Omni Channel

End Term Jury Assignment

IDM- Semester 3

Presented By:-
Sonal Thakur
Prachi Singh
Anushree
Nupur bharti
Satakshi
 Omni-Channel - Nykaa
According to one of Nykaa's 6 pillars, the content they provide is the key
differentiator between the brand and many other brands in the e-commerce
space. That's because they've collaborated 360-degrees to integrate
recommendations into the DNA of their website.

Their content philosophies are always based on education, treatment and

personalization, trying to replace traditional shopping habits with new era
and narratives. They curate and organize content in the form of beauty
books, Editors' Choice widgets, IT checklists, buying tips, store reviews, and
journal finders. Some of these lead to carefully selected pages that help
increase customer searches and allow us to provide more information about
selected products.

These features thus provide customers with effective access to Nykaa.

 India’s #1
Beauty Focused
Platform
The Mission
Nykaa is built on our philosophy of
Curation, Information and Personalization

We bring together the best products

to help our customers make the right
choice for their overall beauty step down
the road
Website & App
Buying Assistance Tools
We’re constantly optimising our website to provide a customized
consumer experience

Try it On
We are constantly improving our website to offer beautiful tools that
allow customers to try more shades of our cosmetics. This tool also has
options for different view types

Personalized widget
Personal widget with which each buyer can save recently sold products

Video on product pages

Videos about products to help customers learn more information about
products

Get the look widget

Login that allows buyers to buy products based on the look they like

Routine finder
Tools to personalize products Products based on your daily life.
Website & App
Recommendations
Educate the customers about their products to help them make informeddecisions
WEB ENGAGE
Reach a highly relevant customer
base with an on-site communication
tool which is done using real time
targeting
Helps upsell/ cross sell
APP NOTIFICATIONS
An effective tool for targeting certain
customers based on past behavior and
preferences. Can be used to acquire
new customers
Helps cross sell and test discount
strategies
SUBSCRIPTION/
REPLENISHMENT
Encourage repeat customers through
replenishment emails or our
subscribe and savefeature
Helps increase customer loyalty and
cross sell/ upsell products
SAMPLING
Acquire new customers through
different sampling initiatives such as
pick and mix. Our beauty box also
helps brands reach a relevant
audience
Helps customers discover new
products and test them before
making a big purchase
Social
3M+
Beauty Shoppers

3.3M+ 1.13M+

25K+ 1.8M+
Social Highly Engaged

45Million + Monthly Reach

10Million + Monthly Engagement

200K+ Daily Conversations

Most engaged beauty brand on

Instagram in India
Video An Inspiring Video Channel
An extensive video database

We produce

45+
Monthly Videos

Our videos reach out to a wide audience

14Million+
Monthly Video Views
-Nykaa Land is an exciting concept by Nykaa, where they bring their
online beauty world to life in a physical space. It's like stepping into
a beauty wonderland! Nykaa Land offers a unique and immersive
shopping experience for beauty enthusiasts.

- Offers an immersive shopping experience for beauty enthusiasts

- Wide range of beauty products from popular brands
- Dedicated sections for makeup, skincare, haircare, and more
- Interactive zones and experiences for learning and fun
- Beauty experts available for personalized recommendations and
- makeovers
On-ground
Nykaa Store Experience
2 store formats
Luxe On Trend
• Best of luxury and • Deliver 1000 ‘on trend’
prestige brands products across 100
brands, curated based on
• Large stores in affluent online bestsellers.
neighbourhoods
• Smaller stores with metro,
tier -1,2&3 presence
• Brand-wise displays
• Try and buy format

With 100+ stores across India we’re now an omni channel

brand
As of november 2023 they have 100+ physical stores
On-ground

Nykaa Beauty Bar

A collaborative event every quarter

- Offers hair, nails, makeup, and skincare

services
- Provides live makeovers and
consultations
- Pre-designed makeovers and
consultations available
- Collaborates with brands for user
engagement
- Aims to create awareness, likeability,
recall, and loyalty
 We Reward Loyalty
Everyone gets rewards on purchasing on Nykaa.
Customers who spend more than Rs.5000 in the calendar year become part
of the Nykaa Privé programme
In The News

Business Line Economic Times LiveMint

On-ground
Advantages and
Disadvantages
Advantages Disadvantages

- More customer reach

- Convenience for customers - Higher operational costs
- Consistent shopping experience - Integration challenges
- Better customer engagement
Omni Channel
 Omni-Channel -
Purplle
Purplle's omni-channel strategy for their makeup brand
focuses on integrating their online and offline channels to
provide a seamless shopping experience. They ensure that
customers can easily switch between their website, app, and
physical stores while enjoying a consistent brand experience.
This means you can explore their wide range of makeup
products, get inspiration online, and have the option to try
them out in person. It's all about convenience and making
sure you have access to their products wherever you prefer to
shop!
 “Beauty Shopping Perfected:
Purplle's Seamless Online-Offline Blend!"

1. Online and offline presence: Purplle has both a user-

friendly website and app, as well as physical stores.
2. Seamless shopping experience: They've integrated their
online and offline inventory for a consistent shopping
experience.
3. In-store benefits: Physical stores allow customers to try
out products and receive expert advice.
4. Loyalty program: Purplle offers a loyalty program that
works across all channels, rewarding customers for their
purchases.
5. Personalization: They use data analytics to provide
personalized recommendations and offers.
6. Convenience and consistency: Purplle ensures that
customers have access to the same products, promotions,
and pricing across all channels.
 Buying Assistance Tools
1. Shade Match: This tool helps you find the perfect shade of
foundation, concealer, or other complexion products by
analyzing your skin tone and undertone.

2. Virtual Try-On: With this tool, you can virtually try on

different makeup products like lipstick, eyeshadow, and
blush to see how they would look on you before making a
purchase.

3. 3. Product Reviews: Purplle has a review section where

customers can share their experiences and opinions on the
products. This can help you make informed decisions based
on other people's feedback.

4. 4. Beauty Quiz: Purplle's beauty quiz helps you discover

personalized product recommendations based on your
preferences, skin type, and concerns.
 Store Layout Logic:

1. Zoning: The store layout is divided into different zones

based on product categories. This zoning makes it easier for
customers to navigate and find their desired products.
Common zones may include skincare, makeup, haircare,
and fragrance.

2. Clear Signage: Clear signage is placed throughout the store

to guide customers and help them locate specific products
or sections. Signage also includes product information and
promotions to attract customer attention.
3.Product Placement: Strategic product placement
is done to highlight new or featured products. Eye-
catching displays are created to draw attention and
promote specific brands or product lines.

4. Sampling Stations: Sampling stations are placed

throughout the store where customers can try out
products before purchasing. These stations allow
customers to physically experience the texture,
color, and scent of the products.
 Customer Assistance: Well-trained and knowledgeable staff
members are available to assist customers with their queries,
suggest products, and provide beauty tips and
recommendations. They aim to provide personalized assistance
and enhance the customer's shopping experience.

Visual Merchandising: The store is designed with attractive

displays and visually appealing arrangements to create a
captivating shopping environment. Eye-catching visuals,
including posters, product displays, and lighting, are used to
create a visually appealing store layout.
Product Range and Variety: Purplle offers a wide range of
makeup products from various reputable brands. The store is
stocked with a diverse selection of products, including
different shades and finishes, to cater to the diverse needs
and preferences of customers.

Hygiene and Cleanliness: Purplle ensures a clean and

hygienic environment within its stores. Regular cleaning
protocols and hygiene practices are implemented, especially
in areas where customers can try out products.

Promotions and Offers: Purplle frequently offers promotions

and discounts to attract customers. These may include special
deals, loyalty programs, or exclusive member discounts to
enhance the overall shopping experience.
 #Brand’s
MISSION
When it comes to Purplle's makeup brand, their
mission is to empower individuals to express
themselves through makeup and beauty
products. They believe that beauty is all about
self-expression and embracing your unique style.

Purplle aims to provide a wide range of high-

quality makeup products that cater to diverse
skin tones and preferences. They want to help
everyone feel confident and beautiful in their
own skin.
 Social

Beauty Shoppers

904k

44.5k 57.3K
Website & App Recommendations
Educate the customers about their products to help them make informeddecisions

WEB ENGAGE

APP SAMPLING
NOTIFICATIONS
On-ground
Advantages and
Disadvantages
Advantages Disadvantages
1. Convenience: Shop online or visit 1. Complexity: Managing
physical stores for a flexible shopping inventory and operations
experience. across channels can be
challenging.
2. Personalization: Get tailored 2. Higher costs: Maintaining
recommendations and offers based on both online and physical stores
your preferences. can be expensive.
3. Seamless integration: Enjoy a 3. Limited reach: Physical stores
consistent shopping experience across may restrict geographical
online and offline channels. availability.

4. In-store benefits: Try products and

receive expert advice in physical stores.
5. Loyalty rewards: Earn rewards for
purchases across all channels .
 Brand Ambassador

Online beauty platform Purplle has signed

Bollywood actress Sara Ali Khan as its first brand
ambassador. The brand plans to launch a
campaign #GoPurplle featuring the actress across
television, print, and digital platforms.
"FOR EVERY YOU"

Tirabeauty.com
Omni Channel
Omni-Channel-Tira
Beyond mere aesthetics, a seamless fusion of beauty and
technology. Tira as a newborn brand prodigy of Reliance Retail,
sets itself apart from the competitors with its exceptional and
innovative use of technology.

The brand has strategically deployed tech consoles within its

store to elevate the beauty shopping experience. From beauty
vending machine to AI powered fragrance finder, smart mirrors
to try-on stations with skin analysis, hair stations, and gift
customization station as in-store experience and a low price
with 15%-20% discount margin on its website after the general
low pricing on big brands which are not easily available in India.

The brand stands out in customer experience and needs.

Tira the beauty giant's
Vision and Mission
“Our vision for Tira is to be the
leading beauty destination for
accessible yet aspirational
beauty, one that is inclusive and
one that harbors the mission of
becoming the most loved beauty
retailer in India.”

Infusing the essence of inclusivity and ambition

TIRA'S STORE
EXPERIENCE
• The Tira store is technologically advanced. The company retails luxury products under a particular
category called Tira Red.
• BEAUTY VENDING MACHINES: These vending machines allow customers to collect product
samples with ease.

• THE FRAGRANCE FINDER: An AI powered effortless scent explorer where users select an
olfactory note and the machine identifies it providing the range of options without having to roam around
and look for them .

• SMART MIRRORS: These enable customers to try makeup under different lighting conditions to
match their skin tone and lighting environment.

• SKIN ANALYSIS AND RECOMMENDATION: Connected to tablets these stations not only allow
customers to experiment with makeup but also analyze their skin and offer recommendations based on
the data.

• HAIR STATION: Powered by Dyson Tira's hair station is perfect for last minute style fix , a boon to
office goers.

• GIFT CUSTOMIZATION STATION: This allows customers to add a personal touch by engraving
their names, initials or messages making it a lifelong cherished product.
IN APP/WEBSITE
EXPERIENCE
• The application Guarantees a hundred percent authenticity of the
listed products. And claims an easy return policy.

• Tira red is an entirely different section that is dedicated to

providing luxury brand .

• Tira tube is a short video section where beauty influencers

encourage audience and keep them engaged with newest in the
market trends , hacks and personal care benefits, luring the
customer desired and increasing engagement time on the
website/app.

• Tira's online platform has a different section for brand search and
offers followed by a for you section which provides more personal
results with an option for expert consultation with certified beauty
advisors .

• The delivery is free on above the order value of INR 299 and for
orders below that, a shipment fees of INR 70 is charged. The
platform offers safe transaction and user friendly interface .
SOCIAL PRESENCE

57k Followers
BRAND
AMBASSADORS
• Tira Beauty is on a mission to
dominate the beauty market as
the three major images signed
with Tira for being their brand
ambassadors. Namely Kareena
Kapoor Khan, Kiara Adwani
and Suhana Khan.
• IN THE NEWS ,TIRA BEAUTY A BRAND
BY RELIANCE RETAIL IS BACKED BY
ENORMOUS FUNDS AND IS SOON
SUSPECTED TO TAKE OVER THE MAJOR
SHARE OF THE BEAUTY AND PERSONAL
CARE MARKET .
Reviews and application
RECOMMENDATIONS
 Purplle is positioned as an affordable
Nykaa is a market leader in enabling seamless Tira Beauty uses a digital-first strategy
beauty product with an emphasis on
transitions from online to offline by and has limited offline marketing. The
an online platform focused on
integrating technologies such as AR to main purpose of the community
personalised recommendations and a
improve customer experience. Brand loyalty created by online platforms is to
price-focused loyalty program. Purplle
and unique advertising help create a strong promote the connection of beauty
strikes a creative balance between
customer relationship. lovers. Tira Beauty's innovation lies in
affordability and customer
its unique products designed according
engagement while maintaining an
to the interests of a niche audience.
offline presence.

In technology, Nykaa leads with its self-directed intelligence, while Purplle and Tira Beauty put the importance of
technology into action to simplify shopping and build communities.
THANK
YOU