The article is contributed by Ms. Stuti Kothari and Mr Ankit Kothari, Co- founders, WishCare.
In this digital age, one of the most important aspects of growing your business is your eCommerce and D2C strategy. As much as choosing the right business approach is important; crafting the appropriate marketing strategies is equally essential. Successful marketing is a constantly moving, shifting, and changing machine. It should evolve with the changing dynamics of the industry and ecosystem.
The personal care market occupies a fair share in the booming D2C segment in India. One of the notable names in the sector is WishCare, an environmental-friendly and vegan brand built on the core principle of a sustainable tomorrow. Conceptualized in 2018, the brand has grown exponentially ever since then. Successfully completing and dispatching over 2000 products every day, they have a customer base of over a million now. Behind this successful D2C personal care brand lies the strong and effective marketing strategy based on community building and creating a customer feedback loop.
Co-Creating with Community
Co-creating with the community is the first step of launching any new product for WishCare which is based on extensive market research and community feedback, while ensuring that it is a hit amongst its existing consumers.
Although collecting customer feedback is standard practice, WishCare has stepped it up by innovating its product based on the collected feedback. Based on community suggestions, WishCare identifies the gaps and needs in the market, then their internal research team develops the product. The community also helps with sampling which allows the brand to leverage its feedback loop for research and development purposes. In fact, WishCare developed its Vitamin C+ Pure Glow Serum in complete collaboration with its community.
3C Sustainable Approach
The brand’s 3C approach - Clean (using products that are safe and natural and not harmful either to the humans or to the environment), Conscious (the brand undertakes conscious packaging. It uses packaging material that has either been recycled or can be recycled) and Caring (the brand academically adopts and educates underprivileged girl children) is its core philosophy based on the sustainability vision and this model resonates well with its customer base as well. Hence, every strategy that the brand devises, whether business-oriented or marketing focused centers around this 3C practice.
The brand has banned a list of 100 + ingredients which are chemicals and toxic substances from using it in the production of their products. Furthermore, the brand also identifies itself as a vegan and cruelty-free brand due to its clean approach that promotes using natural ingredients. This is what the brand promises to its customers and it is this ideology that has helped WishCare earn the trust of its customers.
Customer First & Loyalty
WishCare even boasts of a strong customer care team. Contrary to what anyone would believe, this customer service team is not restricted to customer care executives. In fact, skincare and haircare experts are present to connect with the customers and have one-on-one conversations. Every time, the brand launches a new product, these experts are right there to resolve the customers’ queries. This has helped the brand to create a feedback loop wherein they have been able to persuade the customers to continue their loyalty towards the brand by using the products.
Product development based on community feedback - This team also helps us in identifying gaps in the current market and then the brand transforms it into the next product that could be launched in the market. This approach has helped the brand foster well-knit connections with the customers and also build long-lasting relationships with them.
These three strategies of creating the community feedback loop, adopting the 3C approach, and building a customer-first team have been the brand’s main pillar of success over the past 3 years since it has forayed into the personal care market that is highly fragmented and largely unorganized!