Managing a Successful Rebranding and E-commerce Platform Implementation

Sri Sri Tattva, a renowned provider of high-quality Ayurvedic health and natural beauty products sourced from India, needed to improve their existing eCommerce platform to meet the expectations of their European customer base. They required an eCommerce platform that could support complex operations in multiple EU countries, integrate with multiple warehouses, and hold a great amount of legal product information. These were some of the requirements:

• A platform that could integrate with multiple warehouses across multiple EU countries.
• Multiple languages and localized stores that could be managed by local teams yet controlled by a central EU Marketing Team.
• The eCommerce platform should have a community-building feature that should include a paid membership, different levels of customer access and a login area with a forum.
• An Education platform that could sell Online Courses, Workshops and Masterclasses being on-demand or live with multiple pricing strategies.
• A rebranding design that could better position the brand in the Dutch and German markets.
• A way to sell services and products on the same platform, creating Landing Pages for different countries/services that could integrate inbound marketing strategies + product sales and appointment booking altogether.

More…

To achieve this goal, we prioritized the requirements and allocated the necessary resources, including a team of senior designers, developers, copywriters, sales, and photographers. After evaluating the complexity of the operation and the available budget, we selected Shopify as the platform for the new eCommerce website.

As the project manager and eCommerce Europe Manager, I began by conducting a thorough analysis of the company’s current position in the market, as well as its pricing and branding strategies. Through this research, I discovered that the company was not effectively integrating with the European market and was overcharging for its product line. To address these issues, I recommended a repositioning of the company in the market and proposed a cleaner rebranding strategy that would better align with the needs of their audience.

Following this analysis, we worked on reorganizing the company’s eCommerce platform. To achieve this, we created multiple customer journey maps and personas to gain insight into the main channels customers were using and identify the features needed to attract new clients and retain regular customers. We also reorganized the digital shelves and product collections, improved the product page, created easy access to shipping information, and established automation flows that would help guide clients through a better shopping experience.

Over the course of approximately 10 months, I coordinated the entire project from start to finish, managing a team of designers, developers, copywriters, sales, and photographers. At some point, I also became the lead designer and had to create visual solutions and present them to stakeholders and upper management, while also working closely with brand consultants to build the story of the brand and introduce it to the market.

Throughout the project, we took into consideration various factors such as colours, copywriting, imagery, storytelling, showcasing products along with services, positioning the brand’s selling points, and increasing conversions in product pages. This project was not just a UI design; it was an overall marketing strategy and branding positioning project.

Throughout the project, I was responsible for coordinating the team, managing project timelines, and overseeing all aspects of the rebranding and eCommerce implementation. The project required me to learn and develop multiple hard and soft skills. I view this project not just as a UI design but an overall marketing strategy and branding positioning project that resulted in a 168% growth in eCommerce and over +200,000EUR revenue.

Some of the digital marketing highlights of this project:

• We created marketing campaigns for loyalty and customer retention.
• We created features that made shopping fun and increased customer return rate.
• We created educational materials, blogs and free lead magnets to show possible ways our products and services could be used.
• We created easy booking systems and an engaging shopping experience that could potentially convert a prospect easier.
• We created an inbound funnel using email marketing techniques that could showcase our portfolio of products.
• We expanded our SEO, Social Media and Advertising efforts to increase brand awareness and strengthen our brand image.
• We used multiple eCommerce sales strategies to attract first-time buyers.
• And more…