During the campaign around Salman’s Khan birthday, Being Human clocks online sales of Rs 18 crore

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Salman-Khan-backed Being Human was able to achieve the sales figure through online channels in the days surrounding the Bollywood actor’s birthday which falls on 27 December

New Delhi: Bollywood actor Salman Khan-backed apparel brand Being Human Clothing clocked e-commerce sales of Rs 18 crore from its campaign related to the celebrity’s birthday on 27 December 2022, the company said in a statement.

The ‘Bhai Ka Birthday’ campaign ran from 25 – 27 December, during which the brand was offering a flat 50% discount on its merchandise.

During the tenure of the campaign, the brand executed over 1.5 million online orders. On Salman Khan’s birthday alone, the website recorded traffic of 5 lakh users. The average time spent on the website was over 2 minutes, the company said. The brand has partnered with D2C enabler GreenHonchos (GH) to facilitate its digital journey.

Campaign concerns

Thanks to the star power that the brand carries with it, any promotional campaign or event aimed at digital shoppers garners an overwhelming response. However, the company said it faced various challenges on the digital front to fulfil the unprecedented online orders it received during such days.

“The ease of getting the entire stack together to perform at scale through a single window was a significant concern. One single window from where they can operate efficiently and easily. The collaboration with GreenHonchos has led to 200% growth for our brand in 2022, Going forward, we aim to continue the same exponential momentum in 2023 by growing 2X further in terms of online phygital piece,” noted Sanjeev Rao, chief executive officer of Being Human Clothing.

Blockbuster performance

During the ‘Bhai Ka Birthday’ campaign the brand-owned webstore touched record revenues and traffic conversions. It also saw exponential growth over its regular average and a huge spike in traffic than past event days. The brand even observed that the entire traffic stayed on the website due to a coherent experience throughout the event.

With GreenHonchos Commerce Cloud-enabled user experience management features like easy returns, order tracking, and customer engagement through the purchase journey, the brand was able to achieve these results on its digital store for the very first time. Also, the razor-sharp focus on monitoring data points like Cart-drops, product page landing, etc, and targeting those specific customers through different communication mediums also helped convert incoming traffic into buyers.

“We are excited to have facilitated one of the largest single-brand D2C sale days seamlessly which had been a concern for the brand in the past years. Our tech stack is built-to-scale in the India eCommerce context due to its performant architecture and AI capabilities to deliver higher ROI on 1st party-segmented data,” said Navin Joshua, founder and director of GreenHonchos.

Brand vision

Being Human Clothing now plans to double down on its offering for digital buyers a much more immersive and personalized omnichannel experience. The brand aims to position its website to be among the top 5 mono-brand websites across the global network of GCC and ASEAN countries by focusing on the shopping experience for the customer from product selection to checkout on all levels-physical, digital, and phygital, a concept that is an amalgamation of physical stores and online channels. The success of this recent campaign has also encouraged the leadership at Being Human to bank on a digital-first and asset-light strategy while maximising the sales around socially conscious calendar events.

With the onset of 2023, the brand aims to maximize the share of retail sales through omnichannel integration in the true sense by creating the visibility of endless aisles in stores and providing quick delivery of products through the network of stores closest to the consumer’s geolocation while having a clear call to action tier based strategies to acquire more buyers from tier-2 and tier-3 cities.

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