Taj Mahal Tea House – eCommerce Sales

Taj Mahal Tea House is HUL’s first direct-to-consumer venture will mostly target gifting segment consumers with pricier products under the Brooke Bond Taj Mahal brand and will compete with Ratan Tata-backed Teabox, an online marketplace.

\ 1000 + MONTHLY UNIQUE ORDERS

\ 2% AVG. CAMPAIGN CTR'S

\ 100% LIFT IN AOV

\ 15% + OPEN RATIOS

\ About The Brand

Brooke Bond Taj Mahal Tea, known today for its iconic Wah Taj experience, was born at a tea taster's chamber in Kolkata. As palates developed a taste for the exquisite flavour of the best tea leaves from the choicest gardens of Upper Assam, India discovered that the culture of tea drinking had evolved to new heights. The new ecommerce website allows one to Buy tea online at Taj Mahal Tea House - It offers a range of premium tea that inspire the senses with quintessentially Hindustani flavours, a Wah Taj! tradition.

\ DATA. CONTENT. TECHNOLOGY.

we are a robust integrated advertising ecosystem that unites media buyers & sellers, content creators ,influencers, data management platforms and agency trading desks – all under one roof t

\ Decoding The Brief

Taj Mahal Tea House is HUL’s first direct-to-consumer venture will target gifting segment consumers with pricier products under the Brooke Bond Taj Mahal brand and will compete with Ratan Tata-backed Teabox, an online marketplace. To deliver around 1000 sales month on month for this campaign. In addition to this, we would be tracking repeat sales for a period of 8 Months. Focus on reducing the current Order Return ratio from 20% to 10%.

\ CHALLENGES

Online has shifted the power into the hands of the digital entrepreneurs. “The rules of the game have changed,” New brands have mushroomed online, with several large players offering personalized and innovative wellness centric beverages in various packaging options. This has made the online Tea e-Commerce sector extremely competitive.

\ Our Strategy

We Had to ensure that our creatives were being served to a set of audiences that were most likely to transact. Keeping in mind that we were getting into a challenging situation, our strategy was to stick to the basics of ecommerce marketing. Every one knows of or has heard of Taj Mahal tea, so there is quite a bit of awareness at play, but the task at hand was to ensure that we cover the lower spectrum of the marketing funnel and ensure that we are pushing quality traffic to the ecommerce store.

\ Campaign Execution

Building a cost-effective cross screen audience with LeadDigital’s Programmatic & affiliate Platform Mindshare partnered with LeadDigital to use AI to identify and drive high-value traffic to the new portal, targeting high-earning male and female users likely to require financial planning services. Our AI engine mapped the user journey, analysing user behavior to identify the highest value audience likely to purchase premium tea online. we also mapped device ownership, allowing Taj Mahal tea house to reach users across screens, Frequency Capping limited duplication by capping exposures across every device owned by target users LeadDigital implemented Adobe Site Tags on the Taj Mahal tea house eCommerce portal, allowing AI to optimize site visits and enhance our understanding and profile of users Once users logged in or visited the website, we were able reach out to them via re-marketing to sell additional products.

\ 2% AVG. CAMPAIGN CTR'S

\ 100% LIFT IN AOV

\ 1000 + MONTHLY UNIQUE ORDERS

\ 15% + OPEN RATIOS

\ BRANDS THAT
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