SCRIBERR.IN II Change Consumer Behaviour In Order To Create A Niche, Recurring Revenue Generation Business Model
Online Subscription Marketplace
Plug-N-Play CMO & Brand-to-Business Strategy
B2B & D2C
Case Study in Brief:
– Category: Online Subscription For D2C Audience
– Years of Operation: 5 Years
– Problem:
(1) From The Business Angle – The clarity around, is Scriberr another e-com platform just selling another assortment of products or an online subscription aggregator or the next big thing in the online consumer marketplace?
(2) From The Consumer Behaviour Angle – In India, Subscription as a concept is done, but not accepted!?! For Indians at large, subscription is milk, newspaper, cable, magazines = boring, low involvement, repeat, fixed – it does not feel like ‘shopping’.
While ‘Shopping’ = either in-store or online, but damn exciting; apparently there exists no third option currently…
So, for the Indian consumers, ‘Subscription Shopping’ is a new, unfamiliar concept as Subscription & Shopping are disparate & unconnected. The question is how do we change attitude first to change behaviour in the long run?
Strategy:
- Challenges gave us the nudge to deep dive and explore the opportunities that exist underneath:
- The world of decision paralysis v/s help me make decision – not just about ‘aur dikhao’, but about ‘bolo kya karein…’
- FOMO v/s Celebrating the JOMO world [Rejoice delays… bring out the fruit of wait]
- Tap into Curation, Exploration and building Anticipation – compelling selling propositions of Subscription Shopping to create wants, desires & aspirations that will eventually turn into habit. Also, a look at ‘Gifting a Subscription’.
- And, most importantly, not to become another e-commerce brand.
- Creating value for the supply side by establishing a Recurring Revenue Model
- At Sam & Andy, we felt the need to create a BRAND LINGO & BUSINESS BELIEF which
- means a win-win transaction for all, where emotion co-exists with the rationality of the deal.
Solution:
- Arriving at the brand positioning “AAPKE HISAAB SE!”
- Managing the business analytics to drive sales through now & here tactical campaigns on a constant basis
- Using business analytics as the retention tool for the B2B supply side
- Managing the brand & marketing operations on a day-to-day basis
- Briefing & supervising the internal teams to manage business target on a monthly & quarterly basis
- Briefing & supervising the external teams – social media management agency & performance marketing agency
- Partnering the CEO & Founder to manage the business stakeholders
- Partnering the CEO & Founder to prepare for fund raise opportunities at different VC forums
- Partnering the CEO & Founder to prepare for presentation & PR generation at different public forums
Client Level: Domestic