As a part of its micro-marketing strategy, online retailer of babycare
The Pune-based company plans to continue the campaign perpetually and targets to reach 1,25,000 new mothers per month. "The free-of-cost gift box presented to new mothers contained essentials required in the first few days of pregnancy and we called the box as 'celebrating the first cry'," said
The company, which first conducted a pilot with around 200 hospitals in Pune, has so far partnered with more than 7,500 hospitals across the country.
It has spent around Rs 20 crore on this initiative along with its brand partners. "With marketing costs increasing exponentially today, this was an innovative means for us to connect with new customers at a reduced marketing cost and build a potent relationship with new mothers who can become our regular customers," said Maheshwari.
He said the company has seen a conversion rate of 8%-10% to actual customers through this campaign. "Traditional campaigns typically see a 1% to 2%, whereas we achieved conversions four times that," Maheshwari said.
First-Cry, owned by
The Indian babycare (age 0-9) market is estimated at around $10 billion, or about Rs 62,000 crore. Every year about 25 million babies are born in the country.
The market is fragmented today with as many as 4,000 specialised baby shops across the country. "There is a huge opportunity for organised retail chains," Maheshwari said. In the online space, First-Cry competes with players such as BabyOye.
(Image credits: Indiatimes)