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Changing Brand Perception

Customers
Product
Strategy

25 October, 2021

Nikkho Shandittha
Nikkho Shandittha

SVP of Product at Amartha

Nikkho Shandittha, SVP of Product at Amartha, shares how he changed the way customers viewed his company through strategic decisions.

Problem

I was working at a local e-commerce company that followed a similar module like Amazon, where they had a product description page (PDP). For instance, if a user clicked on a handbag, they would find the picture along with the description; that’s the product pitch. The company is a horizontal marketplace, meaning that if a user wants to buy a lipstick or a car, they would have different kinds of experiences. A car would have a 360-degree view along with a view of the interiors, whereas a lipstick wouldn’t have such features. The challenge here was that, how could we increase the conversion rate for the page?

Actions taken

I created a strategy on which we could build certain verticals for some categories. There were a total of 26 verticals back then with only about 7 or 8 categories. I accumulated a team of 3 people to find out what the buyer actually cares about for every single category. For instance, a buyer for a car would care about several specifics like the price along with all the unique selling points.

In the end, there are certain attributes that are category-specific 一 for instance, in the fashion category, the customers are more likely to care whether a cloth would fit into their body. So, I conducted research for all of that, followed by presenting it to the management, which was approved by them to be implemented in the near future.

Lessons learned

  • Sometimes, being complacent is not enough when you are one of the largest e-commerce companies in your country.
  • It’s important to keep evolving and changing according to the customers’ needs.

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