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Internet Brands

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

Digital first Direct to consumer Internet first

What We Do

Customer segmentation
Customer navigational trends
Customer needs assessment
Brand leaver / joiner study
NPS diagnostic
Voice of customer
Price benchmarking
Product assortment mix analysis
Competitive intelligence
Marketing spends benchmarking
Ad monitoring
Category trends
Target screening and diligence
Market potential assessment
Mystery shopping
Future share of wallet

Customer segmentation

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?

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Customer navigational trends

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?

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Customer needs assessment

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 products / offerings not available to customers? If yes, why?
What are some of the unmet / latent needs across existing products?

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Brand leaver / joiner study

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?

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NPS diagnostic

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?

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Voice of customer

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?

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Price benchmarking

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?

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Product assortment mix analysis

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?

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Competitive intelligence

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?

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Marketing spends benchmarking

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?

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Ad monitoring

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?

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Category trends

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?

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Target screening and diligence

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?

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Market potential assessment

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?

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Mystery shopping

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 expected to be asked? – if so, what are they?
How do you want shoppers to ask for feedback about the brand?
Are there specific follow-up behaviors that are expected, such as getting contact information, suggesting another appointment, or offering to call the customer?
Is the mystery shopping supposed to be aided or unaided?

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Future share of wallet

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?

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Connect with our Internet Brands Experts

Madhur Singhal

Mentor

Aryaman Tandon

Mentor

Hitesh Gossain

CEO, Network

Amar Choudhary

CEO, Intelligence & Insights

Aditya Thakur

Growth Leader, Operations

Related Case Studies

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

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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

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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Digital customer journey mapping for a leading perishable (online meat) food brand

Objective

Client wanted to map the end-to-end customer journey by using navigational trends that enable the purchase and identify potential touchpoints for experience enhancement

Methodology

Identified the key touchpoints in the digital customer journey by conducting on-ground research and detailed journey maps across digital mediums
Conducted consumer survey (N = 500) and in-depth consumer discussions (N = 50) in 2 weeks across 10 cities (mix of metro, tier 1 & 2 cities) to understand the different purchase journeys across key customer segments
Conducted unaided focused group interviews to uncover the pitfalls in the customer journey while using website / mobile application to facilitate the purchase
Benchmarked the digital journey of a customer for the client against its competitors to identify which touchpoints can be optimized / improved

Impact

Developed a detailed customer journey and delivered a functional strategy to enhance the digital touchpoints across major stages to deliver superior customer experience

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Marketing spend evaluation / optimization for a leading internet first pizza brand

Objective

Client wanted to benchmark marketing spends against established as well as new players to optimize marketing spend and optimize marketing results

Methodology

Conducted trade interviews (N = 20) across city-wise marketing managers of competitor brands to understand factors influencing promotional spends and amount spent in recent quarters
Completed interviews of ‘growth’ managers across internet first food brands to estimate marketing spend as a percentage of financial targets
Created benchmarks to spot risks of underinvestment and to quantify improvement goals and rates
Studied customer’s channel and behavior patterns of consuming media / content to develop a campaign targeting certain customers in a focus group discussion (N = 10)

Impact

Helped the client with detailed insights on competitors’ marketing spends, outlined factors influencing marketing spend and key ways to increase marketing effectiveness

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Qualitative research to develop customer segments in the internet first nutrition landscape

Objective

An internet-first nutrition brand wanted to understand different customer segments, their needs, and purchase preferences to optimize their marketing efforts.

Methodology

Developed detailed discussion guides to understand sector-specific purchase nuances across customer segments that influence the decision-making process
Conducted in-depth consumer discussions (N = 50) across 5 cities to establish different customer segments basis location, spends, brand preference, and purchase channels
Conducted in-depth supplier interviews (N = 10) across cities to understand product trends and inventory management practices of the suppliers
Led focus group discussions (N = 10) to understand the role of media and content (channel/medium & timing preferences) in purchase-related decisions

Impact / Outcome

Identified five key customer segments which could be targeted across cities basis client needs, and also established their key purchase criteria, buying journey, and all possible touchpoints.

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Quantitative survey to understand customer perception and spend evaluation for a leading internet first food brand

Objective

Client wanted to understand customer perception, NPS and its drivers as well as customer need assessment

Methodology

Conducted survey (N > 800) across city tiers, use cases and demographic variables to understand current usage patterns along with overall customer food related behavior (frequency of eating out / ordering-in, number of diners)
In-depth analysis of customer NPS and dominant drivers for each of the three segments (promoters / neutrals / detractors)

Impact / Outcome

Helped the client with detailed insights on their customer base including use case, total food expenditure and drivers for current customer experience

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Quantitative survey to understand price sensitivity of customers to different offerings for an internet first, cosmetics brand

Objective

Client wanted to understand customer customer profile and demographics and align it with price sensitivity / discount seeking behavior to understand the price elasticity curve for its multiple customer personas.

Methodology

Conducted survey (N = 500) across different demographic cuts including HHI, age and city tier; Customers were questioned on other avenues of expenditure (offline / online) along with experience and price point of purchasing with competitors / other offline players
Surveyed customers on their discount seeking behavior by mapping their spends on other online platforms with season end sales and other year-round discount schemes; Derived insights on optimal SKU sizes and price differential on each SKU
Carried out sensitivity analysis for each customer segment to understand their price elasticity curve

Impact / Outcome

Helped the client with understanding of pricing and discount seeking behavior of its customer segments thereby enabling the client to find right price points and SKUs mix

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Quantitative survey to understand spending patterns of its student customers (> 22 years of age) and their future needs for an internet first, electronics brand

Objective

Client wanted to understand how willing will their customers be to stick to their brand once the disposable income of the customer increases and whether there is a scope for them to come up with mid-market products .

Methodology

Conducted survey (N = 1000) in which customers were questioned on reason for choosing the brand, behavior related to other premium and budget brands on other accessories / clothes
Used conjoint analysis to find ideal product mix which would appeal to repeat users