In the fast-evolving world of e-commerce, consumer brands continuously seek new ways to drive sales, build market share, and engage customers. A recent case study showcases how Bombay Shaving Company, a prominent consumer brand, grew remarkably on Zepto, a popular online platform. By implementing targeted strategies from competitive pricing to strategic promotions, BSC increased sales, boosted market share, and became a leader in multiple product categories. Here’s a breakdown of BSC’s approach and insights for brands looking to thrive in online marketplaces.
Understanding Bombay Shaving Company’s Growth on Zepto
From July to September 2024, BSC recorded substantial gains across several product categories on Zepto, including grooming, feminine hygiene, and electrical accessories. This success can be attributed to BSC’s well-rounded approach including pricing innovation, product variety, and an active role in promotional events. These strategies resulted in an impressive 80% increase in overall business from July to August 2024, which continued into September.
Key Strategies That Drove BSC’s Growth
1 . Targeted Pricing Strategy:
- Launch Price of ₹99: In the grooming category, BSC introduced a product at an attractive introductory price of ₹99, tapping into consumer interest by offering value. This strategy helped BSC gain traction among price-sensitive customers and establish a foothold in a highly competitive category.
- Price Optimization for Conversion: By introducing budget-friendly options without compromising quality, BSC was able to entice first-time buyers, increase repeat purchases, and ultimately expand its customer base.
2. Regular Product Assortment Updates
- BSC continually refreshed its product lineup, ensuring it catered to the changing demands of Zepto users. In e-commerce, staying relevant often means regularly updating product assortments to reflect seasonal trends, new consumer preferences, or emerging lifestyle needs. BSC’s commitment to assortment updates helped maintain customer interest and encouraged repeat business.
3. Active Participation in Zepto Promotions
- Anniversary Gift Box & Festive Campaigns: BSC leveraged Zepto’s platform-specific events, such as the third-anniversary gift box and the Shagun ka Lifafa initiative, which introduced BSC’s products to a broader audience. Sampling campaigns like these are impactful for brands looking to expand reach, as they offer a low-risk opportunity for customers to try new products.
- Financial Impact: These initiatives contributed an estimated ₹5 crore in sampling activities, underscoring the significant investment BSC made to grow its presence on Zepto.
Category-Specific Success: A Closer Look
Each product category for BSC on Zepto saw substantial growth due to focused strategies:
- Grooming: Experienced a 2.7x increase in sales from July to August 2024, becoming the market leader by August. BSC’s pricing and promotional strategies helped build trust with new customers and grow loyalty in a category that values affordability and effectiveness.
- Feminine Hygiene: Recorded a 1.8x growth from August to September 2024, a reflection of BSC’s commitment to meeting demand for essential care products. This success showcases the impact of responsive product assortment and engagement in an often competitive category.
- Electrical & Accessories: Achieved a 1.75x increase from July to August 2024. The growth within this category highlights how BSC’s regular product updates and competitive pricing can drive demand in non-consumable categories as well.
Takeaways for Brands Looking to Grow on E-commerce Platforms
BSC’s approach to Zepto offers valuable lessons for brands seeking to establish or strengthen their presence on digital marketplaces:
- Competitive Pricing Can Open Doors: Offering a lower introductory price, as BSC did with the ₹99 grooming product, can attract price-conscious customers and accelerate initial sales.
- Continual Product Refresh is Key: Regularly updating product assortments to align with customer preferences keeps a brand top-of-mind and can lead to higher repeat purchases.
- Participate in Platform Events and Promotions: Leveraging platform-driven campaigns helps increase visibility, build brand recognition, and reach a new segment of potential customers.
- Invest in Sampling and Product Trials: Providing samples or introductory offers in large-scale campaigns can significantly boost trial and adoption rates, especially when reaching a broad audience.
Conclusion
Bombay Shaving Company’s growth on Zepto demonstrates the power of a multifaceted approach to e-commerce. By focusing on customer needs and leveraging platform promotions, BSC achieved substantial sales growth and category leadership. As e-commerce continues to evolve, brands that implement targeted pricing, product variety, and strategic promotions can effectively capture market share and drive sustained growth on online platforms.
