D2C website growth for Customised Decor Brand

Pundora is a social venture that works with 100+ rural women artisans to create customized handcrafted wedding paraphernalia. Launching and growing this new business presented 2 major challenges:
Customization Complexity: Crafting personalized products required an efficient and user-friendly platform for customer input, which needed to be seamlessly integrated into the website. This also meant that the product could not be sold through established channels like Amazon as they dont have provisions to take customer inputs.
Market Entry & Brand Awareness : The wedding paraphernalia market in India is highly complex with local, generic players and no place for established brands. As a new entrant, Pundora needed to build trust in its product and a Brand name that its target audience can recognize.

INSIGHT:
Extensive market research and analysis revealed the following key insights:

E-commerce Potential: The e-commerce wedding paraphernalia market offered significant growth potential, especially for personalized products, especially in the aftermath of the Pandemic.

User-Centric Approach: Prioritizing user experience by simplifying the customization process was crucial to attract and retain customers.

Multi-Platform Strategy: In the absence of large ecommerce site such as Amazon, leveraging multiple alternate e-commerce platforms (Shopify and Etsy) and a strong social media presence could maximize reach and sales opportunities.

TASKS:
1. Setting up Shopify Website: The Shopify website was meticulously designed to offer a user-friendly, seamless customization experience for customers, facilitating the creation of personalized wedding paraphernalia.

2. Social Media Strategy: Pundora developed a comprehensive social media strategy to engage its target audience and foster brand loyalty. Keeping up with growth algorithms and trends, in addition to meaningful collaborations with 'influencers' in the wedding niche amplified brand visibility and generated authentic user-generated content.

3. Performance Marketing:
- Google Search and Display Ads: Precision-targeted Google ads ensured high visibility when potential customers searched for wedding-related items, boosting traffic and sales.
- Social Media Advertising: Ads on Facebook, Instagram, and Pinterest expanded Pundora's reach and engagement driving traffic to the website as well as enabling social media purchases.

4. Etsy Listing: Expanding to Etsy broadened the brand's reach and opened up new opportunities for global sales.

RESULT:
Pundora achieved a monthly consumer reach exceeding 1.5 million, showcasing the effectiveness of its marketing strategies.It successfully built a substantial online community with over 20,000 followers, actively engaging customers and enthusiasts. The business supported over 100 women artisans, contributing positively to the community and garnered significant media recognition, with features in renowned publications like Times and CNN News 18, enhancing brand credibility and trust.

In summary, Pundora's journey from inception to recognition demonstrates the power of a well-executed multi-platform e-commerce strategy, coupled with a robust social media presence, influencer marketing, and performance advertising. By prioritizing customer-centricity, Pundora achieved remarkable growth and social impact while making its mark in a competitive market, setting an inspiring example for new businesses.