One finds umpteen possibility to grow professionally and individually, meet goals and set higher benchmarks for oneself. The Marketing team at ShopClues is branched into Digital, Offline, Brand, Communications, PR and Design, thereby taking marketing to a multi-dimensional level, literally.

    Results Achieved By ShopClues

    The team understands that experimentation yields excellent results when followed by research. Right since inception, ShopClues has strived to stay true to its core assumption. The recognition & appreciation for their success over the years proceed to be their biggest motivation. ShopClues reached this level of success only after reaching its millions of consumer with help of facebook’s advertising platform.

    The online marketplace retargeted dynamic to people visiting its website, leading to a spike in online sales and 15X return on ad spend. ShopClues’ main challenge wasn’t finding new customers, but encouraging them to buy something once they had visited its online shop. associate with the prospect it used dynamic ads to automatically promote the products shoppers had been browsing on its website and mobile app.

    The online retailer separate people into different audience division based on where they were in their purchasing journey, for example, customers who had added products to their cart but didn’t make a purchase saw ads for those items. People who had already bought something saw ads highlight similar products to encourage them to return to the site and make another purchase. Once ShopClues was confident its messaging was resonating with each audience division, it increased its marketing spend by 3 times to maximise results. The ongoing campaign began in the third quarter of 2016 and has exceeded belief, achieving a 15X return on ad spend, a 6X increase in completed purchases made and 31% decrease in cost per order.

    Testimony On ShopClues Success From Facebook Ad By Nitin Agarwal and Ankita Pande

    Nitin Agarwal, AVP-Marketing, ShopClues said “Facebook has been a fundamental part of our strategy to acquire new customers and increase our orders each month. Dynamic ads allowed us to reconnect with existing customers and help them make their purchasing journey, giving us great results and increasing our return on ad spend tremendously”

    Ankita Pande, AVP – Operations, iProspect said that “Dynamic ads have been innovative in adding relevance to our remarketing efforts. Before, we had to use generic messages in remarketing ads, trying to gain insight purely from consumers’ positions on their purchasing journey. Dynamic ads have helped bridge this gap and boosted our remarketing efforts substantially”.

    Learnings

    ShopClues was always with customer striving to provide the best service and delivery of the ordered product within time to its customers. The awards won by this business are the best proof of their achievements with the help of facebook advertising. ShopClues was able to achieve a 15x return on ad spend and increased 6x in purchase made which also lead to the decrease of 31% on cost per order.

    Image Credits: ShopClues.com

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