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centro.style
South India’s Largest Premium Shoe Brand Chain
About the client
With 35 brick-and-mortar stores across South India, Centro is a major player in the footwear industry. With over 30 years of retailing experience, V-retail has established itself as one of the largest retail, distribution, and franchising companies in South India, familiarly known to footwear lovers, as the brand name CENTRO. The online venture is an extended arm of Centro to reach and bring its customers, the best quality footwear products to their doorstep.
The need
Centro’s need was to hit the online market with a bang. With a whole lot of footwear collection, their need was to be a premium and sophisticated online footwear partner to their customers pan India. A website to accommodate their premium and regular brands and a wide variety of products was the demand.
What we did
Since Centro did not have an online presence, we had the perfect opportunity to create a look and a platform for Centro.Style from scratch. Like other enterprise projects, Centro also looped us in for the marketing activities along with the design and development.
Website development
The website – responsive and transactional was built on Magento to accommodate the higher number of the product range. An in-built coupon generation, and discount levels across every category and the checkout page were some of the highlights. The categorization, nomenclature, and navigation were made to capture audiences even from the Tier-2 and Tier 3 cities. Needless to say, several trusted PGs, delivery partners, and integrations to manage cancellation and returns were also successfully implemented.
Design
The Mobile-first approach was the design strategy implemented to cater that 95% of online customers, and it worked.
Digital catalog
With all the products, photography to product details, every single product was mapped according to style occasion and other tags deemed necessary. The production of a digital catalog, though a lengthy process, was made as simple as possible by our experts.
marketing activities
As the website was a new one, building awareness among the customers was the first task we started with, while running certain offers to increase the branding, positioning of the website, and brand.
Social media
With a considerably strong digital media presence, Centro customers were ready for website awareness and conversion campaigns across all social media platforms. With the right target audience, Centro.Style was able to pick up the conversion rates quickly.
Seo and Google ads
Like any other website, an optimized URL structure and organic push are essential. Since the products of Centro.Style were the show stoppers, Google display ads, video ads, which were received very well by the target audience leading to conversions at every stage.
CRO
CRO’s are step-wise strategies generated after careful analysis of data and analytics from various sources. With Centro, we observed a higher drop rate at the PDP. With the help of heatmap tracking and customer behaviour recording tools, the issue was observed in the colour variant section. With a customized and improved PDP and customer journey flow, the drop came down to 30% within a matter of few weeks.
Results
The smart worked paid, and the results are remarkable.
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68
total number of campaigns
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1M
website traffic
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40%
Organic / direct traffic
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30%
Average bounce
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99.9%
Site Uptime
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5000
backlinks created
