September 2024 was a landmark month for our partner brands, with the festive season driving a significant surge in online shopping. Millions of consumers took advantage of lucrative deals and discounts, intensifying competition among e-commerce platforms.
In this dynamic landscape, a select group of brands stood out, showcasing exceptional performance while capturing the hearts and wallets of Indian shoppers.
At Nuvoretail, our primary objective is to help brands optimize their e-commerce performance through data-driven strategies. As online shopping continues to grow, it’s essential for brands to not only keep pace with consumer trends but to lead in a crowded marketplace. Our goal was to maximize sales for our partner brands during this critical period by leveraging insights and tailored marketing solutions, ensuring they thrive amidst fierce competition.
The Approach: Tailored Strategies for E-commerce Success
To ensure our partner brands excelled during the high-traffic festive season in September 2024, we implemented a dynamic bidding strategy and comprehensive approach, focusing on maximizing visibility, optimizing spend, and protecting brand integrity. Below is the stage-wise breakdown of our efforts:
Stage 1: Inventory and Readiness
We started by ensuring adequate inventory for all bestsellers, preparing for up to 5x daily spends compared to regular business operations. By enabling WhatsApp visibility through our SS mechanism, we kept real-time communication with all stakeholders. This was paired with targeted use of deals and coupons, enhancing product attractiveness.
Stage 2: Pre-Event Setup and Budget Phasing
To ensure optimal performance, all bids were adjusted before the event with a strict deadline of 10:00 PM before the event started. We applied budget phasing, allowing us to manage daily budgets effectively throughout the event. Using a mix of display and search ads, we focused on securing Top of Search visibility for bestsellers and categories. Special attention was given to the 8 PM deals slot, aligning our strategy with the highest consumer engagement period.
Stage 3: Dynamic Bidding and Hourly Optimization
We employed a dynamic bidding strategy, increasing bids on profitable keywords by 20-25%, based on past performance, and boosting bids by 30% on non-negotiable core generic keywords. During the event, we utilized hourly bids optimization to adjust bids according to real-time traffic patterns, ensuring maximum visibility during peak hours.
- High-traffic slots:
- 11 PM to 2 AM
- 8 AM to 10 AM
- 7 PM to 10 PM (most important)
Our focus was not only on maintaining visibility but also on ensuring our brands never ran out of budget, keeping performing campaigns running 24/7. We closely tracked campaign budgets, ensuring they didn’t exceed 2x BAU spend, adjusting dynamically based on performance and high-traffic periods.
Stage 4: Brand Protection and Advanced Targeting
A key element of our strategy was brand protection, ensuring complete control over all placements—Top of Search (TOS), Sponsored Brands Video (SBV), and Product Detail Pages (PDP). We used event-related news keywords to capitalize on consumer interest and kept brand-targeting campaigns running with consistent bid increases in auto and phrase match campaigns (by 20% and 10-20%, respectively).
Stage 5: Real-Time Monitoring and Optimization
Using a mix of display and search ads, we adapted in real time to shifts in traffic and conversion, ensuring maximum return on ad spend. We focused on TACoS (Total Advertising Cost of Sale) rather than ACOS, knowing that ACOS might be higher during the event due to delayed attribution.
We provided hourly performance reports during peak times (from 10 PM onwards, every 2 hours) to ensure transparency and quick decision-making. Regular daily snapshots kept brands informed about spend, ad sales, total sales, ACOS, and TACoS.
Stage 6: Post-Event Optimization
After the event, we systematically reduced bids to pre-event levels, maintaining optimal ad spend efficiency. Our dashboards for visibility, Out of Stock Alerts (OSA), and performance tracking were continually monitored to ensure smooth operations throughout the event.
Platform Coordination and Communication
Our strong relationships with e-commerce platform teams were crucial throughout the event. This collaboration allowed us to quickly resolve any issues, gain real-time insights from platform-specific data, and adjust our strategies to maximize performance.
By maintaining regular communication, we ensured seamless coordination with their internal teams, which ultimately enabled our brands to achieve maximum visibility and support, enhancing their competitive edge during this high-traffic period.
Impressive Outcomes from Targeted Strategies
The implementation of our targeted strategies yielded impressive results in September 2024, showcasing the effectiveness of our approach in the competitive e-commerce landscape.
Eight brands across multiple categories emerged as top performers during the sale season, achieving the highest sales figures EVER in a month!
The success of our partner brands in September 2024 underscores the power of data-driven strategies and tailored marketing solutions in the ever-evolving e-commerce landscape. By leveraging insights, optimizing budgets, and refining targeting approaches, we not only achieved record sales but also fostered lasting connections between brands and consumers.
As we move forward, we remain dedicated to empowering brands to achieve their e-commerce goals, ensuring they are not just participants in the market but leaders in their respective sectors.
