Paul Writer launches New Age Marketing ,
Video interview series of CXO’s highlighting best practices
Chief Marketing Officer
Wildcraft India Pvt. Ltd.
On how the e-commerce platform has helped you in strengthening your brand presence and what has been the response by consumers..
For a brand like Wildcraft e-commerce has played a significant role in creating awareness for the brand and in expanding the brand’s franchise over the last several years. In the absence of especially of any advertising till about two month ago, we were quiet surprised to find that Wildcraft’s awareness levels were significantly high especially for a brand that has not advertised ever. We discovered that large part of this comes from word of mouth & no. of people carrying bags on their backs specially bikers but a much larger number due to online. In terms of contribution, e-commerce is significant for Wildcraft, it contributes to about 15%-16% of our turnover which is much higher than most other product brands. Therefore it is the key component of our strategy and our efforts going forward in terms of whether it is investment, in terms of focus on consumer engagement as well as business.
“Wildcraft’s awareness levels were significantly high especially for a brand that has not advertised ever. ”