Racold leverages ‘how India types’ to boost geyser sales on Amazon
WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched a unique campaign for Racold, India’s most trusted brand of water heaters from the house of Ariston Thermo (world’s partner in energy efficient thermic comfort, with a strong and long established presence with 59 operating companies panning in over 40 countries) leveraging Amazon Marketing Service.
Amazon, the largest single e-commerce platform in India, houses all types of audiences including a huge pie of non-English speaking customers coming predominantly from Tier 2 & 3 towns of India. While water heater sales on Amazon were very high during the winter season and every brand was doing standard business, there was a huge miss on the fact that there are a set of customers struggling to find the right product.
It was observed that customers, especially from tier 2 & 3 towns, speak in a certain local dialect and thus their literal pronunciations of English words sound different. As a result, customers also type as they speak which often leads to spelling mistakes.
Tapping into the same, the Ecommencify (Agency’s E-Commerce vertical) team created a unique campaign using wrongly spelled keywords; like the word ‘Geyser’ which was often misspelled into multiple variations like ‘Gijar’, ‘Geezar’, 'Geezara" etc. More than 526 misspelled keywords were used to fulfil this additional demand of greater than 3.5 MN searches over a quarter. This resulted in a return on the actual spend of 16X and it did not stop just there; the team inserted these keywords into each and every product listing on Amazon (through catalog keywords insertion activity) ensuring long term benefits for Racold.
Prashant Dhar, VP – Marketing, Ariston Thermo India Pvt. Ltdsaid, "Racold is a brand synonymous with breakthrough innovation and we never stop listening to our customers whether it is in terms of product innovation or their needs/demands. WATConsult provided a highly insightful and in-depth understanding of consumer behaviour on E-Commerce platforms enabling the brand to touch newer heights and witness great success."
Rajiv Dingra, Founder and CEO, WATConsultsaid, "Ecommencify team analysed and understood the behavioural patterns of consumers while searching a product online. Considering the fact that our country has diverse languages and every language has a different dialect, we figured that people, many times, type as they speak which results in miss-spelling. We used this simple insight and leveraged 'Amazon Search Ads' to drive whopping sales for our brand."
Launched in 2016, Ecommencify is the e-commerce consulting arm of WATConsult that provides a solution driven approach for retailers and brands, to define and deliver state of the art commerce strategies. It consists of a well-defined crew bringing together a strategic certainty, technical expertise, and creative inspiration to reframe brand’s challenges to high performing commerce solutions. The vertical has handled brands like Merck Consumer Care, Faces Canada, Piramal Consumer Care, Microcotton, Bioderma to name a few.