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Case Study

Product Selling through eCommerce During COVID

Client - Allen Healthcare

Running Period - 27 Jun - 7 Jul '20 | Scheduled - 7 August '20 onwards

Allen Alokesh Plus Kolkata Digital Marketing
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Campaign Objective

Primary Objective:
To stimulate Inorganic offtakes from the e-store, in West Bengal

Challenges

Unorganized Sector with many local players.

The Brand being sold online at less than MRP by distributors

Reliance on offline supply chain which unfortunately not leading to required sales

Google limitations for selling online medicines

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The Concept

incentivised selling - Google Shopping Ads (Trial Camapign)

Google Merchant Ads

Primarily female customers between the age of 35 to 55 with interest parameters “Immunity Building”, “Liver Care” and “Ayurvedic & Homeopathic drugs”

Categories: Ayurvedic and Homeo products. (A selection of 14 SKUs)

Services RENDERED

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Content
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Landing Page
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Google Shopping Ads
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OutCome

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Avg. online sales before campaign: 32 product off takes per 10 Days
Sales push during the campaign: 395 cart off-takes in 10 days, in spite of 12 key fast products like Livosin & Hyzellin Hand Sanitizer was reject by google and cart failures.
Achievement: Increased Traffic to website - incremental 1632 unique visitors per day • Increased time spend on website by 275%

As the result was not satisfactory the campaign is halted. Website being upgraded with enhancements in product SEO. It would be followed by migration from Google Merchant Centre to Google Manufacturer Centre. Campaign to resume from 7 Aug’20

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