Internet Brands

Helping internet first brands to understand customer acquisition, unit economics, scaling to serve the ‘digital consumer’ effectively

Capabilities

What we do

16 capabilities

Capability

NPS diagnostic

Questions we answer

Why and which customer segments are promoters or detractors (reasons and strategic implications)?
How to use the NPS effectively in combination with other operational and financial metrics such as churn and growth?
How to efficiently link customer satisfaction to employee targets and incentives?
How does the NPS vary across regions and products and how does it compare with major competitors?
What are the key improvement areas across product categories?
What is the level of customer stickiness across product categories?
What are the specific triggers / levers that would make customers shift to another brand?
What are the relative strengths and weaknesses that have the highest impact on NPS?

Capability

Mystery shopping

Questions we answer

What specific service behaviors are expected?
How is the overall shopping experience on internet brand ’s own website? (including time to build cart and place purchase order, access to reviews , etc.)
Are there specific profiling questions expect ed to be asked? – i f so, what are they?
How do you want shoppers to ask for feedback about the brand ?
Are there specific follow-up behaviors that are expect ed , such as getting contact information, suggesting another appointment, or offering to call the customer?
Is the mystery shopping supposed to be aided or unaided?

Capability

Customer navigational trends

Questions we answer

How do customers build cart on different ecommerce channels?
Where do prospective customers spend time on the ecommerce website before making purchase decisions?
Which key products create a demand-pull for internet first brands?
How can brands improve navigation experience on their own website?
What are the reasons for abandoning shopping cart on the brand’s own website?
How to listen to social and customer data to shape customer navigation on brands’ own website?
Is the user interface simple / easy to use for the not so tech-savvy customer?
Does the website / app include clear call-to-action (CTA) buttons?
What is the right way to estimate the amount of business lost due to people not locating CTA buttons?
As the category evolves, how to ensure that the app and website content / design reflect the latest customer trends / needs?

Capability

Customer needs assessment

Questions we answer

How to understand emerging needs and deepen understanding of customers to personalize digital commerce operations?
How to use multivariant testing to optimize for different customer segments?
What drives adoption of the internet first brands – What is the role of ‘ key products ’ in driving adoption ?
What are the product offerings customers are aware of and currently using?
What is the frequency of usage and use cases across product categories?
Are there any product s / offerings not available to customers? If yes, why?
What are some of the unmet / latent needs across existing products?

Capability

Brand leaver / joiner study

Questions we answer

What are the top features of your product / service which attract customers?
How to grow an internet first brand sustainably while maintaining a high customer retention rate?
Share of returning customers vs. one-timers – what are the strategic and operational implications?
What is the mix of new vs. returning customers from the total customers?
What action items can one prioritize and implement to encourage repeat purchase?
What is the customer churn rate and how does it compare with the industry standard?
How is the quality of customer cohorts changing – AOV, repeat purchase, retention, and cross selling?
Which advertising channels and strategies are more favourable to improve customer acquisition?

Capability

Voice of customer

Questions we answer

What is the broader customer sentiment in the ecosystem and what are the best ways to identify it?
What quantitative / qualitative tools to use for diagnostics and root cause analysis
How to use ‘voice of customer’ and sentiment analysis for product improvement and enhancing customer satisfaction?
How do online product ratings / reviews compare with other brands? What are the key factors driving the ratings / review of the product?
How has customer experience been with different offerings across other product categories?
What are the reasons for preference of a particular internet brand over others?
What do customers like / dislike about the brand and overall service experience?
What are the key elements to provide a comprehensive user experience?

Capability

Competitive intelligence

Questions we answer

Which competitors are the customers aware of?
What is the perception of own product vis-à-vis the competition?
How are competitors marketing / positioning their products to the customer base?
What is the strength of the digital marketing initiatives of the competitors (social communities, influencer marketing, relevant content, customer engagement etc.)?
What is the value proposition offered by competitors?
Have the competitors made any strategic product, pricing, packaging, or partnership moves lately?
Within the primary customer segment, is any competitor attracting more customers? If so, Why?

Capability

Marketing spends benchmarking

Questions we answer

What is the competitors’ customer acquisition cost vis-à-vis own company?
How does competition’s marketing spend vary across digital commerce channels / geographies vs. own company?
What ROI have we seen on digital marketing initiatives by channels (cost-per-click (CPC, SEO, etc.)?
Is it more profitable to do marketing in-house rather than outsourcing to specialists?
How do competitors allocate their marketing spends (digital vs traditional channels)?
How do competitors allocate their digital marketing spend between influencers, community building (social) and ecommerce platforms?
How are marketing campaigns aligned to new product enhancements, or launches, and how often is it updated, relative to the competitors?

Capability

Category trends

Questions we answer

What are the key drivers of category growth?
What are the key metrics – overall category growth rate, sub-category growth rate, unit economics indicating?
What are the emerging trends in this category?
Which global trends in the category are yet to arrive in India?
How does one segregate trends from fads in this category?
How to identify new emerging product themes basis digital data?
Is there a way / method to pick up trends in this category before they become mainstream?

Capability

Market potential assessment

Questions we answer

How is the market potential split across different geographies / customer segments / channels etc.?
How is the channel mix of overall product category expected to change? How much of the sales in the category will happen via online channels?
What is the bottom-up / top-down market size across different product categories in Internet brands?
What are the market growth rates of different product categories of the internet brands?
What is the market share of various product categories in internet brands?
How fragmented is the market in various product categories in Internet brands?
How well do the products align with the market needs / requirements?
What is the market potential of the company in the near and long-term?
Is it possible to develop a new market for our products?

Capability

Customer segmentation

Questions we answer

What are the key customer segments that the brand can serve?
What are the key purchase criteria of different customer segments?
How can the brand extend its reach to new and emerging customer segments?
How to prioritize customer segments based on strategic fit, winnability and CLTV?
How can the offering be customized to serve different customer segment needs?
What capabilities does the brand need to develop to improve customer retention, repeat purchases and expand reach?
Are there any risks / opportunity costs associated with prioritizing one customer segment over another?

Capability

Price benchmarking

Questions we answer

What are the price points at which competitor brands stack up at?
What are the prices across different channels (offline and online)?
Does product / service pricing align with consumers perception of brand’s premium / niche?
On the price ladder, where does the service / product rank amongst competitor products?
How does one sustain a competitive pricing advantage against competitors across online and offline channels?
Is the pricing model aligned with the value customers extract from the product?

Capability

Target screening and diligence

Questions we answer

How does the target fare against competition across key operational and financial metrics?
Product depth / assortment, organizational metrics, brand benchmarking of target vs. category peers / leaders
What are the key demand drivers: Trends influencing / shaping consumer behavior?
Which customer segments are driving the category? Which segment does the target cater to?
What is the CAC and LTV of target? Are they above / below industry standards?
How adept is the existing management at driving growth? What is their track record?
How fragmented is the market in which the target is operating?
In how much time can the target scale their business?

Capability

Future share of wallet

Questions we answer

Can the brand expand into natural adjacencies – what is the future share of the wallet?
How can the company understand / capitalize on emerging needs and deepen relevance to increase the future share of wallet?
How to identify loyal customers to increase the share of wallet?
Which customer / customer segment will subscribe to the new product, given their earlier purchase history with the company?
Is there an opportunity to cross-sell to increase the future share of wallet?
Does the sales force have a plan to grow customers’ wallets and get a larger share of wallet in future?

Capability

Product assortment mix analysis

Questions we answer

What is the product assortment mix across the company vs. competition?
What products in the portfolio align with the overall brand image – nurture new brands in identified sweet-spots
Evaluation of different product assortment mixes across various digital commerce operations (app, website, marketplace) for revenue acceleration
How is the current product mix contributing to the overall profit margin?
Based on the existing contribution margins, what products / brands can be dropped / discontinued?
Are the current products / offerings able to meet the needs of various customer segments?
Which products from the assortment can be bundled to increase the AOV?
Which stage are the individual products / brands at in the product life cycle?

Capability

Ad monitoring

Questions we answer

How do competitors’ advertising spends fare vs own company?
What is the frequency, channel contribution of ads of competition vs own company?
What is the click through rate, and conversion per click rate of different ad campaigns?
What ROI have we seen from different digital campaigns?
With the offering constantly evolving, are the advertisements driving home the key message of the brand / product?

Related Case Studies

View all

Internet BrandsApr 14, 2021

Quantitative survey to understand NPS and reasons for variation among online personal care brands

Objective

An online personal care brand wanted to assess consumer perception, brand experience, loyalty, and repeat purchase across seven shortlisted direct-to-consumer personal care brands via a NPS diagnostic

Methodology

Conducted consumer survey (N = 1000) and in-depth consumer interviews (N = 30) across 15 cities (mix of metro, tier 1 & 2 cities) for different customer segments (based on gender, age groups, income, % disposable income spend on personal care etc) to understand the consumer perception, brand likability and purchase experience of the relevant brands
Implemented statistical analysis such as regression, classification on the data-set to uncover which factors are the most relevant in influencing purchases
Conducted in-depth SWOT analysis and offering-mapping to depict the performance of each brand on the highlighted parameters

Impact / Outcome

Equipped the client with detailed insights on brand perception, purchase preferences, needs in online personal care and how these parameters are driving the overall NPS scores
Highlighted NPS scores across different customer segments to understand reasons behind customer satisfaction / dissatisfaction across segments

Internet BrandsApr 14, 2021

Consumer behavior mapping to identify potential improvement areas in product / offering for an online packaged food brand

Objective

The client wanted to assess evolving consumer needs, and the quality of customer service/support provided during the purchase journey, primarily via mystery shopping.

Methodology

Conducted mystery shopping (N = 25), in assistance with client stakeholders, across consumer segments to understand the structural shift in consumer behavior, particularly the digital purchase journey
Analyzed service benchmarking for key category players to understand areas of competitive parity and disadvantage
Assessed the extent/quality of customer support provided while purchasing offerings via both offline and online channels

Impact / Outcome

Helped client develop an understanding of the level of support customer support provided across category brands, reasons for customer dissatisfaction, and areas of improvement to deliver an exceptional customer experience.

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